Job Title: Brand Marketing Lead

Location: Gurugram (in office)

Experience: 5-12 years of marketing experience in B2C brands, with high familiarity with organic and inorganic acquisition channels and exposure to 360 campaigns.

About Us:

About MeantToBe

MeantToBe Inc is a venture-backed early-stage startup with a new dating App, currently in small beta. Our unique approach combines deep cultural insight, AI, and a novel recommendation algorithm to deliver a social, fun, and effective dating experience that solves for both curation and scale, the holy grail in online dating.

Our app is built on our proprietary "Social Matching", community wisdom and a unique karma economy that rewards genuine engagement.

Our team is led by founders with deep experience in launching and scaling dating apps globally as well as building scaled unicorn businesses from scratch. We are backed by top-tier Institutional VCs.

Role Overview:

We are looking for a marketing leader who is a hustler at heart. You will be working directly with the founders and Global GTM leadership, and have significant ownership and ability to shape the growth and adoption curve for our apps. We are looking for deep comfort with numbers as well and understanding of brand story and creatives in attracting the right users. You will be leading a number of growth initiatives.

Key Responsibilities:

Brand Strategy & Storytelling:

- Craft/Refine brand identity, tone, purpose and vision from scratch

- Collaborate with product to ensure the brand vision and product experience are cohesive and directed towards the core audience

- Lay the foundation of a truly global, scalable brand that is at the forefront of culture.

- Create a unique and differentiated brand voice that resonates with young, urban audiences and aligns with our global ambitions.

- Ensure consistent brand messaging across all channels, including social media, digital advertising, PR, and in-app communications.

Content Creation & Marketing:

- Lead the creation of compelling, shareable content for digital platforms, including social media, blogs, videos, and influencer partnerships.

- Collaborate with creative and design teams to produce visually engaging brand assets.

- Develop viral marketing campaigns and activations that spark conversations and drive user acquisition.

Growth through Inorganic Marketing:

- Design and execute paid marketing strategies across digital channels, including social media, search, programmatic, and app stores.

- Own, test and analyse programmatic acquisition

- Measure, optimize and report acquisition cost, LTV, retention and related key KPIs

- Manage relationships with agencies and partners as required

- Growth through organic marketing

- Design and execute strategies for organic growth e.g. SEO, partnerships and influencer marketing

- Run and set up creator marketing strategies, partnerships and tracking

- Manage relationships with media partners, agencies, and influencers to amplify brand reach.

- Campaign execution and project management

- Conceive and lead the execution of 360 campaigns

- Own measurement of tactics and campaigns, focusing on delivery, effectiveness, return on investment.

- Partner with product, creative, and global teams to launch new features and campaigns.

Performance Tracking & Analytics:

- Establish KPIs for all brand marketing initiatives and track performance against goals.

- Use analytics to inform strategy, identify growth opportunities, and refine campaigns for maximum impact.

Who You Are:

- Experience: 5-12 years of brand marketing experience, with a strong comfort with numbers but also understanding of organic growth, creative and numbers

- Storyteller: Exceptional ability to craft and communicate brand stories that connect with diverse audiences.

- Content Creator: Skilled in developing engaging content for digital platforms and understanding what drives virality.

- Inorganic Marketing Expert: Exposure to in paid marketing channels, influencer partnerships, and performance marketing.

- Data-Driven: Comfortable using analytics to inform decisions and optimize campaigns.

- Collaborative: Proven ability to work cross-functionally with product, creative, and regional teams.

- Passionate: Genuine interest in dating, social, and consumer technology trends in India and globally.

- Leader: Proven ability to build, lead and manage a team

Why Join Us?

- Opportunity to build a global brand from the ground up and make a real impact on how people connect.

- Work with a passionate, experienced team that values creativity, diversity, and bold thinking.

- Competitive compensation and equity package, flexible work arrangements, and a culture that encourages innovation and growth.

- Be part of a founding team backed by top institutional capital, aiming to create the next dating and social unicorn.