Solar Square - Manager - Marketing

The Opportunity:

We are seeking a highly driven EIR / Manager / Sr. Manager, Growth Marketing to spearhead the customer acquisition engine for Assure. You will be responsible for defining the go-to-market strategy, crafting the value proposition for our multi-tiered subscription plans, and deploying both high-efficiency digital campaigns and high-trust hyperlocal offline activation models. Success in this role is defined by scalable, profitable growth in Annual Recurring Revenue (ARR) across the entire market.

The ideal candidate will be a highly entrepreneurial, skilled problem solver & collaborator, and data-oriented, hands on, high energy, naturally entrepreneurial person, possessing a high degree of comfort with fast-pace, ambiguous and ever-evolving space. In this role you will be responsible for driving the customer acquisition via marketing, remarketing and funnel conversion for the org; leading this with cross functional teams (product, analytics, sales) to execute the plans to drive referral and new customer growth. The role is best suited for someone who is extremely data-driven and can go beyond the traditional digital marketing playbook, and develop a thoughtful, full-funnel strategy tailored to different cohorts and customer journeys.

Roles & Responsibilities:

- Be Responsible for driving the channel level User Growth, Revenue Growth, Retention, and Engagement metrics on a day-to-day basis.

- Owning ROI for individual lead gen channels and marketing initiatives with business goals.

- Develop strategic customer acquisition and retention plans to drive profitable growth.

- Drive/Execute growth & marketing campaigns for residential as well as Housing society business, focused on key marketing metrics.

- Manage end to end consumer lifecycle management for the business vertical.

- Deploy successful Growth marketing campaigns and take ownership right from ideation to implementation.

- Creating, building consensus and implementing the right customer journey across marketing channels.

- Monitor customer funnel & identify new levers of growth and apply them to the business.

- Interventions to drive new customer acquisition & cohort-wise reactivation.

- Driving cost-effective and scalable avenues for customer growth beyond just paid incentives programs.

- Leading the mandate for strategizing and executing initiatives for awareness, consideration, purchase, loyalty, advocacy stages of customer journey.

- Lead initiatives for increasing performance of digital marketing performance marketing efforts, consumer web journey funnel improvement, customer communication to increase lead conversion, referral, social media, influencer and other consumer acquisition channels.

- Ideate, create and implement the consumer communication via WA, in-app etc for inside, outside funnel.

Digital Acquisition & Performance:

- Full-Funnel Ownership: Design, execute, and optimize all digital performance marketing channels (Google Ads, Meta/Social, Programmatic, App Install) to drive high-intent leads for subscription sales for AMC.

- Product-Led Growth: Work closely with the Product team to optimize the Assure customer app experience, focusing on seamless onboarding, referral mechanics, and in-app upsell/cross-sell (e.g., battery storage retrofits).

- Content & SEO: Lead the strategy for content that builds trust and addresses consumer pain points ("Why is my solar system underperforming?", "Best O&M Services in India"), establishing Assure as the authoritative source.

Offline & Hyperlocal Activation:

- Captive Base Penetration: Develop highly effective campaigns to convert SolarSquares existing customer base from free O&M warranties to paid Assure subscription tiers and Referrals within the Customer base.

- Geo-Targeted Outreach: Identify and execute hyperlocal, below-the-line (BTL) marketing initiatives in high-density solar communities (housing societies, RWA events). This includes organizing Solar Health Check-up Camps to acquire non-SolarSquare customers.

- Sales Enablement: Create best-in-class marketing collateral and training materials that equip the field sales team to articulate the value of our fixed TAT/SLA (Service Level Agreements) and the high quality of SolarSquare Gurukul-certified professionals.

Brand, Product Marketing & Pricing:

- Value Proposition: Clearly define and communicate the unique selling proposition of each subscription tier, benchmarking against competitor SLAs and pricing structures.

- Trust Building: Integrate the story of the SolarSquare Gurukul (our certified, trained technician academy) directly into all consumer-facing communication to establish Assures superior quality and reliability.

- Market Intelligence: Conduct deep competitive analysis on new market entrants, utility providers, and pricing models of analogous service companies to maintain market leadership.

Key Performance Indicators (KPIs):

- Total MQL generated and qualified.

- Total Annual Recurring Revenue (ARR) Generation.

- Customer Acquisition Cost (CAC) vs. Customer Lifetime Value (CLV) Ratio.

- Lead-to-Subscription Conversion Rate (Digital and Offline channels).

- Penetration Rate (Percentage of non-SolarSquare plants acquired).

- Brand Awareness & Recall in target hyperlocal markets.

Qualifications & Experience:

- 5-8 years of progressive experience in Marketing, with proven success in growth and scaling roles.

- Mandatory experience in scaling a subscription-based, services, or warranty/AMC business (e.g., Consumer Durables, B2C / B2B2C Home Services, Fintech, or E-commerce).

- Proven track record of driving significant growth using both Digital Performance Marketing and Offline/Hyperlocal Sales Activation, Preferable.

- Deep understanding of the Indian consumer durable or services market dynamics, including the transition from unorganized to standardized service.

- Excellent analytical skills and proficiency in marketing automation, CRM (Salesforce/HubSpot), and funnel optimization tools.

- Very high bias for action, ability to navigate ambiguity and high grit. High degree of ownership in taking things to completion.

- Strike balance between execution & strategy, very hands-on. Ability to smoothly operate in a fast-changing environment with multiple stakeholders.

- Strong communication; stakeholder-management skills.

- Excellent Collaboration skills.

- Strong Analytical Skills: Must be data driven with strong problem solving based on 1st principles. Understanding of data analysis and forecasting methods.

Why Join Assure?

This is a mission-critical, growth-focused role at the intersection of energy and service. You will have the resources of a well-funded scale-up and the autonomy to build a dominant market category from scratch. If you are passionate about technology, service excellence, and 10x growth, we want to talk to you.