Sulekha - Head - Consumer Marketing

We are looking for a consumer marketing head to build the Sulekha brand amongst millions of consumers and drive growth of consumer actions/engagement thereon.

He/she will closely to market, acquire and retain consumers in certain geo-clusters where Sulekha local services is a dominant player - and grow it further in multiple methods that make Sulekha a formidable force amongst millions of consumers.

Non-SEM Digital Marketing

a. Proficiency and expertise on acquiring consumers through non-Google methods that drive a combination of both brand saliency and brand engagement for Sulekha in the desired geo-clusters (eg: Bangalore Home Improvement, Delhi Packers and Movers etc)

b. Experience in spending lakhs/crores of rupees p.m. in digital channels including FB, Google Display, Insta, Pinterest, Affiliates and other methods to drive the objectives of brand saliency amongst desired set of consumers.

c. Deliver consumer repeats through a variety of consumer marketing messages in non-SEM channels for groups of clusters in desired geos.to drive greater growth of Sulekha brand amongst existing users of the brand.

Brand saliency / Brand messaging

a. Expertise in analyzing different messaging requirements that would resonate for different clusters - and adapt it for improving marketing saliency in a variety of geos (if needed) and deliver non-SEM growth of consumers

b. Identifying/Iterating brand saliency through AB tests / market research / internal stakeholder requirements and come up with an enhanced version of current Sulekha brand promise of "Fast Free way to get experts"

c. Measuring and growing consumer brand salience within the targeted geos (mostly top 20 cities) for the desired categories - and how consumers perceive the brand AFTER using our service. Create inputs for the product team in driving greater consumer repeats thereon without having to spend additional marketing monies.

Consumer engagement

a. Innovate and grow current consumer engagement flows for related needs, drop-off needs, repeat needs etc using personalized engagement platforms that have been built to date.

b. Engage with consumers on multiple social platforms with a combination of organic and inorganic spends to deliver superior brand engagement with new and repeat consumers of Sulekha.

c. Obtain significant growth of consumer referrals through consumer engagement journeys

d. Communicate consumer successes of need fulfilment by working with other arms of Sulekha including sales team, marketing teams, press releases etc - to obtain increasing credibility and viral word of mouth spread

Professional and Personal Attributes

- 10+ years of marketing and sales experience in a digital / SaaS organization with acquisition of consumers and businesses in the tens of thousands or millions p.m.

- Deep knowledge of consumer / business acquisition tools with expertise across marketing spends in social, search, affiliates and other digital forms of acquisitions

Other aspects- Mostly working out of office - once COVID threat siezes

- 5+ years of experience in digital campaign communication including the varieties of communication methodologies - including direct hands-on experience in creative communication (besides working with partners/agencies to help in improving the communication drafts)

- 5+ years of experience in managing team members with a wide variety of roles including marketing, product (if feasible)

- Good analytical knowledge including working knowledge of large data analysis to help analyze campaign outcomes

- Should possess an innate love of data and ability to see new patterns that impact business

- Positive, initiative driven and passionate about digital marketing

- Result oriented, entrepreneurial and self-motivated

- Ambitious and flexible

- Excellent communication and presentation skills - particularly in English and spoken Hindi and 1 regional language

Other aspects

- Reporting to business head

- Must be based out of Chennai with significant travel whenever it opens up

- Mostly working out of office - once COVID threat siezes