General Manager - Digital Marketing (6-10 yrs)

Swiggy Scenes

Location : Bangalore | Reports to: AVP, Revenue & Growth, Dineout and Scenes

About Scenes:

Swiggy Scenes is our experiential discovery platform that helps users find and book curated experiences across dining events, live entertainment, comedy, music, dating nights, gaming, and more. We are building the go to category in "what to do tonight" for urban India.

The Role:

We are looking for a GM, Marketing who will own the full marketing engine for Scenes. This means brand building, traffic generation, customer acquisition, and retention, all rolled into one. You will work at the intersection of consumer insight, digital performance, and brand storytelling to take Scenes from early traction to category leadership.

This is not a "run campaigns" role. You will define the narrative, build the funnel, and own the numbers.

What You Will Own:

- Brand and Positioning : Define and evolve the Scenes brand identity. Build a distinct voice that separates Scenes from every other "events" platform. Own the brand guidelines, tone, and creative direction across all consumer touchpoints.

- Traffic and Acquisition : Own organic and paid traffic outcomes across channels (Meta, Google, YouTube, programmatic). Drive cost efficient customer acquisition at scale. Build and optimize the full funnel from awareness to first booking.

- Retention and Lifecycle : Design CRM and lifecycle programs that bring users back. Build engagement loops around event categories, DineCash on Scenes, and personalized recommendations. Own repeat rate and frequency metrics.

- Content and Creator Strategy : Build an always-on content engine across social, influencer, and UGC. Partner with creators, comedians, musicians, and micro influencers to drive organic reach and cultural relevance. Think "Scenes as a cultural brand," not just a booking tool.

- Campaign IPs and Tentpoles : Conceptualize and execute marquee campaign IPs tied to cultural moments (weekends, festivals, seasonal spikes). Examples from our playbook include offline dating nights, comedy crawls, pickleball socials, and themed dining events.

- Demand Generation for New Verticals : Drive marketing support for newer Scenes verticals including gaming events, wellness experiences, outdoor activities, and dating formats. Help build category awareness where organic demand does not yet exist.

- Partnerships and Co Marketing: Identify and execute brand partnerships (think beverage brands, lifestyle brands, venue partners) that bring distribution, credibility, and co funded reach.

- Analytics and Measurement: Build a measurement framework across brand health, CAC, LTV, channel ROI, and attribution. Be deeply comfortable with data and use it to make real time decisions, not just post campaign reports.

Who You Are:

- 6 to 8 years of experience in marketing, with at least 3 years in consumer tech or consumer internet companies.

- Strong digital marketing foundation. You have run performance campaigns at scale and understand unit economics deeply.

- Equally strong brand instinct. You can write a brief, judge creative, and build a narrative that resonates with urban millennials and Gen Z.

- Experience owning traffic or growth outcomes (not just brand metrics in isolation). You have been accountable for real business numbers.

- Comfort with CRM, lifecycle marketing, and retention playbooks.

- Experience working with creators, agencies, and production partners.

- A bias for speed, experimentation, and learning over perfection.

- Bonus: experience in food, entertainment, nightlife, events, or lifestyle categories.

Why Scenes:

- The experiences economy in India is largely unorganized and massively underserved digitally. Scenes sits inside Swiggy's ecosystem with access to 50M+ transacting users, a strong food and dining brand, and the infrastructure to move fast. You will be building a new category, not optimizing an old one. If you have ever wanted to shape how urban India discovers what to do with their time and money, this is that role.

- We are an equal opportunity employer and believe in building a diverse and inclusive workplace.

- If you're excited about this role but don't meet 100% of the criteria, we'd still love to hear from you!