Superk·5 days ago
5 days ago
Lead - Digital Marketing
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What you'll do
- Full digital P&L — acquisition spend, CRM budget, and retention outcomes — across three growth themes: B2B franchisee lead generation, B2C store footfall + Gold membership, and QCOM app scale-up.
- Retention strategy as a first-class function: Gold membership lifecycle (onboarding, engagement, renewal), CRM channel mix (SMS, WhatsApp, Push, RCS, IVR), customer segmentation, and win-back flows.
- LTV thinking — you decide whether to spend more acquiring new customers or re-engaging lapsed ones.
- Acquisition strategy: paid media (Meta, Google, UAC), hyperlocal footfall campaigns, B2B franchisee lead funnels, SEO/AEO/GEO roadmap.
- CRM platform ownership at a strategic level — define segmentation logic, lifecycle stages, and measurement framework.
- Team leadership — directly manage the Performance Marketing Manager and Retention Marketing Manager, with one executive each.
- Agency replacement — build in-house capability and SOPs across both acquisition and retention.
- Monthly reporting to Head of Marketing: full-funnel view covering CAC, CRM-attributed revenue, repeat rate, churn, Gold membership numbers, and app MAU.
- Measurement architecture — GA4, GTM, Looker Studio — covering both paid acquisition and CRM outcomes.
- Coordinate with the parallel content and design team for creatives across performance and CRM channels.
What they're looking for
- 7–10 years in digital marketing with genuine depth on BOTH sides: performance/acquisition AND CRM/lifecycle.
- Hands-on CRM platform experience — CleverTap, MoEngage, or WebEngage — must have built journeys and segments independently
- Customer lifecycle strategy — has owned or co-owned a loyalty/membership program, repeat-purchase funnel, or retention KPI in a previous role.
- Multi-channel CRM execution: SMS, WhatsApp, Push — understands delivery mechanics, opt-out compliance, and what drives conversions vs. opens.
- LTV and cohort analysis — can read a retention curve, spot the inflection point, and build a campaign response to it.
- Hands-on with Google Ads (Search, PMax, UAC) and Meta Ads — actual campaign builds, not just budget approvals.
- Experience running hyperlocal or multi-location campaigns across Tier 2/3 markets in India.
- SEO/AEO/GEO — understands technical SEO, structured data, and how to show up in AI-generated answers.
- Attribution and dashboards — GA4, GTM, Looker Studio — for both paid and CRM measurement.
Nice to have
- B2B lead gen experience (franchisee, partner, or enterprise segments) is a plus.
- App marketing — UAC/App campaigns, MMP (AppsFlyer/Adjust) — preferred.
- Prior experience at a D2C, quick-commerce, grocery retail, or loyalty-program brand.
- Telugu language familiarity — most of our CRM copy is bilingual (English + Telugu).
- Experience building an in-house team from an agency handover context.
- RCS or WhatsApp Business API experience at scale.
Summarised by NextRaise from the employer’s description, which follows in full below.
Full description from employer
SuperK is building Bharat’s most efficient value retail chain—designed for the next 500 million consumers.
We bring modern, organized retail to underserved Tier 3–5 towns through a sharply focused model: high-velocity assortments, deep value pricing, and capital-efficient store formats powered by a strong supply chain backbone.
Today, SuperK operates 160+ stores across multiple states, supported by a growing warehouse network and an integrated omni-channel platform. Our model blends FOFO (franchise-led scale) and COCO (company-led control) to expand rapidly while maintaining unit economics discipline.
We are now at an inflection point—with a clear path to 1000 stores in the next 5 years. The focus ahead is simple: scale fast, scale profitably, and build institutional-grade systems that can support a national retail network.
We are building an in-house digital team to fully replace the agency model and own acquisition, retention, and growth end-to-end. The Digital Marketing Lead runs both sides of the funnel — equally accountable for getting new customers in and keeping existing ones active. This is not a performance-first role with CLM bolted on; retention is a core deliverable.
What you will own
• Full digital P&L — acquisition spend, CRM budget, and retention outcomes — across three growth themes: B2B franchisee lead generation, B2C store footfall + Gold membership, and QCOM app scale-up.
• Retention strategy as a first-class function: Gold membership lifecycle (onboarding, engagement, renewal), CRM channel mix (SMS, WhatsApp, Push, RCS, IVR), customer segmentation, and win-back flows. You set the CLM philosophy, not just approve the calendar.
• LTV thinking — you decide whether to spend more acquiring new customers or re-engaging lapsed ones. Budget allocation must reflect a full-funnel LTV view, not just CAC.
• Acquisition strategy: paid media (Meta, Google, UAC), hyperlocal footfall campaigns, B2B franchisee lead funnels, SEO/AEO/GEO roadmap.
• CRM platform ownership at a strategic level — define segmentation logic, lifecycle stages, and measurement framework; the Retention Manager executes within it.
• Team leadership — directly manage the Performance Marketing Manager and Retention Marketing Manager, with one executive each.
• Agency replacement — build in-house capability and SOPs across both acquisition and retention.
• Monthly reporting to Head of Marketing: full-funnel view covering CAC, CRM-attributed revenue, repeat rate, churn, Gold membership numbers, and app MAU.
• Measurement architecture — GA4, GTM, Looker Studio — covering both paid acquisition and CRM outcomes.
• Coordinate with the parallel content and design team for creatives across performance and CRM channels.
Three themes you will run
• Qualified FOFO franchisee enquiries via paid + organic; lead-to-onboarding funnel in partnership with BD. B2B – Franchisee lead gen
• Hyperlocal acquisition driving walk-ins AND Gold membership lifecycle keeping members active and renewing. B2C – Store footfall + Gold Membership
• App installs via paid campaigns; in-app engagement and repeat-order rate via CRM flows B2C – QCOM App
KPIs — you are accountable for both acquisition and retention
| Metric | What you own |
| Franchisee leads | Qualified lead volume, CPL, lead-to-site-visit conversion |
| Store footfall | CAC per footfall, hyperlocal ROAS, store-level attribution |
| Gold Memberships | New members/month, cost per member, renewal rate |
| Retention / CLM | Repeat purchase rate, churn rate, win-back rate, CRM-attributed revenue |
| App Growth | Installs, D30 retention, MAU, in-app order rate |
| Organic reach | Organic traffic, GSC impressions, AI-platform citations |
| Team efficiency | Cost-per-outcome vs agency baseline, budget utilisation |
Must-have experience
• 7–10 years in digital marketing with genuine depth on BOTH sides: performance/acquisition AND CRM/lifecycle. Candidates who have only run paid media will not be considered.
• Hands-on CRM platform experience — CleverTap, MoEngage, or WebEngage — must have built journeys and segments independently, not just overseen an agency.
• Customer lifecycle strategy — has owned or co-owned a loyalty/membership program, repeat-purchase funnel, or retention KPI in a previous role.
• Multi-channel CRM execution: SMS, WhatsApp, Push — understands delivery mechanics, opt-out compliance, and what drives conversions vs. opens.
• LTV and cohort analysis — can read a retention curve, spot the inflection point, and build a campaign response to it.
• Hands-on with Google Ads (Search, PMax, UAC) and Meta Ads — actual campaign builds, not just budget approvals.
• Experience running hyperlocal or multi-location campaigns across Tier 2/3 markets in India.
• SEO/AEO/GEO — understands technical SEO, structured data, and how to show up in AI-generated answers.
• Attribution and dashboards — GA4, GTM, Looker Studio — for both paid and CRM measurement.
• B2B lead gen experience (franchisee, partner, or enterprise segments) is a plus.
• App marketing — UAC/App campaigns, MMP (AppsFlyer/Adjust) — preferred.
Nice to have
• Prior experience at a D2C, quick-commerce, grocery retail, or loyalty-program brand.
• Telugu language familiarity — most of our CRM copy is bilingual (English + Telugu).
• Experience building an in-house team from an agency handover context.
• RCS or WhatsApp Business API experience at scale.
Tools you should know
Google Ads · Meta Ads · GA4 / GTM · Google Search Console · CleverTap / MoEngage / WebEngage · Looker Studio · SEMrush / Ahrefs · AppsFlyer / Adjust · Excel / Sheets
Company
Superk
Bengaluru, India
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