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Growth Marketing Manager -MSME & Alternative Growth
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#702195
Full Time
Job Description
The Mission We are looking for a high-octane Growth Marketing Manager to drive scalable acquisition of MSME customers in India. Your mission is to move beyond the "spend to grow" mindset by blending efficient performance marketing with creative, low-cost "alternative" channels, including partnerships, outbound, and product-led growth.
Why This Role Matters In the MSME segment, growth isn't just about who has the biggest ad budget; it’s about trust, local relevance, and diversification. Our paid channels are intentionally budget constrained to ensure we build a sustainable, repeatable engine that doesn’t break when the ads stop. You will be the architect of that engine.
Scope of the Role
1. Alternative Growth Channels (60–70%) This is the core of your role. You will build and scale non-paid acquisition engines from scratch:
• Partnerships: Build distribution and integrations via MSME SaaS tools, e-commerce platforms, and local ecosystems.
• Outbound & Direct: Launch and manage scalable outbound pipelines using WhatsApp, email, and direct outreach.
• Growth Loops: Design and optimize referral programs and incentive-driven mechanics that turn current users into recruiters.
• Cluster Growth: Identify and execute hyper-local strategies targeting specific geographic or category-based MSME clusters.
2. Performance Marketing (30–40%) You will manage lean budgets across Google, Meta, and niche platforms with a focus on:
• High-Intent Acquisition: Capturing users actively searching for solutions.
• Retargeting: Bringing MSME leads back into the funnel.
• Insights: Using paid data to inform where we should double down on organic and alternative efforts.
3. Product & Funnel Optimization Partner closely with the Product team to bridge the gap between "signed up" and "power user":
• Optimize the journey from Onboarding → Activation → Repeat Usage.
• Experiment with in-product triggers to improve conversion and long-term retention.
What Success Looks Like (6–12 Months)
• Business Growth: A consistent, upward trajectory of new MSME customers with a stable or decreasing CAC.
• Channel Maturity: You have successfully launched and scaled 3–5 new acquisition channels (e.g., a high-performing referral program or a major SaaS partnership).
• Efficiency: Paid channels act as a supporting catalyst rather than the primary driver of growth.
• Retention: Notable improvement in the "Activation Rate” - moving users from their 1st order to their 5th and beyond.
What We’re Looking For
Core Capabilities & Experience:
• The Hybrid Operator: You have a rock-solid foundation in performance marketing but aren't "wedded" to it. You know how to grow when the budget is zero.
• Proven Track Record: You’ve built at least 1–2 non-paid growth channels from the ground up with measurable impact on CAC and scalability.
• Sector Context: Experience in Startups/Scale-ups, specifically within Marketplaces, Logistics, SaaS, or Fintech targeting the MSME/SMB segment.
• Execution Speed: You are hands-on. You prefer "doing" over "managing agencies."
Mindset:
• Resourceful: You see a limited budget as a creative challenge, not a roadblock.
• Structured yet Creative: You can brainstorm wild ideas but have the discipline to turn experiments into repeatable systems.
• Ambiguity-Friendly: You thrive in environments where the playbook hasn't been written yet.
How We Evaluate
• The "Build" Signal: Can you walk us through a non-paid channel you built from $0$ to significant scale?
• The Efficiency Signal: How do you optimize for CAC when you can’t simply outbid the competition?
• The MSME Signal: Do you understand the nuances of the Indian MSME owner? (Their trust barriers, tech habits, and pain points).
Red Flags: Reliance on large agency teams, "pureplay" performance marketers with no outbound/partnership experience, or a lack of ownership over specific growth metrics.
Why This Role Matters In the MSME segment, growth isn't just about who has the biggest ad budget; it’s about trust, local relevance, and diversification. Our paid channels are intentionally budget constrained to ensure we build a sustainable, repeatable engine that doesn’t break when the ads stop. You will be the architect of that engine.
Scope of the Role
1. Alternative Growth Channels (60–70%) This is the core of your role. You will build and scale non-paid acquisition engines from scratch:
• Partnerships: Build distribution and integrations via MSME SaaS tools, e-commerce platforms, and local ecosystems.
• Outbound & Direct: Launch and manage scalable outbound pipelines using WhatsApp, email, and direct outreach.
• Growth Loops: Design and optimize referral programs and incentive-driven mechanics that turn current users into recruiters.
• Cluster Growth: Identify and execute hyper-local strategies targeting specific geographic or category-based MSME clusters.
2. Performance Marketing (30–40%) You will manage lean budgets across Google, Meta, and niche platforms with a focus on:
• High-Intent Acquisition: Capturing users actively searching for solutions.
• Retargeting: Bringing MSME leads back into the funnel.
• Insights: Using paid data to inform where we should double down on organic and alternative efforts.
3. Product & Funnel Optimization Partner closely with the Product team to bridge the gap between "signed up" and "power user":
• Optimize the journey from Onboarding → Activation → Repeat Usage.
• Experiment with in-product triggers to improve conversion and long-term retention.
What Success Looks Like (6–12 Months)
• Business Growth: A consistent, upward trajectory of new MSME customers with a stable or decreasing CAC.
• Channel Maturity: You have successfully launched and scaled 3–5 new acquisition channels (e.g., a high-performing referral program or a major SaaS partnership).
• Efficiency: Paid channels act as a supporting catalyst rather than the primary driver of growth.
• Retention: Notable improvement in the "Activation Rate” - moving users from their 1st order to their 5th and beyond.
What We’re Looking For
Core Capabilities & Experience:
• The Hybrid Operator: You have a rock-solid foundation in performance marketing but aren't "wedded" to it. You know how to grow when the budget is zero.
• Proven Track Record: You’ve built at least 1–2 non-paid growth channels from the ground up with measurable impact on CAC and scalability.
• Sector Context: Experience in Startups/Scale-ups, specifically within Marketplaces, Logistics, SaaS, or Fintech targeting the MSME/SMB segment.
• Execution Speed: You are hands-on. You prefer "doing" over "managing agencies."
Mindset:
• Resourceful: You see a limited budget as a creative challenge, not a roadblock.
• Structured yet Creative: You can brainstorm wild ideas but have the discipline to turn experiments into repeatable systems.
• Ambiguity-Friendly: You thrive in environments where the playbook hasn't been written yet.
How We Evaluate
• The "Build" Signal: Can you walk us through a non-paid channel you built from $0$ to significant scale?
• The Efficiency Signal: How do you optimize for CAC when you can’t simply outbid the competition?
• The MSME Signal: Do you understand the nuances of the Indian MSME owner? (Their trust barriers, tech habits, and pain points).
Red Flags: Reliance on large agency teams, "pureplay" performance marketers with no outbound/partnership experience, or a lack of ownership over specific growth metrics.
