Role Summary

This role owns demand creation end-to-end—from understanding user need-states to scaling traffic through the most efficient and defensible channels. The SM is accountable for quality traffic, CAC efficiency, incremental growth, and long-term demand engines. You will build a system where audience intelligence, channel strategy, messaging, and user-led growth reinforce each other.

Key Responsibilities

1. Demand Generation & Audience Intelligence

Define and continuously refine core user segments and need-states using behavioral, transactional, and contextual data

Build consumer profiles and translate them into actionable targeting constructs across channels

Drive behavior-based segmentation using on-platform signals (recency, frequency, category affinity, intent depth)

2. Channel & Distribution Strategy

Own the channel mix strategy across performance and non-performance channels (Google, Meta, YouTube, ASA, etc.) & Own Media ( PN & Whatsapp)

Allocate budgets based on CAC efficiency, incrementality, and marginal ROI.

Design and execute a channel expansion roadmap (SEO, Email, Pinterest, Creator commerce, AI-led discovery, emerging surfaces)

Build conversion intelligence frameworks to inform planning, forecasting, and scaling decisions

Develop audience signal mapping at channel level, especially for SRNs and algorithmic platforms

Identify and scale new distribution partnerships and non-obvious traffic sources

Define and execute the partnerships roadmap for demand creation (platforms, creators, ecosystems)

3. Messaging & Value Proposition Architecture

Own the value-prop hierarchy across speed, convenience, assortment, freshness, reliability, and incentives

Build audience-specific value-prop stacks aligned to distinct need-states

Map messaging across the full funnel—discovery, consideration, conversion, and re-engagement

Lead structured experimentation across formats and narratives (static, video, UGC, creator-led, topical, seasonal)

Ensure messaging is performance-aware, insight-led, and scalable—not brand fluff

4. User-Led & Organic Growth Engines

Design and scale referral loops that materially reduce CAC and improve cohort quality

Build advocacy systems through reviews, ratings, and UGC as demand levers—not hygiene metrics

Partner with product and experience teams to turn users into distribution

Success Metrics

CAC and payback across cohorts and channels

Incremental lift and blended ROI

Quality of traffic (activation, visitor retention, bounce rate )

Share of demand from non-paid channels & cross pollination from Swiggy App

Ideal Candidate Profile

5-8 years in growth, demand generation, or performance-led roles at scaled consumer internet companies

Proven experience owning large budgets with clear ROI accountability

Strong grounding in audience intelligence, experimentation, and funnel economics

Has built and scaled new channels

Comfortable operating in ambiguity and high-growth environments

Senior Manager- Traffic & Demand Generation