Lead - Performance Marketing (Web 3.0)

MAI Labs · Noida (Onsite/Hybrid) · Incubating STOEX, Kwala, Kalp

Buyer research has shifted to AI-mediated channels. We are looking for the demand owner who can win that shift across portfolio products spanning institutional capital markets, digital infrastructure, and enterprise blockchain.

WHO WE ARE

MAI Labs is a Web3-native incubator. Our global product focus of work sits inside the portfolio companies - STOEX (tokenised real-world asset marketplace, institutional buyers), Kwala (cross-chain AI workflow platform, developer audience), and Kalp (permissioned enterprise blockchain). Each portfolio company runs as an independent product with its own go-to-market, the role offers rare exposure across institutional capital markets, developer ecosystems, and enterprise IT in one mandate.

THE ROLE

You are central owner of demand generation and performance marketing with measurement architecture across multiple product lines. You will design, run and map campaigns strategies for qualified pipeline across paid, organic, AI-discovery, and partnership channels. Role deploys content & community into hypothesis-led, multi-channel campaigns and is held to qualified pipeline as the primary KPI. Capital-efficient by design: small, falsifiable bets, not cash loaded scale-spend plays.

KEY RESPONSIBILITIES

Demand orchestration - Deploy content and community assets into sequenced, multi-channel campaigns across paid media, AI-discovery, ABM, and partnerships. Own the calendar and channel allocation. Success metric will be a working demand engine for each of STOEX, Kwala, and Kalp.
Hypothesis design and measurement - Frame each campaign as a testable bet with defined cost, audience, channel mix, and qualified-lead definition. Own the read, the kill-or-scale call, and the institutional memory.
AI-discovery readiness (AEO + GEO) - Build MAI Labs presence on the surfaces and answer engines where buyers now start research - ChatGPT, Claude, Perplexity, Google AI Overviews - through structured content, schema discipline, and citation tracking.
Dual-register positioning - Operate fluently across Web2 buyer framings (institutional, enterprise) and Web3 channels (Discord, X, developer and KOL networks).
Own end to end campaign lifecycle - acquisition, activation, qualification, conversion to track movement, in addition to volume.

CANDIDATE PROFILE

8+ years in performance marketing, growth, or demand generation - with prior ownership of multi-product or multi-audience demand. Web3 / Blockchain preferred; Open to SaaS, FinTech, or high-growth B2B tech.
Hypothesis-led operator with a track record in lean capital or pre-revenue settings. Not a pure scale-optimisation profile from well-funded consumer environments.
AI-discovery & agentic literate. Understands the AEO / GEO and agentic shift in buyer research and marketing operations. how buyer research has shifted to AI assistants. Candidates whose primary organic strategy is still keyword-ranking SEO are not aligned with the role.
Measurement discipline. CAC, payback, MQL-to-SQL economics, attribution, and the judgement to know which metric matters when.

REPORTING

Matrix into each portfolio company leader (STOEX, Kwala, Kalp), with administrative reporting into MAI Labs leadership.

Performance Marketing Lead