MARKETING & GROWTH GENERALIST

Location: Bangalore, Karnataka

Work Mode: On-site

Experience: 5 to 7 years

Employment Type: Full-time

Reporting To: Co-Founder

About CareFi

CareFi is India's first instant hospital discharge platform, built to solve one of healthcare's most frustrating experiences — the long wait for discharge even after the doctor has cleared the patient.

We partner with leading hospitals across India to help insurance patients get discharged in around 10 minutes.

With 60,000+ patients served across 10+ cities CareFi is growing fast..

The Opportunity

We are hiring a Marketing & Growth Generalist to manage CareFi's day-to-day marketing execution across social media, paid campaigns, lifecycle communication, app/product marketing, analytics, and marketing operations.

This person will be the operating engine of the marketing function — ensuring campaigns go live on time, content reaches the right audience, performance is tracked properly, and learnings are converted into better execution.

The broader direction will be set by leadership, but this role will own channel-level planning and delivery.

We are looking for someone proactive, structured, analytical, and hands-on — someone who can form a point of view, bring ideas to the table, and execute them end-to-end.

Key Responsibilities

Social Media Management

• Manage CareFi's day-to-day presence across Instagram, LinkedIn, Facebook, YouTube, and X.
• Maintain & execute the content calendar, ensure consistency in brand voice, monitor comments and messages, respond to recurring queries, and escalate sensitive issues where required.
• Track and report key KPIs. Identify what is working, what is not, and what should be improved.
• Stay updated on platform trends, creator formats, competitor content, patient concerns, insurance-related conversations, and category discussions to identify new content and campaign opportunities.

Paid Advertising Campaigns

• Set up, manage, and optimise paid campaigns across Meta, Google, LinkedIn, YouTube, and other relevant platforms.
• Own audience setup, creative briefing, campaign structuring, budget tracking, optimisation, retargeting, reporting, and post-campaign analysis.
• Work with design and content teams to create ad creatives and content that converts.
• Track campaign metrics such as CPM, CPC, CTR, CPL, CAC, CVR, lead quality, landing-page performance, and drop-offs.
• Run A/B tests across creatives, audiences, formats, CTAs, landing pages, and messaging.

Funnel & Growth Experimentation

• Track and improve marketing funnels.
• Identify drop-off points in the customer journey and work with internal teams to improve conversion.
• Perform simple experiment plans to improve growth.

Lifecycle & CRM Marketing

• Support WhatsApp, SMS, email, push notification, and in-app communication campaigns across the patient journey.
• Maintain communication calendars, audience lists, message trackers, and performance summaries for lifecycle channels.

Marketing Operations & Coordination

• Maintain content calendars, campaign calendars, lifecycle calendars, and launch trackers across marketing channels.
• Coordinate asset handoffs between various internal & external teams.
• Help manage tools such as Meta Business Suite, Google Ads, LinkedIn Campaign Manager, Google Analytics, app-store tools, WhatsApp platforms, and other relevant systems.
• Ensure tracking discipline through UTMs, campaign naming conventions, link tracking, campaign tagging, basic attribution hygiene, and clean reporting.
• Coordinate with hospital sales and on-ground teams for city-wise or hospital-wise launches, offline collateral, QR codes, admission-desk material, and patient education assets.

Community & Reputation Management

• Monitor Google reviews, app-store reviews, social mentions, patient comments, hospital feedback, and recurring complaints.
• Help build patient review-generation workflows with the operations team, including review prompts, outreach lists, response templates, timing, and follow-ups.
• Track brand sentiment, recurring objections, app-store ratings, Google ratings, competitor mentions, and common patient concerns.
• Escalate sensitive issues related to patients, hospitals, insurance, finance, legal matters, or reputation to the right internal stakeholders.

Reporting & Analytics

• Create weekly marketing dashboards covering social media performance, paid campaigns, content performance, landing pages, funnel movement, reviews, app-store ratings, and lifecycle campaigns.
• Maintain performance trackers that leadership can use to understand channel performance, funnel metrics, campaign learnings, media spends, and key risks.
• You should be able to identify patterns, explain what is happening, and recommend what should be scaled, stopped, or improved.
• Track business-facing metrics such as CPL, CAC, CVR, lead quality, app installs, onboarding completion, review volume, referral rate, and hospital/city-level campaign performance where applicable.

Campaigns, Launches & Insights

• Support digital, lifecycle, app/product, city-wise, and hospital-wise campaign launches.
• Coordinate timelines, audiences, messaging, creatives, landing pages, tracking, publishing, budgets, and post-launch reporting.
• Support influencer, micro-creator, doctor/hospital educator, patient advocate, WhatsApp, SMS, email, and app/product marketing campaigns where required.
• Track competitor messaging, patient pain points, hospital feedback, insurance/discharge-related conversations, and consumer healthcare trends. Convert insights from comments, reviews, sales conversations, hospital teams, patient conversations, and support tickets into campaign ideas, FAQs, and messaging improvements.

Trust, Compliance & Patient Sensitivity

• CareFi operates in a healthcare, insurance, and financial context. Communication must be clear, responsible, sensitive, and accurate.
• Ensure campaigns and responses avoid fear-led messaging, exaggerated claims, misleading promises, or language that may confuse patients, hospitals, or insurers.
• Patient-facing communication should feel reassuring, easy to understand, and action-oriented.
• Follow approved messaging, disclaimers, escalation rules, and claim guidelines wherever required.

What We Are Looking For

Must-Haves

• We are looking for someone with 5 to 7 years of marketing experience in a generalist, digital marketing, growth, or consumer marketing role.
• You should have direct, hands-on experience running social media, paid campaigns, lifecycle campaigns, and marketing operations. This role is not suitable for someone who has only coordinated marketing work from the sidelines.
• You should have experience managing campaigns across Meta, Google, LinkedIn, YouTube, or similar channels, including campaign setup, audience targeting, creative briefing, budget management, optimisation, retargeting, tracking, and reporting.
• You should understand brand social media across Instagram, LinkedIn, Facebook, YouTube, X, and short-form video platforms — including content formats, scheduling, analytics, comments, trends, and platform behaviour.
• You should have a strong analytical instinct. You should be able to look at performance numbers and explain what happened, why it happened, what it means for the funnel, and what should be done next.
• You should be organised, reliable, and able to work independently. Once the goal, budget, and brief are clear, you should own execution, coordination, tracking, reporting, and follow-through.
• You should be able to write clearly for internal coordination, community responses, campaign briefs, escalation notes, and performance summaries.
• You should think across the full funnel — acquisition, activation, engagement, retention, reviews, referrals, and drop-offs.
• You should have basic comfort with GA4, UTMs, campaign tagging, link tracking, and performance reporting.
• You should have good creative judgment and be able to assess whether an ad, Reel, carousel, landing page, WhatsApp message, or campaign idea is likely to work.
• You should be comfortable with WhatsApp, SMS, email, push notification, or in-app campaigns across different stages of the customer journey.
• You should also be comfortable creating trackers, checklists, dashboards, briefs, campaign calendars, and simple operating processes from scratch.
• Since CareFi operates in healthcare and patient-facing communication, sensitivity toward healthcare, insurance, and financial messaging is essential.
• High proficiency in Malayalam is required. You should be able to understand, write, subtitle, and adapt patient-facing communication in Malayalam with clarity, accuracy, and cultural sensitivity.

Good to Have

• Experience in healthcare, insurance, fintech, consumer health, D2C, local services, consumer apps, or quick-commerce marketing would be helpful.
• Experience with influencer marketing, micro-creator campaigns, patient advocacy, doctor/hospital educator content, or community-led campaigns would be valuable.
• Familiarity with WhatsApp Business API, lifecycle messaging tools, CRM platforms, app marketing, app-store optimisation, review management, SEO, Google Search Console, Google Tag Manager, Looker Studio, Firebase, AppsFlyer, Branch, Adjust, App Store Connect, or Google Play Console would be an advantage.
• Comfort with AI tools such as ChatGPT or Claude for campaign ideation, research, reporting summaries, competitor tracking, brief creation, and analysis support would be a plus.

Tools & Platforms

The candidate should be comfortable working with, or quickly learning, the following tools:

• Core tools: Meta Business Suite, Google Ads, LinkedIn Campaign Manager, Google Analytics 4, Google Sheets, Notion, WhatsApp Business or equivalent messaging platforms.
• Supporting tools: Hootsuite, Buffer, Sprout Social, Canva, Google Search Console, Google Tag Manager, Looker Studio, App Store Connect, Google Play Console.
• Optional tools: WATI, Interakt, Gupshup, AiSensy, MoEngage, Clevertap, Mailchimp, WebEngage, AppFollow, Sensor Tower, Firebase, AppsFlyer, Branch, Adjust, Asana, Trello, ClickUp, Slack, ChatGPT, Claude or similar tools.