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
