{"id":1956382,"url":"https://alion.io/job/weekday-digital-marketing-lead","title":"Digital Marketing Lead","company":{"id":7097,"name":"Weekday","domain":"weekday.works","url":"https://alion.io/company/weekday","size_band":"51-200","is_staffing_agency":true,"employer_type":"agency","is_intermediary":false,"listed_via":null,"ats_vendor":"Workable","truth_index":{"grade":"B","score":81,"open_postings":88,"ghost_share":0,"stale_share":0.977,"repost_share":0,"time_to_fill_p50_days":6,"computed_at":"2026-10-24T06:02:35Z"}},"role":"Marketing","role_family":"Marketing","seniority":"lead","employment_type":"full_time","work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Bengaluru, India"],"countries":["IN"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":19000,"max_usd":57000,"period":"year","method":"role_seniority_country_remote_cell","sample_n":8},"experience_years_min":null,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"AppsFlyer SDK","optional":false},{"name":"GA4","optional":false},{"name":"Google Ads","optional":false},{"name":"Looker","optional":false},{"name":"Meta Ads","optional":false},{"name":"WhatsApp","optional":false},{"name":"Ahrefs","optional":true},{"name":"Google Sheets","optional":true}],"status":"live","first_seen_at":"2026-10-06T13:06:49Z","employer_posted_date":"2026-10-06","last_verified_at":"2026-10-24T19:46:51Z","board_verified":true,"closed_at":null,"days_open":18,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":18},"description":"This role is for one of Weekday’s clients\nMin Experience: 4+ years\nLocation: Bengaluru\nJobType: full-time\nWe are looking for a Digital Marketing Lead with strong expertise across both performance marketing and CRM/lifecycle marketing. This role will own the digital P&L across customer acquisition, retention, CRM, membership growth, store footfall, franchisee lead generation, and app growth.\nThe ideal candidate should be equally comfortable with paid acquisition and retention strategy, with hands-on experience building campaigns, customer journeys, segmentation frameworks, measurement systems, and growth programmes that drive measurable business outcomes.\nRequirements\nWhat You Will Own\nDigital P&L & Growth\nOwn the full digital P&L across acquisition spend, CRM budgets, and retention outcomes.\nDrive growth across three key areas:\nB2B: Franchisee lead generation and lead-to-onboarding funnel.\nB2C: Store footfall and membership acquisition/retention.\nB2C: App acquisition, engagement, and repeat orders.\nAllocate budgets based on full-funnel LTV, CAC, retention, and revenue rather than acquisition metrics alone.\nCRM & Customer Lifecycle Management\nOwn the overall retention and customer lifecycle strategy.\nDefine membership lifecycle programmes covering onboarding, engagement, renewal, and win-back.\nDevelop customer segmentation, lifecycle stages, CRM channel strategy, and measurement frameworks.\nManage CRM channels including SMS, WhatsApp, Push Notifications, RCS, and IVR.\nEstablish the customer lifecycle management philosophy and ensure campaigns are built around measurable retention outcomes.\nOwn repeat purchase, churn reduction, win-back, and CRM-attributed revenue initiatives.\nAcquisition & Performance Marketing\nDevelop and execute paid acquisition strategies across Meta, Google Ads, and UAC.\nDrive hyperlocal campaigns focused on store footfall and customer acquisition.\nBuild and optimise B2B lead-generation funnels for franchisee and partner acquisition.\nDevelop the SEO/AEO/GEO roadmap to improve organic visibility and presence across traditional search and AI-generated answers.\nContinuously optimise acquisition based on CAC, conversion rates, LTV, and revenue contribution.\nApp Growth\nDrive app acquisition through paid app campaigns and UAC.\nImprove app engagement, retention, repeat-order rate, and overall customer value through CRM and lifecycle campaigns.\nMonitor app growth metrics including installs, D30 retention, MAU, and in-app order rate.\nCRM Platform & Measurement\nOwn CRM platforms strategically, including segmentation logic, lifecycle architecture, campaign measurement, and customer journey frameworks.\nWork with CRM execution teams to ensure campaigns align with the overall lifecycle strategy.\nBuild measurement architecture using GA4, GTM, and Looker Studio across paid acquisition and CRM.\nEstablish dashboards and reporting frameworks covering full-funnel growth and retention performance.\nTeam Leadership\nDirectly manage the Performance Marketing Manager and Retention Marketing Manager, with supporting executives.\nBuild strong internal capabilities across acquisition and retention.\nLead the transition from agency dependency to an efficient in-house marketing function.\nEstablish SOPs, processes, performance benchmarks, and operating frameworks.\nCross-Functional Collaboration\nWork closely with the content and design teams to develop high-performing creatives for performance and CRM campaigns.\nPartner with business development teams on franchisee lead generation and lead-to-onboarding funnels.\nCollaborate with product, technology, and business teams to improve customer acquisition, engagement, and retention.\nThree Key Growth Themes\n1. B2B - Franchisee Lead Generation\nGenerate qualified franchisee enquiries through paid and organic channels.\nOptimise the lead-to-site-visit and lead-to-onboarding funnel in partnership with business development teams.\n2. B2C - Store Footfall & Membership\nDrive hyperlocal customer acquisition and store walk-ins.\nGrow membership acquisition while improving engagement, renewal, repeat purchase, and retention.\n3. B2C - App Growth\nDrive app installs through paid campaigns.\nImprove in-app engagement, D30 retention, and repeat-order rates through CRM and lifecycle programmes.\nKey Performance Indicators\nThe Digital Marketing Lead will be responsible for driving qualified franchisee leads, optimising CPL and lead-to-site-visit conversion, increasing store footfall through hyperlocal campaigns, and improving ROAS and store-level attribution. The role will also own membership growth, including new member acquisition, cost per member, and renewal rates, while improving customer retention and lifecycle management through repeat purchase, churn reduction, win-back campaigns, and CRM-attributed revenue. For app growth, success will be measured through installs, D30 retention, monthly active users (MAU), and in-app order rates. The role will also drive organic growth through increased organic traffic, Google Search Console impressions, and visibility across AI-generated platforms. Additionally, the role will be accountable for team efficiency, including cost-per-outcome versus agency benchmarks and effective utilisation of marketing budgets.\nMust-Have Experience\n7-10 years of experience in digital marketing, with proven depth across both performance marketing/acquisition and CRM/lifecycle marketing.\nCandidates with experience limited exclusively to paid media/performance marketing will not be suitable.\nHands-on experience with CRM platforms such as CleverTap, MoEngage, or WebEngage, including independently building customer journeys and segments.\nExperience owning or co-owning a loyalty programme, membership programme, repeat-purchase funnel, or retention KPI.\nStrong understanding of multi-channel CRM execution across SMS, WhatsApp, and Push Notifications, including delivery mechanics, opt-out compliance, engagement, and conversion.\nStrong understanding of LTV and cohort analysis, including retention curves, customer behaviour, and campaign response.\nHands-on experience with Google Ads, including Search, PMax, and UAC, as well as Meta Ads.\nExperience executing hyperlocal or multi-location marketing campaigns, preferably across Tier 2 and Tier 3 markets in India.\nStrong understanding of SEO, AEO, and GEO, including technical SEO, structured data, and visibility in AI-generated search answers.\nExperience with GA4, GTM, and Looker Studio for paid marketing and CRM measurement.\nB2B lead-generation experience across franchisee, partner, or enterprise segments is preferred.\nExperience with app marketing, UAC/App campaigns, and MMP platforms such as AppsFlyer or Adjust is preferred.\nNice-to-Have\nExperience in D2C, quick commerce, grocery retail, consumer retail, or loyalty-program businesses.\nFamiliarity with Telugu or other regional languages for bilingual CRM communication.\nExperience building an in-house marketing team following an agency transition.\nExperience with RCS or WhatsApp Business API at scale.\nExperience managing both acquisition and retention teams.\nTools & Platforms\nGoogle Ads · Meta Ads · GA4 · GTM · Google Search Console · CleverTap · MoEngage · WebEngage · Looker Studio · SEMrush · Ahrefs · AppsFlyer · Adjust · Excel · Google Sheets\nMust-Have Skills\nDigital Marketing\nPerformance Marketing\nCRM / Lifecycle Marketing\nCustomer Retention\nGoogle Ads\nMeta Ads\nCustomer Segmentation\nLTV & Cohort Analysis\nGA4 / GTM\nDemand & Lead Generation\nGood-to-Have Skills\nApp Marketing\nSEO / AEO / GEO\nHyperlocal Marketing\nLoyalty & Membership Marketing\nB2B Lead Generation\nCleverTap / MoEngage / WebEngage\nAppsFlyer / Adjust\nRCS / WhatsApp Business API\n D2C / Quick Commerce / Retail 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