# Digital Marketing Lead > Weekday AI · Bengaluru, India · Full-time · Posted 2026-10-06 **Workplace:** on_site **Department:** Weekday's Client via platform ## Description **This role is for one of Weekday’s clients** Min Experience: 4+ years Location: Bengaluru JobType: full-time We 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. The 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. ## Requirements What You Will Own ### Digital P&L & Growth - Own the full digital P&L across acquisition spend, CRM budgets, and retention outcomes. - Drive growth across three key areas: - **B2B:** Franchisee lead generation and lead-to-onboarding funnel. - **B2C:** Store footfall and membership acquisition/retention. - **B2C:** App acquisition, engagement, and repeat orders. - Allocate budgets based on full-funnel **LTV, CAC, retention, and revenue** rather than acquisition metrics alone. ### CRM & Customer Lifecycle Management - Own the overall retention and customer lifecycle strategy. - Define membership lifecycle programmes covering onboarding, engagement, renewal, and win-back. - Develop customer segmentation, lifecycle stages, CRM channel strategy, and measurement frameworks. - Manage CRM channels including **SMS, WhatsApp, Push Notifications, RCS, and IVR**. - Establish the customer lifecycle management philosophy and ensure campaigns are built around measurable retention outcomes. - Own repeat purchase, churn reduction, win-back, and CRM-attributed revenue initiatives. ### Acquisition & Performance Marketing - Develop and execute paid acquisition strategies across **Meta, Google Ads, and UAC**. - Drive hyperlocal campaigns focused on store footfall and customer acquisition. - Build and optimise B2B lead-generation funnels for franchisee and partner acquisition. - Develop the **SEO/AEO/GEO** roadmap to improve organic visibility and presence across traditional search and AI-generated answers. - Continuously optimise acquisition based on CAC, conversion rates, LTV, and revenue contribution. ### App Growth - Drive app acquisition through paid app campaigns and UAC. - Improve app engagement, retention, repeat-order rate, and overall customer value through CRM and lifecycle campaigns. - Monitor app growth metrics including installs, D30 retention, MAU, and in-app order rate. ### CRM Platform & Measurement - Own CRM platforms strategically, including segmentation logic, lifecycle architecture, campaign measurement, and customer journey frameworks. - Work with CRM execution teams to ensure campaigns align with the overall lifecycle strategy. - Build measurement architecture using **GA4, GTM, and Looker Studio** across paid acquisition and CRM. - Establish dashboards and reporting frameworks covering full-funnel growth and retention performance. ### Team Leadership - Directly manage the **Performance Marketing Manager** and **Retention Marketing Manager**, with supporting executives. - Build strong internal capabilities across acquisition and retention. - Lead the transition from agency dependency to an efficient in-house marketing function. - Establish SOPs, processes, performance benchmarks, and operating frameworks. ### Cross-Functional Collaboration - Work closely with the content and design teams to develop high-performing creatives for performance and CRM campaigns. - Partner with business development teams on franchisee lead generation and lead-to-onboarding funnels. - Collaborate with product, technology, and business teams to improve customer acquisition, engagement, and retention. Three Key Growth Themes ### 1\. B2B – Franchisee Lead Generation - Generate qualified franchisee enquiries through paid and organic channels. - Optimise the lead-to-site-visit and lead-to-onboarding funnel in partnership with business development teams. ### 2\. B2C – Store Footfall & Membership - Drive hyperlocal customer acquisition and store walk-ins. - Grow membership acquisition while improving engagement, renewal, repeat purchase, and retention. ### 3\. B2C – App Growth - Drive app installs through paid campaigns. - Improve in-app engagement, D30 retention, and repeat-order rates through CRM and lifecycle programmes. Key Performance Indicators The 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. Must-Have Experience - **7–10 years of experience in digital marketing**, with proven depth across both **performance marketing/acquisition and CRM/lifecycle marketing**. - Candidates with experience limited exclusively to paid media/performance marketing will not be suitable. - Hands-on experience with CRM platforms such as **CleverTap, MoEngage, or WebEngage**, including independently building customer journeys and segments. - Experience owning or co-owning a **loyalty programme, membership programme, repeat-purchase funnel, or retention KPI**. - Strong understanding of multi-channel CRM execution across **SMS, WhatsApp, and Push Notifications**, including delivery mechanics, opt-out compliance, engagement, and conversion. - Strong understanding of **LTV and cohort analysis**, including retention curves, customer behaviour, and campaign response. - Hands-on experience with **Google Ads**, including Search, PMax, and UAC, as well as **Meta Ads**. - Experience executing **hyperlocal or multi-location marketing campaigns**, preferably across Tier 2 and Tier 3 markets in India. - Strong understanding of **SEO, AEO, and GEO**, including technical SEO, structured data, and visibility in AI-generated search answers. - Experience with **GA4, GTM, and Looker Studio** for paid marketing and CRM measurement. - B2B lead-generation experience across franchisee, partner, or enterprise segments is preferred. - Experience with app marketing, UAC/App campaigns, and MMP platforms such as **AppsFlyer or Adjust** is preferred. Nice-to-Have - Experience in **D2C, quick commerce, grocery retail, consumer retail, or loyalty-program businesses**. - Familiarity with **Telugu** or other regional languages for bilingual CRM communication. - Experience building an in-house marketing team following an agency transition. - Experience with **RCS** or **WhatsApp Business API** at scale. - Experience managing both acquisition and retention teams. Tools & Platforms **Google Ads · Meta Ads · GA4 · GTM · Google Search Console · CleverTap · MoEngage · WebEngage · Looker Studio · SEMrush · Ahrefs · AppsFlyer · Adjust · Excel · Google Sheets** Must-Have Skills - **Digital Marketing** - **Performance Marketing** - **CRM / Lifecycle Marketing** - **Customer Retention** - **Google Ads** - **Meta Ads** - **Customer Segmentation** - **LTV & Cohort Analysis** - **GA4 / GTM** - **Demand & Lead Generation** Good-to-Have Skills - **App Marketing** - **SEO / AEO / GEO** - **Hyperlocal Marketing** - **Loyalty & Membership Marketing** - **B2B Lead Generation** - **CleverTap / MoEngage / WebEngage** - **AppsFlyer / Adjust** - **RCS / WhatsApp Business API** - **D2C / Quick Commerce / Retail Marketing** ## Apply [Apply at Weekday AI](https://apply.workable.com/weekday-1/j/2A9CEC0532/apply) --- Powered by [Workable](https://www.workable.com)