Chief Business Officer

Vice President (Marketing) - Y Combinator backed Shopify-like platform

About Merito :

- We are working with the mission to change the way hiring is done.

- The company is founded by a team consisting of alumni from IIM Ahmedabad, McKinsey with more than 2 decades of experience in recruitment, training, and coaching.

About Our Client :

- Our client is headquartered in California and Y Combinator backed Shopify-like platform for creators & knowledge professionals (coaches, instructors, experts, artists etc.) to launch, manage and grow their business online.

- Founded by IIT/ IIM/ BITS/ Yale/ BCG Alumni and 3X Entrepreneurs, they are well funded and backed by top Indian VC firms along with start-up veterans like Kunal Shah (CRED). The company is founded by alumni from top IITs, IIMs, BITS, Yale including ex-entrepreneurs and from firms such as BCG, Hike, Dunzo and P&G.

- Since the launch of its first version in December 2020 they have grown 25X. Creators have earned more than $1 Million since launch through the platform.

- We have just closed our series A (yet to announce) and are looking to build out our leadership team across functions.

Job Description :

- The Head of Marketing will own and drive the end-to-end marketing stack for the entire organization.

- You will report directly to the founders and will work independently/with the senior team dependent on goals and aligned objectives.

- Marketing Strategies, Ideas and Execution ; Ideate, iterate, and execute marketing strategies that help in growing Exly's client base and achieve our marketing goals.

Key Responsibilities :

- Responsible for leading all of marketing & comms initiatives - Drive market leadership by distributing our product to 1M+ creators & building a strong brand.

- 5+ yrs leading marketing at top early-stage startups; experience in SMM, brand building, performance, SEO and other innovative channels to drive high quality MQLs.

- Build and lead a results-driven growth marketing function. Partner with Sales and Marketing leadership to define the team's objectives and goals within the larger marketing organization and business.

- Define the appropriate mix of campaign elements (including account-based marketing, search, social, direct mail, email, webinars, events, content syndication, direct response online, etc.).

- Create and test campaign messages, landing pages, and lead nurturing to optimize conversions and lead quality.

- Implement metrics and reporting for various marketing programs, campaigns and pipeline results.

- Consistently use data to iterate and improve marketing programs and results. Own the entire closed loop demand generation process, from initial awareness to hand-off to sales, and follow-up.

- Manage and develop the standards and best practices for campaigns, marketing operations, and reporting.

- Developing PR campaigns and developing a relationship with various industry stakeholders, to ensure Brand / product advocacy on relevant forums. Setting up marketing technologies to monitor the campaign effectiveness.

The successful applicant will be :

- Someone who has scaled the marketing function through the growth stage of any B2B SaaS preferably one of the well-known SaaS companies in India.

- Individual contributor experience of around 3 years with responsibility for organic growth and/or demand generation.

- Experience of managing teams focused on different functions of Marketing.

- Wide breadth and depth of experience in organic, performance and product marketing.

- Expert level knowledge & hands-on experience in use of marketing automation & data systems.

- An analytical approach to solve complex problems with a sharp eye on ROI and creative flair.

- Willing and eager to roll up your sleeves to step in for your team, if needed.

- Excellent communication and presentation skills (written and verbal).

- Familiarity with working in cross-functional environment and distributed team setups.

- Ideal candidate would have built marketing team from scratch for a SaaS start-up from seed to Series A/B or would be from a Tier 1 MBA college.

Roles and responsibilities:

• Managing organizational sales by developing a business plan that covers sales, revenue, and expense controls.
• Meeting planned sales goals.
• Setting individual sales targets with the sales team.
• Tracking sales goals and reporting results as necessary.
• Overseeing the activities and performance of the sales team.
• Coordinating with marketing on lead generation.
• The ongoing training of your salespeople.
• Develop your sales team through motivation, counselling, and product knowledge education.
• Develop a partner Go-to-Market strategy that complements the individual practice plans. Create new promotions, events, and programs to increase positive awareness and ultimately, increase sales for Frugal Testing.
• To build solutions, demos, and POCs, which can be taken to market.
• Identifying potential leads, and developing and executing strategic alliances to generate revenue.
• Manage end-to-end partner relations including pitching and negotiation.
• Brainstorm and ideate creative marketing ideas to increase product adoption & awareness.
• Promoting the organization and products.
• Understand our ideal customers and how they relate to our services.
• Overseeing promotions and campaigns
• Planning and directing the hiring and training of new Sales Representatives.

Requirements:

• Bachelor’s degree in business or related field.
• Experience in planning and implementing sales strategies.
• Experience in customer relationship management.
• Experience managing and directing a sales team.
• Excellent written and verbal communication skills.
• Dedication to providing great customer service.
• Ability to lead a sales team.
• Experience in digital marketing – Google Ads, LinkedIn Ads, FB Ads, Email Campaigns, SEO, etc.
• Experience of handling an event is desirable but not mandatory.
• Experience working on any Marketing Automation tool.
• Experience working with cross-functional teams.

• Grow business month on month - Identify and map prospective clients, forecasting revenue monthly/quarterly and negotiating the terms of agreement.
• Focus on growing new relationships with key partners, negotiate contracts and pursue ways to secure long-term relationships.
• Primary responsibility will be to understand client requirements & on-board quality Affiliates / Publishers / Ad networks to deliver required quality & numbers through research, referrals, networking, cold calling, data feeds and emails.
• Media buying (both mobile and PC web traffic of CPA, CPC, CPL, CPI, CPS, CPT, CPR, CPV, CPA traffic.
• Close coordination with BD & Client Servicing Team.
• Negotiate and manage commission structures for affiliates
• Thorough knowledge of attribution platforms Appsflyer, Branch, Singular, Adjust, Kochava etc.
• Troubleshooting tracking issues at publisher end. Ensure timely resolution of publisher queries through proper escalation.
• Develop business strategies to improve affiliate program.
• Maintain open communication with all affiliates on the day-to-day issues. Communicate with new and existing affiliates regarding upcoming promotions and optimization opportunities.
• Allocate targets to affiliates and ensure that targets for the respective campaigns are met within specified timelines.
• Stay current with trends in affiliate marketing and identify new opportunities.
• Interacting with advertisers along with the demand team to understand campaign performance & to further optimize campaigns.

• 3-6 years professional experience in Affiliate Marketing.
• Working knowledge of HasOffers, Affise, Trackier, and other Tracking Platforms.
• Bachelors or above from an accredited university or college
• Candidates should have very good connection with Affiliates / Publishers / Ad networks. 
• Core Affiliate Industry/Performance Marketing Experience.
• Strong data analytical skills.
• Team management skills as well as ability to work independently.
• Thorough understanding of the types of fraud in Web or Mobile.
• Must have existing relationship with wide array of Affiliates / Publishers / Ad Networks.
• Strong understanding of attribution mechanisms, cookies, pixels, tracking platforms & MMPs

      Other Benefits:

•  Insurance - Medical Insurance Coverage of 3,00,000 for individual, spouse and kids. *Option of including parents and higher coverage amount of 5,00,000 
• Professional Development - Reimbursement towards relevant courses that can help you grow your career and build your knowledge level. 
• Food - Lunch, Tea and Snacks. All you can eat! 
• Work Culture- Flexible Result Oriented Work Environment 
• Dress - We aren’t buttoned down. Wear anything you’re comfortable in. Wear any comfortable dress you like to the office – and be as comfortable at work 
• Foosball - Whether you want to pick up the game or master your skills, you’ll find plenty of people to play with 
• TGIF - We’ll find something to do at the end of each week. 
• Work hard, party harder!

Responsibilities

• Reaching out to architects and interior designers according a marketing strategy
• Managing company’s communication related to business development
• Representing the company at events
• Engaging the retail customers through marketing campaigns

Skills Required

• Desktop applications like MS Office
• Fluency in English
• Knowledge of online channels of marketing and publicity

Qualification

• Graduate in any discipline

Experience

• Minimum 3 year of experience in digital marketing

• Create and manage nurture streams across email, digital, and direct mail that will progress the leads through various sales stages of the buyer's life cycle from awareness to selection
• Run campaigns for lead management, lead nurturing, lead scoring, and lead routing
• Look at holistic data on leads and customers to evaluate successful strategies and areas for improvement/growth.
• Iterate and optimize campaigns to drive the best possible results
• Work with the Product Marketing team to create and develop content-rich nurturing programs using consumer insights data and marketing automation tools 
• Partner with marketing to improve strategy and execution of demand generation efforts
• Collaborate with sales operations on improving and troubleshooting issues with the lead management process
• Develop and maintain nurture reporting methodology, reports and dashboards, including performance metrics for nurture tracks and KPIs for overall program performance

• 5-6 years in Marketing or Sales Operations role
• At least 3+ years of experience managing email campaigns and program implementation
• Strong experience using marketing automation tools is essential
• Deep understanding of lead-to-revenue demand funnels, their characteristics and what causes Leads to move across stages
• Experience in B2B software / SaaS space will be a big advantage
• MBA from a reputed college, preferably in Sales and/or Marketing. 
• Excellent English presentation, written, and verbal communication skills, with an eye for quality and relevance
• Strength in collaborating with cross-functional teams, including Product Marketing, Sales and Marketing
• Self-directed, organized team player who is capable of hands-on- execution as well as long term business planning
• Implement email marketing strategies to cultivate leads into new customers (and demonstrate with data).
• Set up and document lead nurturing processes
• Plan and implement trigger-based nurturing programs that target all stages of prospect development

• Proven SEO experience
• Proven SEM experience managing PPC campaigns across Google, Yahoo and Bing
• In-depth experience with website analytics tools
• Responsible for analysing, reviewing and implementing websites that are optimized to be picked up by search engines
• Research and analyse competitor advertising links
• Develop and implement link building strategy
• Work with the development team to ensure SEO best practices are properly implemented on newly developed code
• Work with editorial and marketing teams to drive SEO in content creation and content programming
• Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords