Lead - Digital Marketing

SuperK is building Bharat’s most efficient value retail chain—designed for the next 500 million consumers. We bring modern, organized retail to underserved Tier 3–5 towns through a sharply focused model: high-velocity assortments, deep value pricing, and capital-efficient store formats powered by a strong supply chain backbone. Today, SuperK operates 160+ stores across multiple states, supported by a growing warehouse network and an integrated omni-channel platform. Our model blends FOFO (franchise-led scale) and COCO (company-led control) to expand rapidly while maintaining unit economics discipline. We are now at an inflection point—with a clear path to 1000 stores in the next 5 years. The focus ahead is simple: scale fast, scale profitably, and build institutional-grade systems that can support a national retail network. We are building an in-house digital team to fully replace the agency model and own acquisition, retention, and growth end-to-end. The Digital Marketing Lead runs both sides of the funnel — equally accountable for getting new customers in and keeping existing ones active. This is not a performance-first role with CLM bolted on; retention is a core deliverable.
## What you will own
• Full digital P&L — acquisition spend, CRM budget, and retention outcomes — across three growth themes: B2B franchisee lead generation, B2C store footfall + Gold membership, and QCOM app scale-up. • Retention strategy as a first-class function: Gold membership lifecycle (onboarding, engagement, renewal), CRM channel mix (SMS, WhatsApp, Push, RCS, IVR), customer segmentation, and win-back flows. You set the CLM philosophy, not just approve the calendar. • LTV thinking — you decide whether to spend more acquiring new customers or re-engaging lapsed ones. Budget allocation must reflect a full-funnel LTV view, not just CAC. • Acquisition strategy: paid media (Meta, Google, UAC), hyperlocal footfall campaigns, B2B franchisee lead funnels, SEO/AEO/GEO roadmap. • CRM platform ownership at a strategic level — define segmentation logic, lifecycle stages, and measurement framework; the Retention Manager executes within it. • Team leadership — directly manage the Performance Marketing Manager and Retention Marketing Manager, with one executive each. • Agency replacement — build in-house capability and SOPs across both acquisition and retention. • Monthly reporting to Head of Marketing: full-funnel view covering CAC, CRM-attributed revenue, repeat rate, churn, Gold membership numbers, and app MAU. • Measurement architecture — GA4, GTM, Looker Studio — covering both paid acquisition and CRM outcomes. • Coordinate with the parallel content and design team for creatives across performance and CRM channels.
## Three themes you will run
• Qualified FOFO franchisee enquiries via paid + organic; lead-to-onboarding funnel in partnership with BD. B2B – Franchisee lead gen • Hyperlocal acquisition driving walk-ins AND Gold membership lifecycle keeping members active and renewing. B2C – Store footfall + Gold Membership • App installs via paid campaigns; in-app engagement and repeat-order rate via CRM flows B2C – QCOM App
## KPIs — you are accountable for both acquisition and retention
Metric What you own Franchisee leads Qualified lead volume, CPL, lead-to-site-visit conversion Store footfall CAC per footfall, hyperlocal ROAS, store-level attribution Gold Memberships New members/month, cost per member, renewal rate Retention / CLM Repeat purchase rate, churn rate, win-back rate, CRM-attributed revenue App Growth Installs, D30 retention, MAU, in-app order rate Organic reach Organic traffic, GSC impressions, AI-platform citations Team efficiency Cost-per-outcome vs agency baseline, budget utilisation

## Must-have experience
• 7–10 years in digital marketing with genuine depth on BOTH sides: performance/acquisition AND CRM/lifecycle. Candidates who have only run paid media will not be considered. • Hands-on CRM platform experience — CleverTap, MoEngage, or WebEngage — must have built journeys and segments independently, not just overseen an agency. • Customer lifecycle strategy — has owned or co-owned a loyalty/membership program, repeat-purchase funnel, or retention KPI in a previous role. • Multi-channel CRM execution: SMS, WhatsApp, Push — understands delivery mechanics, opt-out compliance, and what drives conversions vs. opens. • LTV and cohort analysis — can read a retention curve, spot the inflection point, and build a campaign response to it. • Hands-on with Google Ads (Search, PMax, UAC) and Meta Ads — actual campaign builds, not just budget approvals. • Experience running hyperlocal or multi-location campaigns across Tier 2/3 markets in India. • SEO/AEO/GEO — understands technical SEO, structured data, and how to show up in AI-generated answers. • Attribution and dashboards — GA4, GTM, Looker Studio — for both paid and CRM measurement. • B2B lead gen experience (franchisee, partner, or enterprise segments) is a plus. • App marketing — UAC/App campaigns, MMP (AppsFlyer/Adjust) — preferred.
## Nice to have
• Prior experience at a D2C, quick-commerce, grocery retail, or loyalty-program brand. • Telugu language familiarity — most of our CRM copy is bilingual (English + Telugu). • Experience building an in-house team from an agency handover context. • RCS or WhatsApp Business API experience at scale.
## Tools you should know
Google Ads · Meta Ads · GA4 / GTM · Google Search Console · CleverTap / MoEngage / WebEngage · Looker Studio · SEMrush / Ahrefs · AppsFlyer / Adjust · Excel / Sheets