Digital Marketing Head

Role Overview

Head of Marketing

leveraging existing brand positioning and user insights

• Activated app users
• Participation in physical events and community experiences
• Long-term credibility and discoverability of the platform

real users taking real actions

The Problem This Role Solves

new category

• Trust must be established before action
• App installs are meaningless without activation and engagement
• Digital channels must reliably drive users into physical, offline experiences

Scope of Ownership

1. High-Quality User Acquisition

• Own end-to-end digital acquisition across performance channels (Meta and others)
• Optimise for

  activated users

  , not raw installs
• Continuously improve the funnel from:

• Ad → Install → Activation → Event / Experience Participation

• Translate brand positioning and user insights into high-performing, trust-building creatives

2. Event & Experience Demand Generation

• Drive predictable attendance for physical meetups, events, and experiences
• Build repeatable digital playbooks to fill events across cities
• Work closely with Events and Community teams to align demand with supply

3. Discoverability & Credibility (SEO / AI-era Discovery)

• Own SEO and AI-led discovery strategy
• Improve visibility across themes such as:
• Communities
• Meetups and experiences
• Travel and lifestyle
• Strengthen trust signals through content, reviews, and local relevance
• Build long-term credibility and aspirational positioning

4. Lifecycle & Engagement Channels

Own and optimise lifecycle channels, including:

• WhatsApp (broadcasts and engagement flows)
• SMS
• App push notifications
• Social platforms (Instagram, Facebook)

Who Is the Right Fit

• 7–12 years of experience in digital marketing or growth
• Strong performance marketing fundamentals with a focus on

  quality, not volume

• Experience driving

  offline conversions via digital channels

• Comfortable working with ambiguity and new categories
• Strong analytical ability combined with creative judgment
• Deep respect for high-trust, discerning user segments

Who Will Not Be a Fit

• App-install–only performance marketers
• Profiles optimised purely for CAC without downstream quality ownership
• Brand-only marketers with no acquisition depth
• Those uncomfortable being accountable for offline outcomes
• Low-ownership, agency-style operators

Non-Negotiable Traits

• Obsession with user quality over scale
• Strong judgment around trust, tone, and credibility
• Data-driven, without being blind to nuance
• Comfortable experimenting and failing fast
• Calm, structured, high-ownership mindset