Growth Lead - Rural Marketing & Demand generation || B2B Startup || Upto 18lpa

About the Role

The role involves running funnel, CAC, and cohort analyses using GA4, Looker, or Amplitude, and creating an experimentation engine to A/B test vernacular WhatsApp flows, landing pages, and offers.

Responsibilities

• Build data-driven growth loops across farmers, labour contractors, and buyers.
• Run funnel, CAC, and cohort analyses using GA4, Looker, or Amplitude.
• Create an experimentation engine: A/B test vernacular WhatsApp flows, landing pages, and offers.
• Implement attribution and tracking systems across CRM, UTMs, and campaign tagging.
• Design and optimise campaigns across WhatsApp, IVR, SMS, Meta Ads, YouTube, and rural influencers.
• Own lifecycle journeys: onboarding, engagement, retention, and win-back.
• Automate personalised flows via CRM tools, Meta BSPs, and WhatsApp integrations.
• Build vernacular retargeting and audience segmentation strategies.
• Create activation playbooks for mandis, SHG meetings, farmer days, and village events.
• Launch referral and ambassador programs for farmers and mukkadams.
• Manage vernacular WhatsApp, Telegram, and Facebook groups as micro communities of trust.
• Design physical kits and grassroots activations to reinforce brand credibility.
• Build and maintain a messaging library for different regions, crops, and user cohorts.
• Create farmer-facing videos, WhatsApp campaigns, brochures, and case studies.
• Work with agronomy experts to turn technical PoPs into easy-to-use narratives.
• Enable field officers with content packs in local languages.
• Define a rural-first SEO strategy with vernacular keywords, farmer FAQs, and local business listings.
• Build content engines (articles, videos, reels) that pull in inbound demand for advisory and marketplace services.
• Manage a distributed team of vernacular writers, translators, and editors.

Qualifications

• 36 years in growth, lifecycle, or rural brand marketing.
• Experience launching or scaling products in agri, FMCG, or rural India (Tier 24 markets).

Required Skills

• Hands-on with Meta Ads, GA4, Hubspot/Zoho, Glide, Retool, and WhatsApp CRMs.
• Track record in A/B testing, WhatsApp automation, and funnel optimisation.
• Deep understanding of rural audiencestheir trust triggers, aspirations, and adoption barriers.
• Fluent in Marathi and Hindi; comfort working across rural and urban contexts.