About Lokal:In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren't really using the internet meaningfully yet. We believed that if we started with local content in their own language, they'd come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working.Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising.Today, Lokal is a house of focused apps, many products, one mission:to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they've always deserved.We now operate dozens of live apps across categories like:
Edutainment & Skill Learning
- practical skills and learning in regional languages (GyanTV)
Matrimonial Matchmaking
- hyperlocal, compatibility-first partner search (Lokal Matrimony)
Agri Consulting
- farmer-first advisory in local languages (AgriLokal)
Local Jobs
- blue- and grey-collar opportunities close to home (Lokal Jobs, Sahi Jobs)
Social & Community
- Place to find & post social updates (Lokal app)
Emotional Well-being & Peer Support
- safe spaces to talk and feel heard (Dostt & Eaze)
Astrology & Guidance
- instant access to trusted Astrologers via chat and voice (AstroLokal)
Advisory Services
- early bets in legal help, financial guidance, career counselling, and moreUnder the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight+ AI. When someone opens a product we've built, they don't wade through clutter; they get a straight line to what they came for.This is the story new teammates walk into:a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centre — access changes lives.We ship fast. We learn fast. We build for Bharat.We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital
Role Summary
Own and scale user acquisition for GyanTV. You'll lead the performance marketing team, hit volume targets at the required CAC and ROAS, and continuously unlock new (paid and organic) channels. You combine analytical rigor with creative instincts to produce winning ads and landing experiences.
What You'll Do
- Own paid acquisition P&L across channels (Meta, Google/YouTube etc): budgeting, pacing, forecasts, and weekly targets
- Hit CAC/ROAS targets at scale by designing experiments, tightening audiences, bids, and funnels; stop loss on under‑performers
- Build a creative engine: briefs, rapid iteration, and testing of angles/hooks; partner with in‑house/agency designers and creators to ship high volume new variants/week
- Open new growth channels: creators/influencers, referral programs, communities, partnerships, ASO/SEO etc relevant to GyanTV
- Improve the funnel end‑to‑end with PM: landing pages, onboarding flows, paywalls, and CRM nudges to boost activation and payback
- Make decisions from data: define success metrics with the Analyst; run A/B tests with guardrails; publish clear results and next steps
- Own the marketing stack: MMP/attribution (e.g., AppsFlyer/Adjust/Branch), analytics, ad platforms, and automation tools
- Lead and coach the team: set weekly plans, review performance/creatives, upskill specialists, and keep agencies accountable
Requirements
Core skills & experience (must‑haves)
- Performance marketing background (3+ years hands‑on in Meta/Google/YouTube; managed 8+ figure annual budgets)
- Ability to generate insights from data: cohorting, incrementality thinking, comfort with spreadsheets; bonus for SQL/BQ/Metabase
- Creative judgment + production know‑how: write briefs, test hooks, guide edits, and pick winners quickly
- New & organic channels: experience spinning up at least one of—referrals, influencers/UGC, communities, ASO/SEO, partnerships
- Hustler attitude: bias to action, ownership mentality, and comfort operating with imperfect information in a startup
Nice to have
- App growth experience (MMPs, SKAN, UAC/ASA, deep links)
- Landing page/website CRO (CRO frameworks, basic HTML/CMS familiarity)
- Experience in content/OTT/ed‑tech or other consumer subscription products
