Head of Marketing

Role Overview

We are seeking a Head of Marketing who has deep fintech experience, proven success in driving measurable growth, and the strategic vision to build Keyy into a category-defining consumer fintech brand.

You will lead the entire marketing charter end-to-end—from growth strategy and funnel performance, to brand development, paid media, ATL/BTL campaigns, and cost-accurate demand projections. This is a hands-on leadership role that requires both strategic thinking and executional muscle.

Key Responsibilities

Growth Strategy & Performance

• Define and own the user acquisition, retention, and conversion roadmap across all channels (organic + paid).
• Build detailed CAC, LTV, channel efficiency and ROI dashboards for all major acquisition engines.
• Architect 360° growth plans including performance marketing, influencer campaigns, lifecycle marketing, SEO/ASO, referral loops, and partnerships.
• Work closely with product, design, and tech to run growth experiments and optimize the full-funnel across web/app journeys.

Brand & Positioning

• Develop a clear, differentiated, and emotionally resonant brand voice for Keyy tailored to Gen Z and millennial India.
• Craft end-to-end messaging for campaigns—from narratives and taglines to copy and visual tone.
• Build top-of-funnel mindshare through digital, offline, PR, influencer, and ATL campaigns.
• Lead creative strategy with agencies or in-house teams for TV, OOH, influencer films, and branded content.

Budgeting, Projections & Cost Management

• Build monthly and quarterly marketing forecasts, including:
• CAC by channel
• Revenue attribution
• Marketing payback periods
• Accurately project media planning costs across:
• TV (CPM, GRPs, daypart costs)
• Influencer campaigns (CPV, CPC, cost per integration)
• Offline/OOH (cost per metro city, per site, per week)
• BTL activations (event-based ROIs, staffing costs)
• Maintain cost hygiene by constantly benchmarking agency/vendor costs and renegotiating terms.

Leadership & Execution

• Build and lead a lean, high-performing marketing team across growth, brand, content, and performance functions.
• Set quarterly OKRs and build dashboards with clear KPIs tied to business goals.
• Hire and manage external partners (media agencies, influencer networks, creative studios) with tight SLA and deliverable control.
• Be execution-obsessed: strategy is only as good as how fast and how well it gets done.

Qualifications

• 6+ years of **progressive marketing experience in a B2C fintech environment is mandatory.
• Proven record of delivering 10x+ user growth or GMV increases through data-driven campaigns.
• Hands-on experience with:
• Meta/Google Ads
• Attribution tools (e.g., Appsflyer, Branch, Mixpanel)
• CRM tools (e.g., MoEngage, Clevertap, WebEngage)
• Media buying/planning across ATL and influencer channels.
• Exceptional analytical capability—ability to model, forecast, and optimize across large user funnels.
• Deep understanding of unit economics, CAC:LTV, payback periods, burn control, and cost benchmarking.
• Prior experience managing multi-crore budgets with ROI accountability.
• Strong brand instinct and copy chops: you should know when to sound premium, funny, or deadly serious.

Nice-to-Haves

• MBA from Tier 1 B-school (IIM, ISB) or engineering + startup scaling experience.
• Past experience scaling a fintech app from 0 to 1M+ users.
• Built and led teams of 5+ marketers and managed agencies/creatives at scale.

Why Join Keyy?

• Own the marketing charter end-to-end at a breakout-stage fintech startup.
• Work directly with the founders to craft a high-impact consumer brand.
• Be part of a team obsessed with solving real, valuable financial problems.
• Fast-track to CMO role as we scale.