Marketing Manager - Developer Relations (Indus Appstore)

Reports To: Head - Business Marketing – Indus Appstore

Experience: 5-7 years in Developer Marketing / Developer Relations / Ecosystem Development / ABM Strategy/

About Indus Appstore

Indus Appstore is a homegrown alternative to global app marketplaces, designed with the Indian user in mind. It enables access to millions of apps across categories, supports native language interfaces, and enhances content discovery tailored for Indian preferences. With a robust ecosystem backing and an India-first philosophy, Indus Appstore is building the future of digital distribution — inclusive, open, and localized.

Alongside our consumer product, we are focused on building a vibrant developer-facing platform that enables mobile app developers, Indian and Global alike,to list, distribute, and manage their apps with ease — all while benefiting from a zero-commission, transparent, and developer-first approach.

As we scale aggressively, our focus is twofold:

1. User Growth

   through differentiated, regional-first app discovery

2. Developer Growth

   by building a viable, high-performance ecosystem for app developers

Why This Role Is Mission-Critical

There’s a strong pareto that exists in the global app economy, so it’s imperative to augment the sales efforts and go after the top enterprises and apps that drive 80-90% of the app usage and downloads. There is also a large opportunity that runs into millions of long-tail yet regionalized content and local/Indie developers that need to be brought in solely at the back of marketing efforts.

Developer Relations Marketing Manager

Key Responsibilities

Developer Pipeline & Product Marketing

• Build and execute a robust

  product marketing

  strategy targeting top 5,000 global apps and their parent developers.
• Design end-to-end journeys for KDMs (Product Heads, CTOs, Growth Leaders) to evaluate and onboard onto Indus Appstore.
• Create go-to-market toolkits and communication for new APIs, features, and dev tools
• Craft focussed playbooks for

Enterprise developers

Mid-sized and Long-tail developer ecosystem

Developer Community & Ecosystem Building

• Create and scale an

  always-on developer ecosystem

  — through forums, programs, online platforms, and in-person networks.
• Establish a

  Developer Advocacy Council

  with marquee voices across India and abroad.
• Seed a developer-first culture and flywheel around product feedback, advocacy, and referrals
• Build a

  Dev Evangelist Network

  of power users, thought leaders, and influencers.

Event Strategy & Thought Leadership

• Own a comprehensive

  event calendar

  – developer summits, global roadshows, partner meetups, webinars, and hackathons.
• Design & execute

  bespoke CXO roundtables

  , AMAs, and invite-only tech dinners for strategic relationship building.
• Build co-branded activations with partners (OEMs, infra providers, dev communities)
• Spearhead the platform’s thought leadership through podcasts, whitepapers, keynote opportunities, local and global publications and ecosystem reports.

MQL & Martech Integration

• Build and manage a pipeline of

  Marketing Qualified Leads (MQLs)

  via developer signups, trials
• Work closely with the product teams, agency partners and utilise the martech stack to build an integrated attribution model and personalized outreach journey.
• Partner with sales and BD to convert leads into long-term developer partners.

Content & Brand Narrative

• Work with social media, content and creative teams to curate and co-create platform stories, technical content, case studies, and success narratives with developers.
• Launch and scale a

  Dev Blog

  , periodic newsletters, and social storytelling via X, GitHub, LinkedIn, and more.
• Ensure

  brand consistency

  across all touchpoints while allowing for regional, cultural, and category nuance.

Ideal Profile

Must-Haves

• 5-7 years of experience in

  Developer Marketing / Developer Relations / B2B Tech Marketing

• Proven success building programs targeting

  enterprise and indie developers

  , especially in mobile-first industries
• Exposure to

  ABM frameworks

  , marketing automation tools (Hubspot, Marketo, etc.), and CRM systems

Preferred

• Strong network in India and global developer ecosystems (SEA, MENA, US)
• Experience working with

  app stores, OEMs, or platform aggregators

• Comfort with both

  technical and business stakeholders

• Prior experience managing or collaborating with developer communities (Stack Overflow, GitHub, Discord, Reddit)

Who You Are

• You have a

  builder’s mindset

  – proactive, agile, and able to function in ambiguity
• You can switch gears effortlessly between

  strategy and execution

• You thrive at the intersection of

  technology, marketing, and community

• You bring

  humility, hustle, and a strong sense of purpose

  to your work

What We Offer

• A seat at the core of one of India’s most ambitious digital infrastructure plays
• Ownership of a mission-critical function with opportunity to create global impact
• High-agency, high-autonomy environment with the opportunity to lead from the front