Lead - Marketing - Retail

Jumbotail is the gateway to India's mass market consumption. The Jumbotail ecosystem has the following in-house, proprietary platforms

• B2B online marketplaces (Jumbotail and Solv), multicategory - (Staples, Packaged Foods, FMCG, Apparels & Fashion, Footwear, Home Furnishing, Toys & Sports, Consumer Electronics), connecting thousands of mom & pop retail stores ("Kiranas") with brands, SME manufacturers, and sellers, across India.
• Supply Chain & Logistics -inhouse full stack proprietary tech powered for logistics for grocery, and 3p integrated logistics for lifestyle and consumer electronics categories, serving across India.
• Fintech platform for SME Lending (Solv - Anchor based Supply Chain Financing for offline distribution of leading brands/manufacturers, and Fintech platform for providing access to working capital credit for retailers and sellers in the in B2B marketplace , and
• J24 branded convenience grocery stores, owned and operated by kirana entrepreneurs, powered by Jumbotail's New Retail platform and playbook consisting of J24 consumer branding, in-store GoldenEye retail technology, data driven product selection and merchandising insights, integrated supply chain with daily store fulfilments, Greencard loyalty program and payment solutions.

ABOUT THE ROLE

The most mentally available and positively associated neighbourhood modern convenience store in its catchment.The most aspirational and trusted modern convenience store business opportunity for emerging entrepreneurs

Over 12-18 months, the Marketing Lead will:

• Increase consumer brand awareness
• Build positive Top-of-Mind (TOM) recall among households
• Increase visit frequency
• Build strong positive TOM among potential and current J24 entrepreneurs
• Define, measure, and institutionalize brand metrics across both audiences
• This role owns brand equity on both sides of the ecosystem.

JOB DESCRIPTION

Key Responsibilities:

1. Consumer Brand: Mental Availability & Frequency

Own:

• Catchment-level awareness growth
• Positive TOM during key purchase triggers
• Repetition systems (hyperlocal assets)
• Visit frequency improvement
• Emotional connect with the store
• Brand health measurement

Deliver:

• Standardized hyperlocal marketing toolkit
• Brand recall measurement system
• Quarterly brand health dashboard

Outcome: When a resident thinks of "daily essentials", J24 is recalled early and positively.

2. Entrepreneur Brand: Attractiveness & Trust

• The Marketing Lead must ensure that in target catchments and cities:
• When someone thinks "I want to start a business" - J24 is a top recall brand.

Own:

• Entrepreneur value proposition articulation
• Clear articulation of income model
• Brand credibility narrative
• Success story amplification
• Awareness campaigns

Build:

• Entrepreneur-focused landing pages
• Testimonial library
• Case studies of successful operators
• Brand perception among business-minded individuals

Outcome:

• Inbound inquiries increase.
• The quality of applicants improves.
• J24 becomes seen as a credible growth platform.

3. Brand Architecture for Dual Audience

Marketing must define:

• Consumer brand voice
• Entrepreneur brand voice

• Shared core values:
• Unified but audience-specific messaging
• Example:
• Consumers hear: "Trusted neighbourhood store. Fatafat experience. Entrepreneur run"
• Entrepreneurs hear: "Own your income. Build your local business with J24."

4. Measurement Framework

• The Marketing Lead must define and institutionalize:
• Consumer Metrics
• Aided awareness %
• Unaided awareness (TOM %)
• Positive association index
• Visit frequency per customer
• Repeat customer %
• Entrepreneur Metrics
• Brand awareness among target potential entrepreneur pool
• Entrepreneur inquiry volume
• Cost per qualified lead
• Application-to-approval ratio
• Perception of trust & income credibility

5. Enable Scalable Brand Execution

• Build brand asset library
• Create standardized templates
• Ensure consistent identity
• Prevent local dilution
• Support cluster expansion campaigns

Ideal Candidate Profile

• 10-15 years in consumer & retail brand building
• Experience in franchise / distributed models preferred
• Experience building both consumer and partner side narratives
• Highly data-driven with experimentation mindset
• Able to work cross-functionally with Growth, Ops, and Founder

Why You Should Apply

• You'll be a key player in shaping how our brand feels to our customers and the local community.
• Be part of exciting, high-energy events that bring people together and make a real difference.
• Creative freedom to come up with cool ideas and see them come to life!
• You'll learn a ton about brand-building and marketing while having fun.
• Work in a dynamic, fast-paced environment where your ideas actually matter.