BUSY - General Manager - Marketing

Key Responsibility Areas:

• Brand Strategy and Category Leadership - Build Busy the way a D2C brand is built: a direct relationship with the SMB owner and the accountant rather than through the channel alone.
• Demand Generation and Customer Acquisition - Drive predictable New Customer Acquisition, Trial-to-Paid conversion, and Subscription/Cloud Upsell within the planned marketing budget and payback period.
• First-Party Audience and Customer Lifecycle - audience development, customer communities, creator partnerships and referral programmes.
• Content, Organic Discovery and Website - including SEO and AI-search visibility.
• Product Marketing and Competitive Intelligence Public Relations and Marketing Communications.
• Channel and Ecosystem Marketing.
• Marketing Analytics, Budget and Commercial Accountability.
• Management of the marketing team, agencies and external vendors.

Desired:

10 to 14 years in marketing, with both brand and performance accountability.

• D2C and high-velocity growth: A track record of building a brand, scaling digital acquisition and growing first-party communities for a high-volume SMB SaaS, FinTech, EdTech or D2C brand in India: tens of thousands of leads or trials a month, not enterprise account-based marketing.
• Indian MSME world: A deep understanding of the Indian MSME world (the trader, the accountants and the CA) across Tier 1, 2 and 3 towns, with hands-on experience of vernacular content and regional creator partnerships.
• Full-stack funnel operator: As comfortable with creative hooks and YouTube, Instagram and WhatsApp community engagement as with CRM attribution, conversion rates and CAC payback cohorts worked through with Sales.
• AI-native marketing leader: Uses AI workflows to scale content production, video localisation, ad-creative testing and SEO without adding headcount or agency retainers.