Marketing Head

Role Summary

We are looking for a high-energy, strategic Marketing Head - India to build Kapston Home Services as India's most trusted home services brand. This is a 0-to-1 brand building role. You will own the entire marketing P&L - from brand strategy and launch to performance marketing, growth, and partnerships. You will work directly with the founders and our brand ambassador team.

This role is for someone who has built a B2C app-based brand from early stage to scale or any similar experience.

Key Responsibilities

1. Brand Strategy & Leadership

• Define and own the Pan-India brand positioning, architecture, and Go-To-Market strategy for Kapston Home Services.
• Lead brand communication to establish trust and credibility.
• Build a brand that stands for safety, trained professionals, and quality - differentiating from unorganized market.

2. Growth & Performance Marketing

• Own Customer Acquisition (CAC), Retention, and LTV. Drive app installs and first transactions for Kapston Home Services App.
• Plan and execute Pan-India launch - Phase 2: Bangalore, Chennai, Mumbai, Delhi NCR.
• Lead performance across Meta, Google, Programmatic, ASO, Influencer, Affiliate, and Offline (OOH, Print, Radio, Events).
• Build lifecycle marketing: Push, SMS, WhatsApp, Email automation to drive repeat usage for Cleaning, Beauty, EPC services.

3. Product & Category Marketing

Work with Product & Operations to create compelling category playbooks for Cleaning, Beauty & Wellness, Electrical/Plumbing/Carpentry, AC Repair.

Drive pricing, packaging, offers, and service guarantees.

4. Partnerships & PR

• Own PR, ORM, and corporate communications. Manage media relations for launch events and funding announcements.
• Build strategic partnerships - RWAs, Real Estate builders, Corporates, Beauty brands, Appliance companies.
• Manage agency ecosystem: Creative, Digital, Media, PR, Influencer agencies.

5. Team & Budget

Build and lead a 10-15 member branding & marketing team.

Own and optimize annual marketing budget of XX Cr. Deliver ROI-driven reporting to board.

Requirements

• Experience: 15-20 years in Marketing, with at least 5 years as Marketing Head / Senior Marketing Leader in a B2C tech marketplace / D2C / Consumer App startup.
• Must-have: Proven experience scaling a B2C services app (Home Services, Beauty, Hyperlocal, Home Repair) from 0-1 or 1-10.
• Education: MBA from Tier 1 B-School preferred (IIM, ISB, XLRI, FMS).

Skills:

• Expert in Digital Growth, Brand Building, and Performance Marketing.
• Strong understanding of Hyderabad & South India consumer behaviour, plus Pan-India insights.
• Experience working with celebrity brand ambassadors and managing high-visibility launches.
• Data-driven: Strong with Mixpanel, Clevertap, GA4, Appsflyer, Branch.
• Excellent leadership, communication in English, Hindi, and Telugu (preferred).
• Location: Must be based in Hyderabad or willing to relocate. Frequent Pan-India travel.
• Key Performance Indicators (KPIs)
• Brand Awareness & Consideration in launch cities
• App Installs, MAU, and New Customer Acquisition Cost
• Repeat Rate, NPS, and Customer Lifetime Value (LTV)
• Category-wise GMV Growth
• Marketing ROI and Budget Efficiency