Head of Growth Marketing - Subscription & Revenue

Head of Growth Marketing - Subscription & Revenue

About Lokal:

In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren't really using the internet meaningfully yet. We believed that if we started with local content in their own language, they'd come back every day; once there was habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online.

This spark became Lokal. Our first instinct was to put everything in one place, one app local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight: when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies and marketplaces, we began unbundling and verticalizing. Today, Lokal is a house of focused apps, many products, one mission: to connect Tier-2/3+ India to the knowledge, opportunities, tools, and experts they've always deserved.

We now operate dozens of live apps across categories like:

• Edutainment & Skill Learning — practical skills and learning in regional languages (GyanTV)
• Matrimonial Matchmaking — hyperlocal, compatibility-first partner search (Lokal Matrimony)
• Agri Consulting — farmer-first advisory in local languages (AgriLokal)
• Local Jobs — blue- and grey-collar opportunities close to home (Lokal Jobs)
• Social & Community — a place to find and post social updates (Lokal app)
• Emotional Well-being & Peer Support — safe spaces to talk and feel heard (Dostt & Eaze)
• Astrology & Guidance — instant access to trusted astrologers via chat and voice (AstroLokal)
• & many more in testing & experimental space 

Under the hood, Lokal is a discovery and access platform: local-language internet + deep Bharat insight + AI. When someone opens a product we've built, they don't wade through clutter; they get a straight line to what they came for.

This is the story new teammates walk into: a company that started as a WhatsApp group, became a family of focused apps, and kept one belief at the center: access changes lives. We ship fast. We learn fast. We build for Bharat.

We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital.

About the role:

Four of those focused apps Gyan TV, Sahi English, Poster Maker, and Matrimony run on subscription revenue. What's missing is one owner who can see all four at once, allocate the next rupee and the next hire across them, and build the acquisition and monetization engine as a single system instead of four disconnected ones.

You will own subscription revenue  the whole number, not a slice of it  across four products with four different Consumers, four different LTV curves, and one shared marketing org that you build and run. This is not a "run performance marketing" role. It's a P&L seat, sitting in leadership, parallel to the product heads  not underneath them, partnering with them as an equal.

Requirements

What you'll own

The number

• Total subscription revenue across the four-product portfolio, tracked on revenue scale and LTV/CAC  not spend, not impressions, not a ROAS target handed down from someone else.

Acquisition, end to end

• Performance marketing across Meta, Google, and emerging channels, with an explicit mandate to cut single-platform dependence.
• ASO and organic pull, so growth isn't 100% spend-led.
• Influencer marketing and channel mix decisions across four audiences that don't look alike.
• High-volume, vernacular-first creative testing  an iteration engine, not a monthly campaign calendar.

Monetization mechanics

• Pricing, packaging, trial design, paywall placement, autopay mandate economics, and win-back.
• The line between ad promise and in-app delivery  if the hook oversells, trial-to-paid conversion and trust both break, and that's your problem to prevent.

Money and people

• Marketing budget allocation across four businesses with different LTV curves, deciding where the next rupee and the next hire go is a live judgment call, not a formula.
• Building and running a multi-function team: performance marketing, lifecycle/CRM, creative, ASO, growth analytics.

The rigor underneath it

• Blended and channel-level ROAS, M0-to-payback visibility, and CAC/payback targets set by product and category  a single blended number tells you nothing across four different businesses.
• Incrementality and attribution done properly  MMM plus platform data, not last-click.
• Compliant, resilient account structures and creative guidelines for categories that get scrutinized hard  personal finance–adjacent and matrimony traffic doesn't survive lazy account hygiene.

What good looks like in the first two quarters

• You have clear visibility into CAC, payback period, and cohort LTV across all four products through a single, reliable reporting framework.
• Acquisition is well diversified, with reduced dependency on any one marketing channel while maintaining healthy CAC.
• A structured creative testing process is in place, enabling continuous experimentation with high-quality vernacular creatives.
• You're actively involved in product roadmap discussions, ensuring monetization and growth are considered early rather than after features are built.

What you'll bring

• You've owned a revenue P&L before  ideally in a subscription business  not just a spend budget or a ROAS target someone else set for you.
• You've run growth across more than one product or business line at once, and made real trade-off calls between competing bets with a shared budget.
• You know India consumer subscription mechanics cold: UPI autopay/e-mandate economics, low-ARPU high-volume funnels, vernacular creative at scale. This isn't a market you're learning on the job.
• You're fluent in ad-platform policy and account health, and have built compliant creative guidelines and resilient account structures for a regulated or heavily scrutinized category (fintech-adjacent, matrimony, health, etc.).
• You can talk unit economics without notes: CAC, payback period, cohort LTV, blended and channel ROAS, and the MMM/attribution stack underneath them.
• You've built a marketing org, not just operated inside one. Hiring, structuring, and managing performance/CRM/creative/ASO/analytics functions.
• You have a real network across ad platforms, agencies, and creative supply that you can activate in month one, not month six.

Nice to have

• Experience across more than one India consumer category  edtech, matrimony, content, fintech.
• A product-led growth instinct: you think about monetization as something built into the product experience, not layered on top of it.

How you'll be measured

Total subscription revenue and LTV/CAC across the portfolio. Everything above is in service of that number.

Experience Level

Executive Level