Director - Growth & Subscription Revenue

Lokal; India; On-site; INR 400,000 - 800,000; Full time

Job summary

Lokal is seeking a senior Growth Marketing lead to own the full subscription revenue across four products. You will lead performance marketing, CAC optimization, pricing and monetization, and build a cross-functional team to drive vernacular-market growth.

You should have 5+ years in growth, a track record in subscription businesses, and deep expertise in end-to-end funnel optimization, experimentation, and channel-mix decisions for a multi-product portfolio.

Qualifications

• 5+ years of growth marketing, with a revenue ownership track record.
• Experience scaling a subscription business and managing multi-product portfolios.
• Expertise in CAC optimization and end-to-end funnel growth.
• Ability to build and lead a cross-functional growth team.

Responsibilities

• Own total subscription revenue across four products with four audiences.
• Direct performance marketing across Meta, Google, and other channels.
• Own funnel from awareness to pay, with experimentation and pricing tests.
• Set pricing, packaging, and paywall strategies to optimize revenue.

Skills

Growth marketing

P&L ownership

CAC optimization

Subscription business

Cross-functional leadership

Tools

Meta Ads

Google Ads

ASO

Job description

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.

Four of those focused apps — GyanTV, 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.

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
• CAC optimization as an ongoing discipline, not a one-time fix — continuously testing channel mix, bidding strategy, and creative to bring CAC down without starving volume

Funnel and experimentation

• Building and owning the full product and marketing funnel — awareness through acquisition, activation, trial, paid conversion, and win-back
• Running a structured, high-velocity experimentation engine across funnel stages: pricing tests, paywall placement, onboarding flows, creative-to-landing-page match
• Bringing genuinely new growth plays to the table, not just optimizing what already exists

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 You'll Bring

• 5+ years of relevant growth marketing experience, with a track record you can walk through in detail — not just describe at a high level
• 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
• Experience scaling a business to ₹200–300 Cr+ in annual revenue, or managing a business generating ₹8–10 Cr+ in monthly revenue — you've operated at a scale where the trade-offs are real and the margin for error is thin
• Strong, hands-on expertise in CAC optimization and performance marketing — you can walk through exactly how you brought CAC down while protecting volume and quality
• Proven ability to build and optimize product and marketing funnels end to end, with a bias toward experimentation — you treat the funnel as something to be continuously rebuilt, not a fixed pipe you pour spend into
• 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
• Experience in subscription-based business models is strongly preferred — you understand content/subscription LTV curves, churn, and win-back dynamics specifically
• 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

How You'll Be Measured

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