Head of Marketing

Pinkvilla Inc; Mumbai; On-site; INR 4,000,000 - 6,000,000; Full time

Job summary

Pinkvilla Inc. is seeking a Head of Marketing to own app growth and brand strategy, with a strong focus on organic, content-led, and innovative growth initiatives. This role will lead planning, execution, and optimisation of marketing efforts to drive app downloads, engagement, and retention, while using paid marketing strategically as a support lever.

You will also mentor a marketing team and collaborate with senior stakeholders to align growth priorities and performance metrics.

Qualifications

• 12–15 years of growth/digital/app marketing experience.
• Proven experience leading organic-first growth at scale.
• Strong understanding of app funnels, attribution, retention, and engagement metrics.
• Hands-on experience with paid marketing platforms as a supporting lever.
• Experience mentoring teams and influencing stakeholders.

Responsibilities

• Define and lead the overall marketing and growth strategy for app installs, engagement, and retention.
• Champion organic growth levers including content virality, creator collaborations, and partnerships.
• Plan and execute integrated campaigns across app, web, social, email, push, and on-platform placements.
• Identify new, innovative distribution opportunities beyond traditional paid media.

Skills

Growth marketing

Organic growth

App funnel

Paid marketing

Team leadership

Job description

Pinkvilla is India's leading entertainment and lifestyle content platform, reaching over 50 million users monthly across web, mobile, and social media. Backed by Flipkart, Pinkvilla covers Bollywood, television, regional cinema, Hollywood and Korean entertainment, and produces marquee properties such as the Pinkvilla Screen and Style Icons Awards. As part of the Flipkart Group, Pinkvilla is building a structured internal go-to-market to make its media, content, and event properties available to Flipkart's own business units as a marketing and brand-building resource

Role Overview

The Head of Marketing will own app growth and brand marketing strategy, with a strong focus on organic, content-led, and innovative growth initiatives. This role will lead planning, execution, and optimisation of marketing efforts to drive app downloads, engagement, and retention, while using paid marketing strategically as a support lever. The role also involves leading and mentoring a marketing team and working closely with senior stakeholders.

Key Responsibilities

• Define and lead the overall marketing and growth strategy for driving app installs, engagement, and retention.
• Champion organic growth levers including content virality, creator collaborations, platform-native formats, partnerships, and community-driven initiatives.
• Own planning and execution of integrated campaigns across app, web, social, email, push notifications, and on-platform placements.
• Identify new, innovative distribution and discovery opportunities beyond traditional paid media.

Content-Led & Brand Marketing Leadership

• Lead amplification strategy for key IPs, exclusives, shows, and tentpole moments through organic and supported distribution.
• Oversee influencer- and creator-led initiatives aligned with growth and brand goals.
• Ensure consistent brand messaging, positioning, and storytelling across all marketing touchpoints.
• Lead, mentor, and develop a team of marketing managers and executives.
• Set clear goals, KPIs, and success metrics for the team.
• Foster a culture of experimentation, ownership, and data-driven decision-making.
• Review team output, provide feedback, and support professional growth.

Cross-Functional & Stakeholder Collaboration

• Work closely with Product, Content, Editorial, Social, Design, Influencer, and Sales teams to align growth initiatives.
• Partner with product teams on app funnel optimisation, onboarding journeys, and retention strategies.
• Collaborate with leadership on long-term growth planning and marketing priorities.
• Manage external agencies and partners when required.

Reporting, Insights & Planning

• Own marketing dashboards and performance reporting.
• Present insights, learnings, and recommendations to senior leadership.
• Use data to inform strategy, prioritisation, and budget allocation.

Key Skills & Qualifications

• 12-15 years of experience in growth marketing, digital marketing, or app marketing.
• Proven experience leading organic-first growth initiatives at scale.
• Strong understanding of app funnels, attribution, retention, and engagement metrics.
• Hands-on experience with paid marketing platforms, with the ability to use them strategically rather than as the primary growth lever.
• Experience managing and mentoring teams.
• Strong strategic thinking, execution ability, and stakeholder management skills.