Own product and growth marketing across Inc42’s data platform, mobile app, newsletters, and subscription business. Lead positioning, launches, onboarding, activation, retention, lifecycle CRM, performance marketing, attribution, and trial-to-paid conversion. Convert media audiences into registered, returning, and paying users using cohort and funnel analysis. Lead a small marketing team and build product marketing as a new function in partnership with founders, product, engineering, and data teams.
Inc42 is India's largest media and intelligence platform for the startup economy. Most people know us for the journalism and IRL communities. Fewer know that underneath it sits a set of products – a data intelligence platform covering 75,000+ companies, a newly launched mobile app, newsletters, and a subscription business – that thousands of founders, investors and operators use to make decisions.
Those products are good. Their adoption, activation and retention are not yet where they should be – and that is the job.
This is not a campaign marketing role. It is the person who owns whether someone who signs up ever comes back, whether a trial becomes a habit, and whether an audience that reads us becomes an audience that uses us.
What you'll own
- The product marketing function – positioning, launch, adoption and lifecycle across our data platform, our app, and the unified product experience we're building across them
- Activation and retention – onboarding, lifecycle journeys, cohort retention, the trial-to-paid funnel, and the reasons people churn
- The audience-to-user conversion – Inc42 has a large, engaged audience. Turning readers into registered, returning, eventually paying users is the central growth problem
- Performance marketing – paid channels, attribution and efficiency, as a growth lever rather than a standalone function
- Lifecycle and CRM as a system – segments, automation, deliverability, and the martech stack that everything runs on
- A small team – you'll lead marketers already working on distribution, lifecycle and paid, and grow the function as it scales
What success looks like
- Registered users become activated, returning users at a materially better rate than today
- The subscription funnel stops leaking in month two
- The app finds its retention curve and its habit loop
- We can answer "what does a good user look like, and how do we make more of them" with data rather than instinct
- Product marketing exists as a discipline here, rather than as three people's side-project
Who you are
- 6–9 years in product marketing, growth marketing or lifecycle marketing – in a subscription product, an app, a marketplace, or a PLG business
- You have owned an activation or retention number, not just contributed to one
- You are fluent in the mechanics: cohorts, funnels, lifecycle journeys, onboarding design, churn diagnosis, pricing and packaging
- You are comfortable with data – you can specify what you need instrumented and interrogate what comes back
- AI-fluent in practice, not in theory: you use it daily in your own workflow
- You've worked closely with product and engineering, and you know where product marketing ends and product management begins
- Not primarily a brand or campaign marketer. That lane is covered, and this seat is the complement to it
What's on offer
- A product surface with real audience demand already attached – you are not creating demand from zero, you are converting it
- A genuine 0-to-1: product marketing does not currently exist as a function here
- Direct work with the founders, the product team and the data team
- Competitive compensation + meaningful ESOPs
- Delhi, in-person – five days in office, six-day working week
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