Growth Marketing Lead

Who We Are

Pinkvilla is India’s leading entertainment and lifestyle media company, reaching 50M+ monthly users across web, social, and video. From celebrity news to pop culture moments, Pinkvilla shapes how millions of Indians consume entertainment every day - through credible, engaging, and trend-led storytelling across formats.

Pinkvilla is a Flipkart Group Company.

Location: Mumbai

Experience: 5–7 years

Employment Type: Full-time

About the Role

We are looking for a Marketing Manager to drive organic user acquisition and brand growth for our app through content, creators, community programs, campus expansion, partnerships, and social-first distribution. This role will build scalable organic growth engines by combining strong storytelling + distribution strategy + community flywheels, while working closely with Product, Community, Creators, and Design teams.

Key Responsibilities

1) Organic Acquisition Strategy

• Own and scale organic growth channels to drive:
• app installs
• sign-ups
• active users
• retention
• Build organic acquisition loops through:
• creator content
• community sharing
• referral/invite mechanics
• campus programs
• social distribution
• Identify key “organic surfaces” where the audience already exists and build presence across them.

2) Social Media & Content-Led Growth

• Own the app’s social growth strategy across platforms like:
• Instagram (Reels + Stories)
• YouTube Shorts
• LinkedIn (if relevant)
• Twitter/X (community + trends)
• Build and manage a content calendar focused on:
• discoverability
• shareability
• retention content
• trend participation
• Work with internal creators/designers/editors to create high-performing content formats.
• Build repeatable “content series” that drive consistent reach and installs.

3) Creator Marketing & Influencer-Led Organic Growth

• Identify and onboard creators and micro-influencers to drive organic adoption.
• Build a creator program that focuses on:
• long-term collaborations
• consistent content output
• community-building (not just one-off posts)
• Develop creator-led campaigns like:
• creator challenges
• trending formats
• co-created series
• “creator hunts” to onboard more creators
• Track creator impact on organic installs, retention, and engagement.

4) Community & Campus Marketing

• Work closely with the Community team to scale adoption across:
• colleges
• institutes
• student communities
• Build a structured campus growth plan including:
• campus ambassador programs
• college fest partnerships
• workshops / competitions
• referral-driven campus adoption
• Create campus-specific campaigns and playbooks to launch the app in new colleges quickly.

5) Partnerships & Distribution

• Build partnerships that drive organic reach and trust, including:
• college communities & clubs
• niche creator networks
• student organizations
• youth platforms / communities
• Identify co-marketing opportunities that increase installs without heavy ad spends.
• Execute collaborations that drive both awareness + high-quality users.

6) Brand Positioning & Messaging

• Own brand positioning, tone of voice, and key messaging.
• Build a strong narrative around:
• why the app exists
• who it’s for
• why users should join and stay
• Ensure consistent storytelling across:
• social media
• creator campaigns
• app store listing
• community initiatives
• Create campaign themes that are culturally relevant and trend-aware.

7) Growth Experiments & Virality

• Run weekly experiments to unlock new organic growth levers such as:
• invite-only drops
• waitlists
• leaderboards
• challenges
• “share to unlock” mechanics
• UGC prompts and templates
• Work with Product to improve viral loops and referral mechanics inside the app.

8) Performance Marketing

• Support paid marketing efforts to scale learnings from organic content.
• Use paid campaigns to:
• amplify winning creatives
• test new audiences
• boost key launches
• Track CPI/CAC and improve funnel conversion where required.

9) Marketing Analytics & Reporting

• Track organic growth performance across channels:
• reach → clicks → installs → activation → retention
• Monitor key dashboards and share weekly insights.
• Use data to improve content formats, creator selection, and distribution strategy.

Other Tasks:

• Own App Store Optimization (ASO): keywords, screenshots, ratings/reviews strategy
• Build an “organic growth playbook” including:
• best content formats
• creator guidelines
• campus launch kits
• distribution checklist
• Create and maintain a growth calendar (weekly/monthly)
• Build a strong feedback loop with Product on onboarding and retention drop-offs
• Lead community-first launches and announcements

Skills & Qualifications

• 5–7 years experience in organic growth, content marketing, community-led growth, or consumer app marketing
• Strong understanding of:
• short-form content + trends
• creator ecosystem
• social distribution
• community building
• Excellent storytelling + execution skills
• Data-driven mindset (comfortable with funnels and metrics)
• Strong collaboration skills across product, design, creators, and community teams

Preferred Candidate Traits

• Obsessed with organic growth and internet culture
• Highly proactive and execution-focused
• Can build from scratch and iterate fast
• Creative + analytical balance
• Understands what makes people share, join, and stay