GM / AVP - Growth

Role & responsibilities

This person will be responsible for spearheading the entire growth Strategy for Fitterfly. You will lead a high-performing team, develop and execute growth marketing initiatives, and drive the overall marketing strategy to achieve our revenue and growth goals. Your role will involve overseeing all digital performance marketing channels, including paid search, SEO, paid social media, retargeting, partnerships. In addition to this, you will also oversee the B2B2C growth strategy for all the partnerships.

1) B2C

a) Leading the B2C Demand Generation Strategy ( Meta Ads, Google Search primarily ) for the Inside Sales Team to pursue

b) Leading the B2C Content Strategy ( Blogs , Reports , Case Studies, Emailers )
c) Leading the PR & Thought Leadership

d) Leading the Social Media Content Strategy ( Linkedin for B2B , Facebook / Instagram for B2C)
e) Working closely with the video creation team on creating a lot of educational videos related to Nutrition, Body and Mind and also creating testimonial videos with our consumers
f) Leading the SEO team with the objective to become brand authority in this sector.

2) B2B2C

a) Leading the B2B2C Content Strategy which will vary from client to client & even cohort to cohort for the same client . This content strategy needs to engage and nudge the app visitors in an effective manner so as to increase app engagement . This will be across whatsapp , emailers , in-app and push notifications
b) Making data driven calls to understand which module is working on the app , which type of content / engagement is working , do a lot of A/B testing and then finalise the content strategy at client level.

c) Working with the product team to optimize user experience ( onboarding , engagement loops and habit-building features ) and work with the Inside sales team to cross-sell / up-sell the premium program / other modules
d) Use Marketing Automation Platform ( Clevertap / Mo-Engage ) to understand user behaviour on the app.

Preferred candidate profile

• 7+ years of marketing experience, with substantial expertise in growth marketing for products and consumer solutions, particularly in health-tech/well-tech.
• 5+ years in a marketing leadership role with a proven track record of developing efficient strategies for demand analytics, lead generation, digital marketing, and product promotion.
• Expertise in running and optimizing paid media campaigns across channels (e.g., Google Ads, LinkedIn, Meta) and delivering measurable ROI.
• Data-driven approach, with experience using tools like Google Analytics, Mixpanel and CRM platforms (e.g., Leadsquared, salesforce).
• Proficiency in marketing automation tools (e.g., Clevertap, Mo-engage)
• Proven ability to collaborate cross-functionally with creative, product, sales, and PR teams to drive integrated marketing strategies.
• Exceptional communication and leadership skills, with a focus on aligning teams and stakeholders around shared goals.