01Overview
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 themActivation and retention onboarding, lifecycle journeys, cohort retention, the trial-to-paid funnel, and the reasons people churnThe audience-to-user conversion Inc42 has a large, engaged audience. Turning readers into registered, returning, eventually paying users is the central growth problemPerformance marketing paid channels, attribution and efficiency, as a growth lever rather than a standalone functionLifecycle and CRM as a system segments, automation, deliverability, and the martech stack that everything runs onA 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 todayThe subscription funnel stops leaking in month twoThe app finds its retention curve and its habit loopWe can answer "what does a good user look like, and how do we make more of them" with data rather than instinctProduct marketing exists as a discipline here, rather than as three people's side-project
Who you are
69 years in product marketing, growth marketing or lifecycle marketing in a subscription product, an app, a marketplace, or a PLG businessYou have owned an activation or retention number, not just contributed to oneYou are fluent in the mechanics: cohorts, funnels, lifecycle journeys, onboarding design, churn diagnosis, pricing and packagingYou are comfortable with data you can specify what you need instrumented and interrogate what comes backAI-fluent in practice, not in theory: you use it daily in your own workflowYou've worked closely with product and engineering, and you know where product marketing ends and product management beginsNot 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 itA genuine 0-to-1: product marketing does not currently exist as a function hereDirect work with the founders, the product team and the data teamCompetitive compensation + meaningful ESOPsDelhi, in-person five days in office, six-day working week .
