Head - Performance Marketing

About WheelsEye:

WheelsEye is a hyper-growth tech logistics startup. We started in 2017 with the idea to empower the Truck Fleet Owners, and enable them and their business via technology. We started off as a GPS tracking company and today we have created an entire ecosystem of services aimed at transforming truck logistics in India. We aim to provide fleet owners with a one-stop platform for all their needs: GPS, Fastag, Fuel tracking, Marketplace, and more. We are a bunch of passionate and hungry individuals who are on the road to building a better India. We are in "Mission Mode". We operate with only one intent - solving our customer's problems and adding value to their lives. Our constant endeavor is to create and evolve data-driven software solutions that conquer logistic business problems and inspire more thoughtful data-driven decision-making. Problem Solving and Ownership are at the core of what we do; having the right intent and focus shall help us achieve the same.

Role: AD Growth

Role Summary:

Wheelseye is looking for an Associate Director - Growth to drive field-sales-led growth through Product Marketing, GTM, stronger cohort conversion, sales productivity, ARPU expansion and customer segment penetration for WheelsEye Fleet Owner / IoT business, while staying disciplined on LTV/CAC and cash flow. The role solves: which IoT product should be sold to which fleet-owner cohort, through which channel, at what price/package, with what pitch, and with what expected CAC/payback. This person will work at the intersection of: Product marketing, Field sales pilots, Operator App-led inbound growth, Customer insight mining, Product / category GTM, and Sales systems and operating rigor. The person should not only push the field harder; they should build a repeatable growth machine combining app based promotions to reach customers directly, field feedback, sales playbooks and unit economics.

Key Success Metrics (KPIs):

1. Revenue and Growth (10% QOQ/ 40% YOY):

- ARR / run-rate growth contribution from managed cohorts or channels

- New customer acquisition growth in target segments

- ARPU improvement through product mix, upgrades, and better packaging.

2. Funnel and Field Productivity:

- Lead-to-sale conversion improvement

- Field rep / sales productivity improvement

- Pilot success rate and rollout effectiveness

3. Unit Economics and Cash Flow:

- LTV/CAC improvement - Between 2.5 to 3

- CAC discipline by cohort/channel

- Cash flow quality of acquired business

- Payback orientation and promotion efficiency

4. Cross-Functional Effectiveness:

- Number and impact of product/category interventions driven from field insight

- Adoption of new playbooks, scripts, offers, or product constructs

Key Responsibilities (Qualitative):

1. Product Marketing and GTM Growth:

- Build cohort-wise GTM plans for GPS, Diesel Sensor, Dashcam and future IoT products.

- Define product propositions by fleet-owner segment: small fleet, mid-size fleet, large fleet, enterprise and channel-led customers.

- Convert customer pain points into product positioning, packaging, pricing and sales communication.

- Run app-led and assisted-sales campaigns to increase product adoption and inbound demand.

- Create product-specific pitch, objection handling, demo journeys and proof-of-value narratives.

2. WE Operator App-led Inbound Growth:

- Use WE Operator App as a growth channel to generate high-intent inbound leads.

- Identify app behavior signals that indicate readiness to buy or upgrade.

- Build lifecycle nudges, CRM journeys, retargeting campaigns and cohort-specific offers.

- Improve app-to-lead, lead-to-demo, demo-to-sale and lead-to-upgrade conversion.

- Partner with product and marketing teams to improve app journeys for discovery, education, trust and conversion.

3. Customer-Product Fit and Market Insight:

- Spend time with fleet owners, SEs and field teams to understand product objections, usage gaps and buying triggers.

- Build a structured voice-of-customer system: not anecdotes, but recurring themes by segment and product.

- Identify why products do not sell: customer need gap, price issue, trust issue, pitch issue, product issue or post-sale usage issue.

- Feed structured market intelligence back to product/category teams.

4. Field Sales Pilots and Sales Adoption:

- Continue productivity pilots with field teams, but connect them to product-GTM objectives.

- Design sales experiments for new product penetration, attach rate, upsell, activation and renewal.

- Build segment-specific sales playbooks and objection libraries.

- Improve sales adoption of new products through training, scripts, CRM prompts and review cadence.

- Ensure SEs sell the right product to the right customer instead of defaulting only to the easiest product.

5. Business Quality and Unit Economics:

- Own growth quality through CAC, payback, ARPU, LTV/CAC, cash-flow quality and service-cost sensitivity.

- Avoid poor-fit acquisition even if short-term volume looks attractive.

- Evaluate every cohort/channel/offer on revenue quality, retention, upsell and payback.

- Partner with finance to track cohort-wise profitability and channel efficiency.

- Own growth quality through LTV/CAC, payback logic, ARPU improvement, and cash flow sensitivity.

Experience (Must-Have):

- 1. Total experience in revenue growth and strategy: Candidate must have 8 - 12 years of total work experience.

- 2. Experience growing revenue via product marketing or GTM: At least 4 - 5 years must be in roles where the candidate actively drove revenue through product marketing, GTM strategy, ICP design, packaging/pricing, or multi-channel growth.

- 3. Run and scaled at least 1 - 2 growth pilots: In the past 2 - 3 years - Must have designed, run, and scaled at least 1 - 2 structured growth experiments - across product, channel, pricing, or customer segment.

- 4. Recent / current role shows active growth delivery: Current or most recent role (last 12 - 18 months) shows a specific metric moved - revenue, users, ARPU, CAC, or conversion.

- 5. Has built a product, business line, or venture from scratch.

Behavioral Requirements:

- Product-first growth mindset; not only sales-push mindset.

- Strong customer curiosity; enjoys meeting fleet owners and understanding real buying behavior.

- Comfortable with both app data and field reality.

- Can translate customer insight into product, pricing, packaging, pitch and funnel interventions.

- Strong business and financial understanding - especially LTV/CAC, pricing, revenue quality, and cash flow. This is an execution-heavy role, not a consulting role.