Marketing Manager

third-party
Job Description: Marketing Lead
LOCAL & OFFLINE CUSTOMER ACQUISITION (LAUNDRY & DRY-CLEANING SERVICES)
Department: Growth & Marketing
Role Type: Full-Time / On-Site
Location: Field-Heavy (Targeted Clusters)
ROLE OVERVIEW
The Marketing Lead will spearhead oine customer acquisition, hyperlocal brand visibility, and eld marketing
campaigns across dened delivery radiuses and residential clusters. This role is a hybrid of ground-level
execution, vendor management, daily-wage team supervision, and localized digital/print promotional drives
designed to accelerate repeat laundry orders from gated societies, student housing, and commercial zones.
KEY RESPONSIBILITIES
1. Hyperlocal & Field Marketing Execution
Plan and execute high-impact neighborhood activations: door-to-door pamphlet distribution, society notice
board campaigns, newspaper inserts, and apartment canopy setups - using third party daily resources
Identify and target high-density residential clusters, gated communities, hostels, and PG accommodations
within designated delivery perimeters.
Organize weekend canopy activations, interactive trial-oer booths, and live sign-up kiosks to drive immediate
app downloads and rst-time orders.
2. Vendor Management & Print Production
Source, negotiate rates with, and manage local printing and fabrication vendors for marketing materials (yers,
banners, standees, garment tags, branded laundry bags, packaging yers).
¢ Ensure stringent quality control on all printed collaterals and manage inventory levels to prevent campaign
stockouts.
¢ Oversee local outdoor branding assets including auto-rickshaw branding, local shop boards, and directional
point-of-sale signs.
3. Temporary Field Workforce Hiring & Supervision
¢ Recruit, onboard, train, and manage daily-wage promoters, distribution agents, and part-time sta for physical
collateral disbursement and event activations.
¢ Design route maps, assign daily disbursement targets, and monitor eld movement via spot audits and GPS
check-ins to eliminate paper wastage.
¢ Manage daily/weekly payroll reconciliation and track individual productivity across target routes.
4. Digital Presence & Micro-Targeted Campaigns
¢ Manage and optimize local Google Business Proles (Google Maps rankings, location-specic keywords, and
customer review drives).
¢ Run hyper-targeted local Meta/Instagram ads geo-fenced strictly to delivery pincodes and coordinate localized
community WhatsApp outreach.
¢ Deploy targeted SMS and WhatsApp broadcast campaigns for seasonal oers (rainy season fabric care, festive
ethnic dry-cleaning, corporate package discounts).
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5. B2B Tie-Ups & Community Partnerships
¢ Secure permissions and partner with Resident Welfare Associations (RWAs), apartment facility managers,
local gyms, salons, and co-living operators for exclusive partnership privileges.
¢ Establish localized referral loops and neighborhood ambassador programs to foster word-of-mouth growth.
REQUIREMENTS & QUALIFICATIONS
¢ Experience: 25 years in hyperlocal marketing, eld sales, trade marketing (FMCG), or operations in on-
demand/quick-commerce/laundry services.
¢ Vendor & Budget Handling: Proven track record of negotiating with local printers, collateral fabricators, and
maximizing marketing ROI on tight budgets.
¢ Ground Sta Leadership: Strong ability to hire, motivate, and closely supervise daily-wage eld promoters
and delivery distribution sta.
¢ Language & Local Geography: Fluency in the local regional language and English, with deep working
knowledge of local residential pockets and road networks.
¢ Mobility: Must have an active two-wheeler conveyance for rapid eld movement and site supervision across
multiple zones.
¢ Tools & Tech: Prociency in Google Sheets/Excel for tracking acquisition costs, basic Canva for quick
localized creative edits, and Meta Ads Manager.
KEY PERFORMANCE INDICATORS (KPIS)
¢ First-Time Customer Acquisition: Number of new orders generated per targeted cluster/pincode.
¢ Cost Eciency: Lowering Customer Acquisition Cost (CAC) and Cost per Lead (CPL).
¢ Disbursement Integrity: 100% distribution verication with zero-wastage compliance during spot audits.
¢ Community Clearances: Monthly quota of approved RWA/apartment permissions for promotional stalls
and direct access.
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