Referral Head

About Bonito Designs:

Bonito Designs Pvt Ltd (www.bonito.in) is one of the fastest growing Start-Ups in India in the Interior Designing Industry. The Company is funded by Tomorrow Capital (www.tomorrowcapital.in) an Abhinanadn Ventures. The Company has its business operations in Bangalore C Mumbai and is soon planning to expand to other metro cities. The Management team is committed to make this one of the most aspiring brand for Indian consumers and a great place to work for employees.

The Company has a very conducive working environment for employees and offers fast-track growth opportunities for deserving C committed professionals.

Designation: Referral Head

Reports To: Chief Sales Officer

Location: Hybrid (Head Office + Regular Center Visits)

Role Summary

The Referral Head will own the complete referral enginestrategy, execution, and performance. This role is responsible for driving consistent referral inflow by aligning with center teams, engaging center heads, and executing high-impact on-ground promotions. The ideal candidate is a field-driven, data-oriented leader who converts customers and partners into strong brand advocates.

Key Responsibilities

1. Strategy s Target Setting

• Define referral-led growth strategy and KPIs (referrals per day, conversion %, revenue impact, CAC, ROI).
• Set aggressive but achievable referral targets aligned with business goals.

2. Cross-Functional Coordination

• Collaborate closely with center heads and regional sales managers to cascade and track referral goals.
• Work daily with field operations, marketing, product, finance, and tech teams to ensure a smooth referral funnel.

3. On-Ground Activation

• Plan and execute center-level referral campaigns, roadshows, workshops, and incentive contests.
• Build and distribute promotional kits, POS materials, and digital assets to enable centers to run local engagement programs.

4. Performance Monitoring

• Track daily referral volumes, conversions, payouts, and incentive accruals using BI dashboards.
• Conduct weekly reviews with center leadership, identify performance gaps, and implement corrective action plans.

5. Incentive s Reward Management

• Design tiered incentive structures for both referrers (existing customers/partners) and referees (new customers).
• Manage timely payout/credit disbursements with strong audit controls and reporting discipline.

6. Process Tool Ownership

• Evaluate and implement referral tools (ReferralCandy, Ambassador, custom tech integrations).
• Standardize SOPs across centers including referral code issuance, tracking, compliance, and reporting.

7. Data-Driven Optimization

• Run A/B tests on messaging, channels, incentives, and campaign formats.
• Present insights and recommendations to senior leadership to improve referral effectiveness.

8. Stakeholder Communication

• Prepare and publish periodic performance reports for the CSO, center heads, and field teams.
• Champion referral culture across the organization to drive awareness and adoption.

Required Qualifications

• Experience: 7 to 10 years in referral/affiliate marketing, field sales, or channel operations; minimum 2 years leading referral programs.
• Field Exposure: Strong experience working with regional/center teams and executing on-ground activation.
• Analytical Skills: Proficiency in Excel/SQL and BI tools (Power BI/Tableau).
• Project Management: Ability to manage multi-layered campaigns and cross-functional dependencies.
• Education: Bachelors in Marketing/Business or equivalent; MBA preferred.

Preferred Qualifications

• Proven track record of scaling referral revenue (> 50 Cr ARR from referrals).

• Experience in retail/consumer-facing businesses or SaaS with field-heavy operations.

• Working knowledge of CRM systems (Salesforce, HubSpot) and referral platforms.

• Strong relationships and credibility with regional center teams and senior leadership.