General Manager - Product Marketing

Responsibilities

• New Initiatives (New Business Lines, GTM, Experiments)
• Goal: Launch & grow new categories or business lines under the Awign umbrella.
• Core Marketing Responsibilities
• Run and scale performance marketing (Google, Meta, LinkedIn) from scratch.
• Run and scale performance marketing (Google, Meta, LinkedIn) from scratch.
• Build and manage email campaigns, CRM journeys, and affiliate/influencer programs.
• Lead social media strategy for new brands — plan, post, engage.
• Campaign Performance & Analytics
• Build weekly/monthly dashboards to track ROI, ROAS, CAC, and growth KPIs.
• Maintain marketing data integrity across platforms; flag what’s working and what isn’t.
• Funnel & Growth Optimization
• Map full customer journeys and optimize for conversion.
• Run A/B tests across touchpoints (ads, pages, email, etc.).
• Implement smart retargeting strategies.
• GTM & Customer Engagement
• Define GTM plans with product and growth teams.
• Create and refine customer personas.
• Set up systems to collect and act on customer feedback.
• Build memorable onboarding and early user experiences.
• Internal Setup & Leadership
• Create SOPs to keep sales, product, and marketing teams aligned.
• Ensure setup of clean UTM tracking, GA4, pixels, and CRM integrations.
• Mentor team members and manage budgets.
• Sync closely with founders and product for roadmap alignment.
• Demand / Client-Facing Marketing
• Goal: Strengthen Awign’s brand and communication for clients and enterprises.
• Launch high-performance paid ad campaigns (Google + LinkedIn) focused on B2B leads.
• Refresh and manage the Website continuously with updated narratives and CTAs.
• Drive visibility through client testimonials, product videos, case studies, and webinars.
• Strengthen SEO and organic visibility in phases.
• Manage and grow our LinkedIn, YouTube, and Instagram presence.
• Roll out a professional Business WhatsApp experience.
• Collaborate with the sales team to ensure timely updates on leads, stories, and assets.
• Execute PR activities to boost brand perception in B2B circles.
• Launch and maintain a high-quality Monthly Newsletter (High priority).
• Develop’ narratives via blog and social storytelling
• Supply / Gig Workforce / Employer Branding
• Goal: Build brand affinity and drive traffic from gig workers & talent at scale.
• Drive relevant and sustained user traffic to www.awign.com via SEO and content.
• Run cost-efficient performance marketing campaigns to fulfill project-based supply needs quickly.
• Own PR, employer branding, and narrative building to attract top talent and gig workers.
• Elevate Awign’s supply-side brand through videos, blog content, social media, and landing pages.
• Set up performance dashboards to track gig acquisition funnel health and optimize for CPL and quality.

Required Skills And Experience

• 6–10 years of experience in platform or consumer marketing; preferably with dual-sided marketplaces.
• Strong performance marketing, content, and analytics skill set.
• Able to juggle multiple brand voices across different user groups
• Experience leading GTM efforts and launching new categories from scratch.
• Proficient in tools like GA4, Meta Ads, Google Ads, LinkedIn Ads, CRM, and UTM-based tracking.
• A self-starter with a bias for action and a knack for storytelling.