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 them
- Activation and retention – onboarding, lifecycle journeys, cohort retention, the trial-to-paid funnel, and the reasons people churn
- The audience-to-user conversion – Inc42 has a large, engaged audience. Turning readers into registered, returning, eventually paying users is the central growth problem
- Performance marketing – paid channels, attribution and efficiency, as a growth lever rather than a standalone function
- Lifecycle and CRM as a system – segments, automation, deliverability, and the martech stack that everything runs on
- A 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 today
- The subscription funnel stops leaking in month two
- The app finds its retention curve and its habit loop
- We can answer "what does a good user look like, and how do we make more of them" with data rather than instinct
- Product marketing exists as a discipline here, rather than as three people's side-project
Who you are
- 6–9 years in product marketing, growth marketing or lifecycle marketing – in a subscription product, an app, a marketplace, or a PLG business
- You have owned an activation or retention number, not just contributed to one
- You are fluent in the mechanics: cohorts, funnels, lifecycle journeys, onboarding design, churn diagnosis, pricing and packaging
- You are comfortable with data – you can specify what you need instrumented and interrogate what comes back
- AI-fluent in practice, not in theory: you use it daily in your own workflow
- You've worked closely with product and engineering, and you know where product marketing ends and product management begins
- Not 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 it
- A genuine 0-to-1: product marketing does not currently exist as a function here
- Direct work with the founders, the product team and the data team
- Competitive compensation + meaningful ESOPs
- Delhi, in-person – five days in office, six-day working week
