Sr. Manager / General Manager Marketing

About the Role

We are looking for a dynamic and performance-driven leader to spearhead our Below the Line (BTL) marketing and physical activation efforts at Refyne. This role is central to driving adoption and customer conversion in large organizations, such as government bodies and corporations with workforces of 10,000+ employees

• .The General Manager – Growth (BTL) will take full business responsibility for designing, executing, and scaling on-ground activities that directly influence user signups and conversions. This is not a brand marketing role - it is a numbers-driven, high-ownership position where success is measured by outcomes, not just visibility. The ideal candidate will be deeply engaged in the field, working alongside our customers and execution partners to ensure every initiative delivers measurable business impact.

Prime Responsibilities :

Strategy & Planning - Develop and own the BTL growth strategy, focused on physical activations across large enterprises and government institutions. Design high-impact initiatives that drive both adoption and conversion at scale.

Execution & Ownership - Lead end-to-end planning and execution of on-ground activities, from ideation to measurable outcomes. Ensure strong governance, tracking, and reporting mechanisms for all activation efforts. Be hands-on in driving activities at customer locations, ensuring effectiveness and quality .

Business Impact & Performance - Take clear ownership of business metrics tied to BTL efforts - signups, conversion, activation, and retention. Continuously optimize initiatives based on data and insights to maximize ROI. Build feedback loops from ground activations to inform broader growth and product strategies .

Stakeholder Management - Work closely with sales, product, and operations teams to ensure alignment of BTL initiatives with organizational goals. Manage agencies, vendors, and field teams to deliver high-quality, scalable activations.

Team Management

Team Performance Manageme nt - Regularly track and float performance targets to the team, ensuring each member is on track to meet and exceed expectations .

Optimize Team Readiness : Maintain a high level of focus and accountability within the team, ensuring they are always in shape to meet the company's aggressive growth objec tives.

Mentorship and Coaching : Provide ongoing mentorship, support, and guidance to the team, identifying potential roadblocks early and helping them overcome challenges to ensure continuous progress.

Results-Driven Leader ship : Lead by example and foster a culture of accountability, setting the pace for execution and ensuring that all team efforts align with business growth goals.

One of the critical abilities required for this role is the capability to seamlessly integrate the entire growth funnel - from top-of-the-funnel awareness marketing to the final acquisition event, ensuring disbursal. This involves effectively leading the growth charter by collaborating across departments and aligning all verticals within the pr ocess.

Prime Responsibilities

Year of experience - 3 - 8 Yrs

Success in this role will be measured by below metrics :

Drive Business Growth : Achieve consistent month-on-month business growth by developing and executing strategies that drive customer acquisition and revenue growth.

Own P&L : Take full ownership of the P&L for launched products, ensuring profitability and maximizing ROI across all growth initiatives.

Key Metrics Ownership : Focus on core growth metrics including Customer Acquisition Cost (CAC), Lifetime Value (LTV), and churn rate, and use them to inform strategic decisions.

Funnel Optimization : Continuously refine and optimize the customer acquisition and retention funnels to improve conversion rates and reduce friction across all touch points.

Budget and Resource Allocation : Efficiently manage budgets and resources across growth channels to maximize impact and achieve scalable growth.

Skills Required

Team Management, Stakeholder Management, Customer Acquisition