Growth Marketer

Company Description

WillJini, established in 2014, is India's leading expert in succession services, offering innovative solutions such as its pioneering Online Will writing platform. Trusted by thousands of users and renowned financial institutions, including HDFC Group, ICICI Group, and others, WillJini provides comprehensive services like Family Office, Family Trust, and Estate Planning. The company has been featured by esteemed media such as The Times of India, Economic Times, and Business Standard. With a commitment to simplifying legal processes, WillJini continues to empower individuals and families with reliable succession services.

Role Description

This is a high-ownership, high-visibility role sitting directly beside the founder. You will be the bridge between WillJini's growth ambitions and the expert agencies and vendors who execute on the ground.

You will own the marketing roadmap across all digital channels: paid social, paid search, YouTube, SEO, and email/WhatsApp campaigns and ensure every rupee spent is working hard. This is not an execution-only role; we expect you to think at the level of the business and bring a point of view to the table.

What You Will Do

Strategy & Planning

• Own WillJini's annual and quarterly marketing strategy across all digital channels
• Translate business targets (leads, consultations, conversions) into channel-specific plans and budgets
• Identify new growth levers, audiences, and formats

Agency & Vendor Management

• Lead day-to-day management of expert agencies across Meta Ads, Google Ads, YouTube, SEO, and email/WhatsApp campaigns
• Write precise, insight-driven briefs and hold agencies to performance benchmarks
• Run weekly agency reviews, flag what is working, kill what is not, and push for constant iteration

Performance & Analytics

• Own the marketing dashboard: track CPL, CAC, ROAS, organic traffic, open rates, and conversion metrics end-to-end
• Set up A/B tests across creatives, audiences, landing pages, and messaging; extract actionable learnings fast
• Connect marketing data to CRM insights to understand full-funnel performance

Content & Campaigns

• Collaborate with the founder on campaign narratives, seasonal pushes
• Manage the content calendar across social, blog, and email: ensuring brand voice, legal accuracy, and audience relevance
• Oversee the WhatsApp communications and email campaigns

B2B & Partner Marketing

• Design co-marketing programs with mutual fund distributors, wealth managers, and financial planners
• Build collateral and campaigns that help WillJini's B2B partners activate their own client bases
• Support field marketing and event activations