Head of Marketing

Roles and Responsibilities

Brand and PositioningOwn alt.f’s brand positioning, messaging and identity, and keep them consistent across every city, centre and channel.Conceive and run integrated brand campaigns (digital, OOH, PR, events and community) that build awareness and preference nationally.Track brand health (branded search, share of voice, social reach, recall) and report it alongside performance numbers.New City LaunchesPlan and run go-to-market for Bengaluru, Maharashtra and Chennai: pre-launch demand building, launch campaigns, local partnerships, broker networks and ramp-up to target occupancy.Build a repeatable city-launch playbook that can be used for every future market.Performance Marketing and Demand GenerationOwn full-funnel paid media across Google, Meta, LinkedIn and programmatic, and allocate budget by city, centre and product.Own pipeline targets jointly with sales: qualified leads, cost per lead, CAC, cost per seat closed and marketing-sourced revenue.Run account-based marketing with sales for enterprise and mid-market clients (managed offices, large seat requirements).Build and grow the channel partner and broker program (IPCs, brokers, aggregators) as a dependable lead source.Marketing Technology, AI and AutomationOwn the marketing tech stack: website, CRM, marketing automation, analytics and attribution, with clean tracking from first touch to closed deal.Set up lead capture, scoring, nurturing and routing across email, WhatsApp and chat so that no enquiry is lost or handled late.Use AI tools across content production, creative testing, SEO and AI-search visibility, campaign optimisation and reporting, and build these ways of working into the team.Content, Digital, PR and CommunityLead the website, SEO (including visibility in AI search and answer engines), social media and content marketing.Run PR and media relations, and build founder and leadership visibility as voices on flexible workspaces and the startup ecosystem.Drive events and community programs across centres that support both brand building and member retention.Team, Budget and ReportingBuild and lead the in-house marketing team and agencies, set clear KRAs, and grow the team as new cities are added.Own the annual marketing plan and budget, and report ROI to the founders every month.