Role purpose
To build and run Organo’s digital growth engine: reaching the right audiences across paid
channels, converting interest into qualified site visits, and using data, AI, and automation to
make every stage of the journey more efficient and more personal.
You will lead paid media across Google, Meta, and programmatic channels, working with
agencies, Pre-sales, CRM, and Brand to deliver both near-term site visits and long-term brand
value for Organo Eco Habitats and its projects.
What this role manages
Directly
Performance marketing agency and in-house resources
AI voice-call programmes
WhatsApp chatbot and automation journeys
Digital technology, tracking, and analytics partners
Campaign dashboards, audience insights, and creative performance analysis
A substantial annual paid media budget across projects
Indirectly (in partnership)
Website and landing-page performance linked to campaigns, with the web team
SEO and AEO (answer engine optimisation) resource
Lead quality feedback loop with Pre-sales and CRM
What you will own
Paid media strategy and execution
Lead paid media strategy across Google (Search, Performance Max, Demand Gen, YouTube),
Meta (Advantage+, lead ads, retargeting), and programmatic.
Sensitivity:
Internal
Own campaign structure, audiences, bidding, and optimisation against cost per qualified
lead and cost per site visit targets.
Build channel playbooks (Search, Performance Max, social, display, video) that can be
repeated across projects.
Design full-funnel journeys suited to a long decision cycle: awareness, consideration,
retargeting, and conversion to a site visit.
Ensure every campaign and creative follows the Organo Brand Guidelines and compliance
requirements, including RERA numbers, disclaimers, Sapthapatha-compliant claims,
approved vocabulary, and invitation-led CTAs rather than artificial urgency.
Performance and growth
Drive efficient acquisition at scale through targeting, segmentation, first-party audiences,
and lookalike modelling.
Allocate budgets across projects and business units using marginal-return analysis, moving
spend to where the next rupee delivers the most qualified site visits.
Run structured tests across creatives, landing pages, audiences, and bidding strategies, and
document what is learnt.
Monitor daily and weekly performance across qualified leads, site visits, bookings, cost per
qualified lead, cost per site visit, CTR, CVR, and revenue.
Make the most of platform AI (Performance Max signals, Meta Advantage+) by feeding it
quality conversion signals rather than raw lead volume.
Explore new channels and media formats, each with a clear test budget and exit criteria.
AI and automation
Own Organo’s AI voice-call and WhatsApp programmes end to end: journey design,
conversation flows (with Brand), vendor management, quality review, and handover to Pre-
sales.
Identify and pilot emerging AI applications in acquisition and customer experience, each
with a clear business case.
Build personalised campaign and nurture journeys based on project, living need, and stage
of decision.
Automate repetitive marketing workflows such as lead routing, reporting, and creative
variant production.
Ensure every automated conversation sounds like Organo (calm, warm, and never pushy)
and that consent, opt-out, and data handling comply with the Digital Personal Data
Protection Act and TRAI rules on commercial communication.
Data, insights, and analytics
Own the tracking stack (GA4, Google Tag Manager, Meta Conversions API, server-side
tracking) and its integration with Salesforce.
Close the loop between media and sales by feeding qualified leads, site visits, and bookings
back into ad platforms as offline conversions.
Sensitivity:
Internal
Build dashboards that show cost per qualified lead, site visit, and booking, funnel drop-offs,
and attribution by project and channel.
Use incrementality tests, marketing mix modelling, and attribution models to validate what
is truly driving results.
Deliver structured weekly and monthly reporting to leadership, focused on insight and
decisions rather than data.
Agency management and digital governance
Set standards for agencies and partners covering speed of execution, quality of optimisation,
and accountability.
Challenge weak or vanity reporting, and establish testing discipline across all partners.
Create a single digital learning loop, so that insight from one project informs the next.
Work with Brand, Pre-sales, CRM, and agencies so that campaigns align with launches and
storytelling, and operate as one ecosystem.
Work with AI and automation partners to improve tools, refine models using real
conversation data, and reduce response time and lead leakage.
Brand and performance together
Ensure paid media builds brand as well as demand: awareness, engagement, share of search,
and share of voice.
Partner with Brand and Creative to translate brand campaigns into performance outcomes,
and bring creative insight back to them.
Document case studies of what worked, and why.
How this role works with Brand
Brand determines: Who? Why? What?
Digital determines: Where? How? How efficiently? How do we measure it? What did we
learn?
For example, a brand lead may say: “We need to convince this audience that regenerative living
can also be deeply aspirational.”
Digital then determines the appropriate journey, audience targeting, channel mix, landing
experience, conversion mechanism, measurement, and optimisation.
How this role grows
We are hiring for this role and for what it can become. As Organo grows across projects and
verticals, this role can expand into leading digital for the wider Organo ecosystem and into
building an in-house digital, data, and automation team.
Sensitivity:
Internal
Who you are
Essential
MBA or equivalent, with 5 (five) to 9 (nine) years in performance marketing or paid media,
including direct ownership of annual media budgets.
Experience implementing conversational AI, voice bots, WhatsApp Business API automation.
Hands-on expertise in Google Ads and Meta Ads.
Working knowledge of GA4, Google Tag Manager, conversion APIs, offline conversion
tracking, and Salesforce, particularly lead and campaign data integration.
Strong analytical skills: Campaign & funnel analysis, attribution, and experiment design.
The ability to manage projects, build systems, and take ownership.
Commercial judgement to balance short-term performance with long-term brand building,
and the taste to recognise when performance creative works against the brand.
Desirable
Experience in real estate or another high-value, high-consideration category with a long
decision cycle.
Familiarity with marketing mix modelling or incrementality testing and Programmatic
buying
Success measures
Lower cost per qualified lead and cost per site visit across projects and channels.
Higher lead-to-site-visit and site-visit-to-booking conversion, with clear visibility of both.
Return on spend measured to bookings, not just leads.
AI voice and WhatsApp journeys measurably improving response time, lead qualification,
and Pre-sales productivity.
Improved brand digital metrics (share of search, engagement, and awareness).
Stronger performance and testing discipline across agencies.
A digital function that gives the rest of marketing better intelligence, not just reports.
What we offer
The chance to build Organo’s digital growth engine, with the room to shape how it works.
Direct work with the VP Brand – Marketing and leadership.
Work on a growing blue ocean business category in real estate,
A clear path to grow with the organisation as it expands.
