PathKindLab - Head- Consumer Marketing

Job Description

Head – Consumer Marketing

Company: Pathkind Labs

Location: Gurugram

Work Mode: Hybrid

Experience: 10–12 Years

Function: Consumer Marketing / Brand / Growth

About Pathkind Labs

Every year, millions of people in India live with health conditions they may not even know they have — diabetes, heart disease, nutritional deficiencies and more.

Pathkind Labs is working to change this by making reliable diagnostics more accessible and encouraging people to take proactive steps toward their health.

Marketing plays a critical role in this mission — helping people understand the importance of preventive healthcare and motivating them to get tested before it is too late.

We are looking for a Head – Consumer Marketing who can build and lead the next phase of Pathkind’s consumer brand and growth journey.

About the Role

This is not a marketing calendar management role.

Pathkind Labs is at an exciting stage of growth, and this role offers the opportunity to build the consumer marketing function with significant ownership across brand, performance, digital, social, partnerships and offline experiences.

You will be responsible for building a strong consumer brand while ensuring marketing translates into measurable business outcomes.

You will work closely with leadership, product, sales, creative teams and external agencies to create a high-impact marketing engine from the ground up.

Key Responsibilities

Brand & Consumer Marketing

• Define and execute Pathkind Labs’ consumer brand strategy and positioning.
• Build integrated campaigns across digital, social, offline and experiential channels.
• Develop campaigns that create awareness, consideration and trust around preventive healthcare.
• Identify consumer trends, cultural moments and emerging opportunities to make the brand relevant.
• Build a distinctive and consistent brand voice across consumer touchpoints.

Performance & Growth Marketing

• Own the consumer acquisition and growth strategy across relevant paid and organic channels.
• Drive measurable improvements in CAC, ROAS, conversion, retention and customer lifetime value.
• Develop and optimize full-funnel marketing strategies from awareness to acquisition and retention.
• Use data, analytics and attribution to continuously improve marketing effectiveness.
• Work closely with performance agencies and challenge strategies, budgets and results based on business outcomes.

Digital, Social & Influencer Marketing

• Lead social media strategy and content direction across relevant platforms.
• Build meaningful consumer engagement and community around the brand.
• Develop influencer and creator partnerships that drive both brand awareness and measurable business impact.
• Stay closely connected with consumer behaviour, social trends, culture and emerging platforms.

Offline & Experiential Marketing

• Lead impactful offline campaigns, activations and consumer experiences.
• Identify opportunities across events, partnerships, OOH and other relevant channels.
• Ensure offline initiatives are connected to the broader consumer and growth strategy.

Team & Agency Leadership

• Build, mentor and develop a high-performing consumer marketing team.
• Establish clear processes, operating rhythms and performance metrics.
• Manage multiple agencies and external partners across creative, media, digital, social and other marketing functions.
• Build a culture of ownership, accountability, experimentation and continuous improvement.

Business & Strategic Ownership

• Translate business objectives into clear marketing strategies and measurable outcomes.
• Own marketing budgets and ensure efficient allocation of resources.
• Balance brand-building with short-term performance and long-term consumer value.
• Present marketing performance and strategic recommendations to senior leadership.
• Make decisions based on business impact rather than campaign aesthetics alone.

What We’re Looking For

• 10–12 years of experience in consumer marketing, brand marketing, growth marketing or a closely related field.
• Experience building or scaling a consumer-facing brand, preferably in a high-growth or startup environment.
• Strong understanding of both brand marketing and performance/growth marketing.
• Proven experience owning a marketing function, rather than managing only one sub-function.
• Strong understanding of CAC, ROAS, attribution, conversion, retention and growth metrics.
• Experience working with marketing analytics, CRM, attribution and MarTech platforms.
• Experience managing multiple agencies and external partners.
• Strong leadership and team-building capabilities.
• Excellent communication, strategic thinking and stakeholder-management skills.
• Strong understanding of digital consumer behaviour, social media and evolving cultural trends.
• Ability to operate in a fast-paced, ambiguous environment and build systems from the ground up.

Preferred Background

Experience in one or more of the following sectors would be an advantage:

• Healthcare / Diagnostics
• Consumer Health
• D2C
• Consumer Technology
• E-commerce
• FMCG
• Fintech
• Hospitality
• Other high-growth consumer businesses

Healthcare or diagnostics experience is preferred but not mandatory.

What Success Looks Like

In this role, success means:

• Building a strong and differentiated consumer brand.
• Creating a scalable consumer acquisition engine.
• Improving CAC, ROAS and overall marketing efficiency.
• Increasing customer acquisition, engagement and retention.
• Building a high-performing marketing team.
• Creating an effective agency and partner ecosystem.
• Establishing a data-driven marketing culture.
• Connecting brand investments directly to measurable business outcomes.

Why Join Pathkind Labs?

• Build a consumer brand at an exciting stage of growth.
• Own and shape the marketing function rather than simply maintain an existing system.
• Work on a mission with a meaningful impact on preventive healthcare in India.
• Drive both brand and business growth with significant ownership.
• Work closely with leadership and cross-functional teams.
• Build a high-performing team and marketing ecosystem from the ground up.

If you are a consumer marketer who enjoys building, scaling and challenging the status quo — this is an opportunity to create something meaningful.