Pranjal Haldankar
1. Role & Reporting
Role Title: Marketing Head – Cashkr
Department: Marketing & Growth
Reports To (Primary):
CEO – Ibrahim Surya
Functional / Dotted-line:
Pricing & Buyback Manager – Mohsin Surya (offers, price communication, high-value deals)
Operations / Vendor Lead (serviceability, SLA, vendor capacity)
Data Analyst – Ashwini (marketing analytics, dashboards, experiments)
Tech / IT – Shahid (tracking, events, website/app support for campaigns)
Works Closely With:
Rhea (Performance Marketing – Google Ads, Meta, YouTube, etc.)
Rabina & Yaskar (SEO, Content, ASO, AEO, AI Search visibility)
Muzammil (Graphic Design & Video)
Bikesh (UI/UX for website, flows, landing pages)
Ayaz / Shahid / Resham (Tech – website, tracking, admin integrations)
CX / Ops / Vendor Team (Kishan, Rutuja, Umair, in-house pickup associates)
Finance (budgets, spend vs returns)
2. Role Purpose
Own Cashkr’s overall marketing and growth engine by setting strategy, managing the marketing team, and aligning with Ops, Pricing, Tech and Finance so that:
Cashkr gets enough high-quality leads and orders at or below target CPA / CPO
Brand trust and recall grow steadily in key cities and segments
Marketing work is data-driven, experiment-driven and operationally feasible (we don’t drive demand where we can’t deliver).
3. Key Result Areas (KRAs)
KRA 1 – Lead & Order Growth at Target Economics
Ensure Cashkr achieves planned lead and order volumes from marketing channels while keeping CPA / CPO within agreed targets across cities, device types and platforms.
KRA 2 – Full-Funnel & Multi-Channel Marketing Strategy
Design and maintain a clear marketing strategy across paid (Google, Meta, YouTube), organic (SEO/ASO), social, referral, influencer and offline so that Cashkr is discoverable everywhere relevant users search or hang out.
KRA 3 – Brand Positioning, Communication & Creatives
Own Cashkr’s brand narrative, messaging and creative direction so that communication is consistent, trustworthy, and tailored to each channel (ads, website, app, social, B2B).
KRA 4 – Marketing Systems, Tracking & Experiments
Work with Ashwini and Shahid to ensure proper tracking, clear dashboards, and a culture of ongoing experiments (ads, creatives, landing pages, funnels) with structured learnings.
KRA 5 – Cross-Functional Alignment (Marketing ↔ Ops ↔ Pricing ↔ Product)
Align campaigns with serviceability, vendor capacity, pricing and UX so that marketing doesn’t over-promise, Ops can fulfil, and customer experience stays strong.
4. KPIs (Mapped to KRAs)
No. 1 – Leads & Orders from Marketing Channels
Description:
Total leads and orders generated from all marketing efforts, broken down by channel, city and device type.
Formula:
Leads from marketing (by channel / city / device) per week / month
Orders from marketing (by channel / city / device) per week / month
Target:
Defined as monthly & quarterly targets (e.g., X leads, Y orders overall and per key city).
Data Source:
GA4, Ads platforms (Google, Meta, etc.), Admin Panel (lead → order mapping), Looker dashboards.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 2, KRA 5.
No. 2 – Cost per Lead (CPL) & Cost per Order (CPO)
Description:
Average CPL and CPO per channel vs agreed benchmarks (especially for Google, Meta, YouTube campaigns).
Formula:
CPL = Ad spend ÷ Leads from that channel / campaign
CPO = Ad spend ÷ Orders from that channel / campaign
Target:
Stay at or below agreed CPL / CPO targets for each major channel, city and device-type cluster.
Data Source:
Ads managers (Google, Meta, YouTube), GA4, Admin Panel, Looker.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 2, KRA 4.
No. 3 – Marketing ROAS / Contribution from Paid Channels
Description:
Where revenue is trackable, measure ROAS or contribution per channel / campaign. When revenue is not fully visible, track orders vs spend as a directional metric.
Formula (when revenue is available):
ROAS = Revenue attributed to channel ÷ Ad spend on that channel
Alternative:
Orders per ₹ of spend (or spend per order) by channel / campaign.
Target:
Channel-wise ROAS or cost per order within agreed ranges; ensure unprofitable channels are improved or cut.
Data Source:
GA4, Ads platforms, Admin Panel, Finance (for revenue data), Looker dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 4, KRA 5.
No. 4 – Channel & Source Mix (Dependency & Diversification)
Description:
Balance of leads and orders across paid, organic, referral, direct, social and others, so Cashkr is not overly dependent on a single channel.
Formula:
Percentage share of leads and orders from each source category:
Paid (Google, Meta, YouTube, etc.)
Organic (SEO / ASO / AEO)
Referral / word of mouth / affiliate
Direct / brand
Other channels
Target:
Healthy mix; reduce over-reliance on any one channel (e.g., not >70–80% from a single platform long term).
Data Source:
GA4 source/medium, Admin Panel attribution, Looker dashboards.
Review Frequency:
Monthly / Quarterly.
Linked KRAs:
KRA 2, KRA 3, KRA 5.
No. 5 – Experiment Velocity & Learning Rate
Description:
Number of structured marketing experiments run and how many produce positive, deployable learnings (ads, creatives, audiences, landing pages, funnels).
Formula (Experiment Count):
Number of defined experiments per month (with hypothesis, metric, and timeframe)
Formula (Success Rate):
Number of experiments with clear positive impact ÷ Number of completed experiments × 100
Target:
Run at least X experiments per month (e.g., ≥ 4–8)
Aim for a clear learnings rate where a good % of tests lead to changes (even if some fail)
Data Source:
Experiment log (Sheet/Notion), campaign notes, dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 2, KRA 4.
No. 6 – Brand & Engagement Health
Description:
Directional metrics that indicate brand strength and engagement, not just direct leads.
Example Metrics:
Growth in direct / brand search traffic (Cashkr brand keywords, direct visits)
Social engagement (saves, comments, replies; not only likes)
CTR on branded and category campaigns
Target:
Agree on baseline and aim for steady improvement month-on-month.
Data Source:
GA4 (direct / brand query trends), Google Search Console (brand terms), social platform insights, Ads CTR reports.
Review Frequency:
Monthly / Quarterly.
Linked KRAs:
KRA 2, KRA 3.
No. 7 – Operational Fit of Marketing (Serviceable & SLA-Ready Leads)
Description:
Ensures marketing is driving leads in areas and device types that Ops can actually serve, and not overloading non-serviceable or low-capacity zones.
Formula:
Leads from serviceable pincodes ÷ Total leads × 100
Leads from supported device types ÷ Total leads × 100
Optional:
Leads lost due to non-serviceability or capacity issues per month
Target:
Maximise percentage of leads in serviceable, SLA-ready areas; minimise wastage from non-serviceable or blocked zones.
Data Source:
Admin Panel data (lead pincode, device type, serviceability flags), vendor/area matrix, Looker dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 5.
5. Core Processes / SOPs Owned
Pranjal is owner / co-owner for these SOPs:
Marketing Strategy & Quarterly Planning SOP
Defines how annual / quarterly marketing goals are set.
Breakdown of targets by channel, city, device type, and key campaigns.
Prioritisation framework: which channels and experiments get focus first.
Channel & Budget Allocation SOP
How performance, brand, SEO, referral and offline budgets are planned and revised.
Rules for shifting budget between campaigns / cities / devices based on performance and Ops feedback.
Coordination with Finance for monthly and quarterly budget approvals.
Campaign Briefing & Creative Production SOP
How Pranjal briefs Rhea, Rabina, Yaskar and Muzammil for campaigns:
Objective, target audience, offer, message, formats, timelines.
Approval flow for creatives, copies and landing pages.
Versioning of creatives for testing (multiple hooks, visuals, offers).
Performance Review & Optimization SOP
Weekly review process for:
CPL, CPO, ROAS, leads, orders by campaign and city.
Method to decide what to:
Scale, fix, pause, or test next.
Work style with Ashwini (data) and Rhea (performance), including structured notes & actions.
Content, SEO & ASO Planning SOP
How blog topics, landing pages, app store content, Quora/Reddit answers and social content are aligned with search demand and brand strategy.
Coordination between Rabina (SEO), Yaskar (content) and graphic/video for publishing priorities.
Influencer, Referral & Partnerships SOP
Shortlist criteria for influencers, creators or partners.
Deal structures (barter, paid, hybrid).
Measurement framework for impact (leads, installs, traffic, brand reach).
Marketing ↔ Ops ↔ Pricing Sync SOP
Regular sync with Ops and Pricing (Mohsin, vendor team) to:
Confirm which cities / device types are safe to scale.
Understand SLA, vendor capacity, and problem areas.
Align promotions and offers with real on-ground ability.
Marketing Reporting & Review Rhythm SOP
Defines:
Weekly, monthly and quarterly reports
Who receives what (CEO, Ops, Finance, Tech, etc.)
Minimum content (metrics, insights, actions)
Links reporting expectations with Data (Ashwini) so marketing metrics are always visible and understood.
6. Weekly & Monthly Reporting
Weekly – “Marketing Weekly Snapshot”
To:
CEO – Ibrahim Surya
Marketing Team (Rhea, Rabina, Yaskar, Muzammil, Bikesh)
Ops / Vendor Leads (Kishan, Rutuja, Umair)
Pricing – Mohsin
Data Analyst – Ashwini
Tech – key people as needed
Format:
Short summary (Slack / Email / Doc) with key numbers and dashboard links.
Includes:
Key Performance Highlights:
Leads and orders from marketing (by channel, top cities, key device types).
Spend, CPL, CPO for major campaigns.
Any big changes vs last week (CPA spike, strong city, weak segment).
Channel & Campaign Notes:
What worked (best campaigns, creatives, keywords, videos).
What didn’t (high CPL/CPO, low CTR, poor conversion).
Ops & Serviceability Fit:
Any city/device where leads are coming but Ops / vendors are struggling.
Agreed actions (pause/scale/shift focus).
Experiments & Learnings:
Experiments launched, in-progress, or completed this week.
Early learnings (even if not yet statistically perfect).
Next Week Focus:
Campaigns or channels to push.
Major experiments planned.
Dependencies on Ops, Tech or Finance.
Monthly – “Marketing & Growth Section in Monthly Review”
To:
CEO, Marketing Team, Ops/Vendor Head, Pricing (Mohsin), Tech, Finance, Data Analyst.
Format:
Slides / Doc + dashboard links.
Includes:
High-Level Summary:
Leads, orders, ad spend, CPL, CPO, ROAS (where applicable).
Comparison vs previous month and vs plan.
Breakdowns:
By channel (Google, Meta, YouTube, SEO, Referral, etc.).
By city and region (where marketing is strong vs weak).
By device type (Phone, Laptop, Mac, Tablet).
Funnel Performance:
Impression → Click → Lead → Order → Pickup.
Key drop-off points influenced by marketing (e.g., landing page, form, app step).
Brand & Organic Performance:
Brand/direct traffic and searches.
SEO/ASO highlights (top pages, keywords, app installs from organic).
Experiments & Big Learnings:
Major experiments run and their outcomes.
Which changes were rolled out and their impact.
Ops / Pricing / CX Feedback Loops:
What Ops / Pricing / CX told Marketing (serviceability issues, quality complaints, offer confusion).
What changes were made in campaigns/creatives because of this.
Top 3–5 Recommended Actions (Next Month):
Where to increase/decrease budget.
Which cities or device categories to focus on.
What big creative / messaging / brand themes to push.
Any product / ops feedback that needs to be addressed to improve conversion.