Senior Vice President Marketing

The CoinDCX Journey: Building the Future of Finance:

At CoinDCX, our mission is clear - to make crypto and blockchain accessible to every Indian and enable them to participate in the future of finance.

As India’s first crypto unicorn valued at $2.45B, we are reshaping the financial ecosystem by building safe, transparent, and scalable products that power adoption at scale.

We believe that change starts together. It begins with bold ideas, relentless execution and people who want to build what’s next.

If you’re driven by purpose and thrive in environments where your work defines the next chapter of an industry, you’ll feel right at home here.

About the Role:

At CoinDCX, brand and growth are one system. Brand earns trust, and trust brings in users who stay, trade and recommend us. As SVP – Growth & Marketing, you will own both sides and make them work as one.

Your mandate is not to promote crypto, but to normalise it and make it trusted. You will shape how millions of Indians understand, assess and use this new asset class. You will own the full path from first awareness to a loyal customer: brand trust, recall, acquisition, activation, retention, win-back, product-led growth and consumer understanding.

You will work at the meeting point of cultural narrative, regulatory nuance, reputation and capital discipline. We need a leader who plans in multi-year horizons, stays steady under public scrutiny and builds systems that hold up through market cycles.

You will lead the full marketing organisation (Brand, Creative, Content, Social and Community, PR), the Growth teams (Retention, Resurrection, PLG, Product Marketing, SEO and Digital Marketing) and Consumer Insights. You will partner closely with the Business unit, which owns CLM, and with Product, Policy, Analytics and Leadership, so that what we build, say and stand for stays aligned.

If building one of India’s most consequential financial brands, and the growth engine behind it, excites you, this role will both challenge and reward you.

What You'll Do:

• You are the DRI (Directly Responsible Individual) for the full Growth & Marketing budget across ATL, BTL, digital media, performance, social, content and PR. You are accountable not just for outcomes, but for the reasoning behind every spend decision.
• Metric & Budget Ownership: Own the brand KPIs (brand health, social media metrics, organic acquisition) and the growth KPIs (new users, activation, retention, blended CAC, LTV). You are accountable for full funnel marketing and building brand trust.
• Brand Strategy: Own the multi-year brand roadmap. Turn complex VDA (Virtual Digital Asset) topics into simple, education-led stories that enhance trust while keeping technical accuracy.
• Growth Strategy: Own the plan from first install to long-term customer, with one shared view of the funnel across marketing and growth.
• Retention & Resurrection: Keep active users coming back, and bring lapsed users back, through product-led and marketing-led programmes.
• PLG & Product Marketing: Build referrals, in-product loops and organic acquisition with Product. Own positioning, launches and go-to-market for each product line.
• SEO & Digital Marketing: Own organic search and paid digital channels. Manage CAC, ROAS and cost per activated user, and direct media buying and budget allocation.
• Consumer Insights: Lead the insights team. Use research, user behaviour data and brand tracking to guide decisions across marketing, growth, product and business.
• Org Design: Lead and grow the full team, from creatives to analysts to performance specialists. Build a strong layer of second-level leaders so day-to-day execution does not depend on you.
• Reputation Systems: Design and own proactive PR and “Issue Readiness” playbooks to protect institutional credibility during market volatility.
• Product & Policy Partnership: Work with Product and Policy so the brand promise of “Responsible Education” shows up in the app experience and in all advertising, and stays compliant.
• Experimentation & Measurement: Run a steady pipeline of growth and brand experiments with Product and Analytics, and set one trusted set of numbers for the whole function.

You’ll Excel in This Role If You Have:

• Think in First Principles: You look for the real reason users do not trust us or do not stay, rather than applying standard marketing frameworks.
• Act as an Owner: You treat company capital and reputation as your own, and make hard trade-offs to protect long-term brand value over short-term “hacks.”
• Are Equally at Ease with Story and Numbers: You can judge a brand film and read a funnel or cohort chart with the same confidence.
• Translate Strategy: You turn disruptive technology into simple, trusted, mass-market stories without losing technical accuracy.
• Build Systems: You build scalable content, PR and growth engines instead of managing individual tasks.
• Lead Leaders: You have led large, mixed teams of creatives, analysts and performance specialists, and earned the respect of each.
• Decide Under Scrutiny: You are comfortable being the final decision maker in moments of reputational, regulatory or public pressure.

You’ll Know You’re Winning When:

• Trust & Recall: “Institutional Trust” scores and “Responsible Education” recall rise in a measurable way.
• Growth: More new users complete KYC, make a first deposit and place a first trade, and retention and win-back rates improve.
• Efficiency: Blended CAC falls as organic acquisition and brand-led conversion improve.
• Market Share: CoinDCX’s share of the total Indian crypto user base grows.
• Evidence-Led Decisions: Consumer Insights visibly shapes major campaign, product and business decisions.
• One Plan with Business: Growth, Marketing and CLM run to shared targets without friction.
• Independence: Your leadership bench runs high-impact campaigns and growth programmes with little intervention from you.

Why This Role Matters & What’s In It For You:

You will bring brand and growth together under one leader at a $2.45B unicorn, and shape how a nation learns to trust a new financial system. You will work side by side with the founders to drive the company’s mission, and you will see first-hand how a brand and a user base scale from 10 → 100 in one of the world’s fastest-evolving industries. Very few roles offer this. This is one of them.

Hiring Process:

Here’s what your journey with us looks like:

• Application Review – We assess for skills, alignment, and intent
• Recruiter Connect – A short conversation to understand you better
• Functional Round(s) – Deep dive into your approach, craft, and problem-solving
• Assignment / Simulation Round –A take-home task or live problem-solving exercise to understand how you think and execute in real scenarios
• Culture & Values Discussion – A conversation to understand our ways of working and how you thrive best
• Founder Conversation (Optional) – For certain roles and senior levels, you may meet our founders to explore strategic alignment and long-term fit

Where We Work:

We believe the best ideas emerge when people build together. Collaboration, speed and trust come alive when teams share the same space.

With this belief, we operate as a work-from-office organisation. This role is based out of our Bangalore office, where energy, alignment and innovation move in real time.

Perks That Empower You:

We believe great people deserve great experiences.

• Design Your Own Benefits: Flexible perks to match your lifestyle
• Unlimited Wellness Leaves: Rest and recharge as you need
• Mental Wellness Support: Access to therapy and wellness resources
• Learning Sessions: Bi-weekly learning and growth opportunities

Ready to Build What’s Next?

If you’re looking for a role that gives you direct access to high-stakes decisions, deep impact and a chance to build the future of finance, this is it.