Generalist Marketing Manager

📌 Core Information

🔹 Job Title: Generalist Marketing Manager

🔹 Company: WATI.io

🔹 Location: Chennai, Tamil Nadu, India

🔹 Job Type: Hybrid (Remote/On-site)

🔹 Category: Marketing

🔹 Date Posted: June 6, 2025

🔹 Experience Level: Mid-Senior level (6-8 years)

🔹 Remote Status: Remote (with occasional on-site collaboration)

🚀 Job Overview

Key aspects of this role include:

• Driving growth through SEO, content, affiliates, and website performance
• Collaborating cross-functionally with Product Marketing, Sales, and external agencies
• Working independently and taking ownership of projects
• Impactful role in a fast-growing SaaS company

ASSUMPTION: This role requires a versatile marketer who can wear multiple hats and thrive in a dynamic, high-growth environment.

📋 Key Responsibilities

✅ Own and execute SEO strategy, including technical and on-page SEO, content strategy, and authority building

✅ Drive full-funnel content marketing, creating blogs, case studies, product pages, and more

✅ Manage and optimize the marketing website for speed, CRO, and messaging

✅ Scale and optimize affiliate and partner programs

✅ Collaborate cross-functionally with Product Marketing, Sales, and external agencies

ASSUMPTION: This role involves a mix of strategic planning and hands-on execution, requiring a well-rounded marketing professional.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 6-8 years of B2B SaaS marketing experience

Required Skills:

• Strong grasp of SEO, content, and website management (WordPress/Webflow a plus)
• Experience with affiliate/partner marketing
• Data fluency and performance-driven mindset
• Excellent written communication and project ownership

Preferred Skills:

• Familiarity with GA4, HubSpot, Ahrefs, SEMrush, Webflow
• Experience marketing to India, LatAm, SEA, or other international markets
• Remote work experience

ASSUMPTION: Candidates with experience in SMB GTM motions (freemium/trial), ICP segmentation, and a global mindset will be particularly valuable.

💰 Compensation & Benefits

Salary Range: INR 18-24 lakhs per annum (based on experience and performance, with a potential variable component)

Benefits:

• Health insurance and wellness benefits
• Retirement savings plans
• Flexible work hours and remote work options
• Professional development opportunities

Working Hours: Full-time (40 hours/week), with flexibility for remote work

ASSUMPTION: The salary range is estimated based on industry standards for mid-senior level marketing roles in Chennai, India.

📌 Applicant Insights

🔍 Company Context

Industry: IT Services and IT Consulting, with a focus on CPaaS (Communication Platform as a Service) and WhatsApp business solutions

Company Size: 51-200 employees, with a remote-first culture that values adaptability and inclusivity

Founded: 2019, with a mission to simplify business communication starting with WhatsApp

Company Description:

• WATI is a rapidly growing CPaaS that offers innovative business messaging solutions for SMBs and large enterprises
• Backed by global investors Sequoia, DST Global, and Tiger Global, and proudly stands as Shopify’s first investment in Asia
• Serves 12,000+ customers across 100+ countries, empowering businesses through WhatsApp

Company Specialties:

• Customer Support
• Chatbot
• WhatsApp API
• Lead Generation
• Notification
• Business Messaging
• WhatsApp Business API
• Chat Automation
• Enterprise Solutions
• CPaaS
• SaaS
• WhatsApp
• Customer Services
• Customer Experience
• Conversational AI
• and Bulk Broadcast

Company Website: https://www.wati.io/

ASSUMPTION: WATI's focus on WhatsApp business solutions and global expansion presents unique opportunities for marketing professionals.

📊 Role Analysis

Career Level: Mid-Senior level, with potential for growth and impact in a high-growth company

Reporting Structure: This role reports directly to the VP of Marketing and collaborates with cross-functional teams

Work Arrangement: Hybrid (Remote/On-site), with occasional on-site collaboration and flexible work hours

Growth Opportunities:

• Potential to grow into a leadership role as the company expands
• Chance to gain experience in a high-growth, global SaaS environment
• Opportunity to work with a diverse, global team and make a significant impact on business growth

ASSUMPTION: This role offers a unique blend of strategic and hands-on marketing experience, with ample opportunities for growth and learning.

🌍 Location & Work Environment

Office Type: Hybrid (Remote/On-site), with a remote-first culture that values adaptability and inclusivity

Office Location(s): Chennai, Tamil Nadu, India (with remote work options)

Geographic Context:

• Chennai is the capital city of Tamil Nadu, located on the southeastern coast of India
• Known for its rich cultural heritage, historical landmarks, and vibrant food scene
• Offers a mix of traditional and modern infrastructure, with a growing startup ecosystem

Work Schedule: Full-time (40 hours/week), with flexibility for remote work and occasional on-site collaboration

ASSUMPTION: Chennai's growing startup ecosystem and diverse cultural landscape provide a dynamic environment for marketing professionals.

💼 Interview & Application Insights

Typical Process:

• Initial screening call with the HR team
• Technical interview with the VP of Marketing
• Case study presentation or assignment
• Final interview with the leadership team

Key Assessment Areas:

• Marketing strategy and execution
• SEO and content marketing expertise
• Website management and optimization
• Affiliate marketing experience
• Cross-functional collaboration and project ownership

Application Tips:

• Highlight your relevant marketing experience, with a focus on SEO, content, and website management
• Include examples of your affiliate marketing experience and data-driven approach
• Tailor your resume and cover letter to emphasize your fit for this hybrid role and WATI's company culture
• Prepare for case study presentations or assignments that demonstrate your strategic thinking and execution skills

ATS Keywords: SEO, content marketing, website management, affiliate marketing, data fluency, project ownership, B2B marketing, performance-driven mindset

ASSUMPTION: WATI's interview process is designed to assess both your technical marketing skills and your cultural fit within the company's high-growth, remote-first environment.

🛠️ Tools & Technologies

• GA4
• HubSpot
• Ahrefs
• SEMrush
• Webflow
• WordPress
• Asana (or similar project management tools)
• Google Workspace (Gmail, Google Drive, Google Docs)

ASSUMPTION: Familiarity with these tools is preferred, but not required. WATI values adaptability and is willing to provide training for the right candidate.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric
• Innovative
• Collaborative
• Adaptable
• Inclusive

Work Style:

• Remote-first, with a focus on results and output
• Cross-functional collaboration and open communication
• Data-driven decision making and continuous learning
• Adaptability and resilience in a high-growth environment

Self-Assessment Questions:

• Do you thrive in a remote, high-growth environment with a mix of strategic and hands-on marketing responsibilities?
• Are you comfortable working independently and taking ownership of projects?
• Do you have experience collaborating cross-functionally with diverse teams?
• Are you passionate about driving growth and making a significant impact on business success?

ASSUMPTION: WATI values candidates who are a strong cultural fit, with a customer-centric mindset, innovative spirit, and collaborative work style.

⚠️ Potential Challenges

• Managing multiple marketing channels and priorities in a fast-paced environment
• Adapting to a remote-first work culture and occasional on-site collaboration
• Balancing strategic planning with hands-on execution
• Working with a diverse, global team and navigating time zone differences

ASSUMPTION: These challenges can be overcome with strong project management skills, adaptability, and a performance-driven mindset.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position requires a versatile marketer with experience in SEO, content, website management, and affiliate marketing
• WATI's focus on WhatsApp business solutions and global expansion presents unique opportunities and challenges compared to other marketing roles
• This role offers a unique blend of strategic and hands-on marketing experience, with ample opportunities for growth and learning in a high-growth SaaS environment

ASSUMPTION: Candidates with experience in similar hybrid marketing roles or a strong background in SEO, content, and website management will be well-suited for this position.

📝 Sample Projects

• Developing and executing a comprehensive SEO strategy to improve organic traffic and drive business growth
• Creating and optimizing content for various stages of the funnel, from awareness to conversion
• Managing and improving the marketing website's speed, CRO, and messaging
• Scaling and optimizing affiliate and partner programs to drive customer acquisition and revenue
• Collaborating with cross-functional teams to develop and execute integrated marketing campaigns

ASSUMPTION: These sample projects illustrate the diverse range of responsibilities and opportunities available in this hybrid marketing role.

❓ Key Questions to Ask During Interview

• How does this role fit into WATI's overall marketing strategy and growth plans?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does WATI support the professional development and growth of its marketing team members?
• What are the most challenging aspects of working in a remote-first, high-growth environment at WATI?
• How does WATI measure the success of its marketing efforts, and how will my performance be evaluated?

ASSUMPTION: These questions demonstrate your interest in understanding the role, company culture, and growth opportunities, while also showcasing your strategic mindset and performance-driven approach.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and fit for WATI's company culture
• Prepare for case study presentations or assignments that demonstrate your strategic thinking and execution skills
• Follow up with the HR team one week after submission to confirm receipt of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.