Growth Marketing Lead - PLG Apps

About GoKwik

GoKwik is a growth operating system empowering D2C and eCommerce brands across the funnel—from optimising checkout and reducing RTOs to driving stronger retention and post-purchase engagement. Today, we serve 15,000+ merchants, enable $2B+ in GMV annually, and are scaling rapidly across India, the UK, Europe, and the US. Backed by RTP Global, Z47, Peak XV, and Think Investments-with $13M raised in June 2025 (total funding: $68M)—we are building AI-led products that scale through product-led growth.

Why This Role Matters

GoKwik’s growth is driven by product-led demand rather than sales-led funnels. This role owns install-led growth across GoKwik’s Shopify apps and is accountable for driving qualified installs at scale—not vanity traffic. The focus is on demand quality that activates, converts to paid, and compounds GMV impact over time. As Growth Marketing Lead - PLG Apps, you will lead the strategy and execution for scaling installs across PLG products while ensuring strong post-install conversion and monetisation. You will work closely with Product, PMM, and Revenue teams to ensure demand directly translates into paid outcomes.

What You’ll Own

• Own top-of-funnel installs across all PLG products including Returns, Checkout, Popups, Geo, and other Shopify apps
• Drive qualified installs optimised by GMV bands, geography, category fit, and readiness to pay
• Own Shopify App Store Optimization (ASO) including keyword strategy, category ranking, and reviews & ratings velocity
• Run continuous experiments on app listing copy, screenshots, videos, and social proof
• Own PLG growth channels including Shopify App Store, partner-led channels (Shopify agencies, ecosystem tools), and content-led demand such as templates, calculators, and guides
• Manage paid acquisition selectively, ensuring LTV justifies CAC
• Work closely with Product and PMM on Install → Activate → Paid journeys
• Build ICP-led landing pages and use-case–driven acquisition flows
• Continuously improve demand quality to increase Paid %, not just install volume
• Own and track key growth metrics including qualified installs, activation rates, cost per qualified install, App Store rank movement, and review quality

Who You Are

• 5–8 years of experience in PLG demand or growth marketing
• Hands-on experience scaling Shopify apps (critical)
• Proven success with free-to-paid funnels and App Store growth loops
• Strong analytical mindset with hands-on experience using tools like Mixpanel, GA, Amplitude, or similar
• Clear understanding that all installs are not equal and strong focus on post-install conversion
• Comfortable thinking in cohorts and funnels rather than campaigns
• Ability to make data-backed decisions and say no to traffic that does not monetise

Why GoKwik?

At GoKwik, growth is driven by strong products, data, and disciplined execution. You will own a high-impact PLG growth charter with clear accountability on quality, not just scale. This role offers deep collaboration with product teams, high leadership visibility, and the opportunity to build a compounding growth engine across GoKwik’s app ecosystem.