Truww

How YOU should position yourself for Associate Director – Marketing (Truww)

I’m a performance-first marketer who has scaled interiors & home-services demand, built full-funnel systems, and now want to own brand + growth together, not just run ads.

Tell me about yourself

I have 13+ years of experience across performance, SEO, and growth marketing.

What differentiates me is that I’ve scaled demand for interior & home-service brands at Quikr and managed large budgets with accountability at Novo Nordisk.

I’m now at a stage where I want to own brand + growth together, build teams, and create predictable revenue engines — which is why Truww strongly interests me.

How will you build Truww’s marketing strategy in first 90 days?

First 30 Days – Understand

  • Audit performance channels (Google, Meta, YouTube)
  • Funnel analysis (Lead → Visit → Closure)
  • SEO health & keyword gaps
  • Understand sales objections & close rates
  • “I’ll spend time with sales, not just dashboards.

31–60 Days – Optimise

  • Fix CPL vs lead quality mismatch
  • Separate brand vs performance budgets
  • Improve city-wise GTM
  • Content aligned to decision-stage keywords

61–90 Days – Scale

  • Predictable lead engine
  • Strong remarketing + WhatsApp CRM loops
  • Partnerships (builders, brokers, architects)
  • Hire/structure team

How do you balance Brand vs Performance?

Brand builds trust, performance captures intent.

In interiors, performance without brand increases CPL, and brand without performance delays revenue.

I allocate budgets across:
  • Upper funnel (YouTube, Meta Video, PR)
  • Mid funnel (SEO, content, remarketing)
  • Lower funnel (Search, Lead Forms, WhatsApp)
All tracked through assisted conversions, not just last click.

How do you approach SEO for a brand like Truww?

SEO for interiors is not just traffic — it’s decision influence.

I focus on:
  • High-intent keywords (cost, comparison, reviews)
  • Local SEO (city + micro-market)
  • Content answering real objections
SEO helps reduce long-term CAC and improves paid performance as well.

How do you build and manage teams?

Clear KPIs, ownership per channel, weekly reviews, and open communication.

My role is to remove blockers and help the team think like business owners.

BUSINESS & MARKETING GOALS

Primary Business Goals
  • Increase qualified interior leads
  • Improve lead → site visit → closure ratio
  • Reduce long-term Customer Acquisition Cost (CAC)
  • Build top-of-mind recall in Bangalore (then expand)
Marketing KPIs

SUCCESS METRICS (WHAT LEADERSHIP CARES ABOUT)
  • Lead → Visit Rate ↑
  • Cost per Sale ↓
  • Brand search volume ↑
  • Marketing-driven revenue contribution ↑

CHANNEL-WISE DIGITAL STRATEGY

A. PERFORMANCE MARKETING

1. Google Search (High Intent Core)

Keywords Types
  • “Interior designers in Bangalore”
  • “2 BHK interior cost Bangalore”
Strategy
  • City & micro-location segmentation
  • Separate campaigns for:
  1. Brand
  2. Generic interiors
  3. Cost / comparison keywords
  4. Strong landing pages per intent
KPIs: CPL, Lead Quality, Visit Rate

2. Meta (Facebook & Instagram)

Role: Demand generation + remarketing

Campaign Structure
  • Video Ads (Design walkthroughs, testimonials)
  • Lead Forms (Mid-funnel)
  • Click to WhatsApp (High intent)
  • Strong remarketing (7 / 14 / 30 days)
Creative Themes
  • Before / After
  • Cost transparency
  • “Designed & delivered in X days”
  • Customer stories
3. YouTube Ads

Role: Brand trust + assisted conversions

Formats
  • 15–30 sec skippable videos
  • Project walkthroughs
  • Founder / brand story
Targeting
  • In-market: Home décor, real estate
  • Custom intent (search-based audiences)
B. SEO & ORGANIC GROWTH

SEO Strategy Pillars

High-Intent Pages
  • “Interior cost Bangalore”
  • “2 BHK / 3 BHK interior price”
Local SEO
  • Google Business Profile per location
  • Reviews & local citations
Decision-Stage Content
  • Cost breakdowns
  • Material comparisons
  • Design mistakes to avoid
Outcome: Lower CAC over time + stronger paid performance via Quality Score

C. CONTENT & BRAND BUILDING

Content Types
  • Instagram Reels & Shorts
  • YouTube walkthroughs
  • Blog + SEO articles
  • Customer testimonials
Content Goals
  • Build trust
  • Answer objections
  • Reduce sales friction
D. SOCIAL MEDIA (ORGANIC)

Platforms
  • Instagram (Primary)
  • YouTube
  • LinkedIn (Brand credibility)
Posting Framework
  • 40% Projects & walkthroughs
  • 30% Educational (cost, materials)
  • 20% Testimonials
  • 10% Brand culture
E. CRM, WHATSAPP & MARKETING AUTOMATION

CRM Strategy
  • Lead source tagging
  • Budget & timeline qualification
  • Auto follow-ups
WhatsApp Automation
  • Instant lead acknowledgement
  • Project brochures
  • Site visit reminders
  • Post-visit nurturing
Impact: Higher conversion, better sales productivity

F. PARTNERSHIPS & OFFLINE SYNERGY

Strategic Partnerships
  • Real estate developers
  • Architects & brokers
  • Housing societies
Digital Support
  • Co-branded landing pages
  • Geo-targeted ads
  • Referral tracking

🚀 Smart Questions YOU should ask them (very important)

What’s currently the biggest challenge — lead quality, scale, or brand trust?

How closely does marketing work with sales today?

What does success look like for this role in 6–12 months?

How do founders see brand vs growth evolving at Truww?

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