Marketing Associate – App Migration & Growth

About the role

Zarai Mandi is an agri-tech platform in Pakistan that gives farmers, commission agents, traders and other market participants commodity rates, mandi updates, auction videos and market insights. It is moving from a WhatsApp-based service to a dedicated mobile app. The Marketing Associate will own the marketing of this transition: migrating existing WhatsApp customers to the app, acquiring new users across B2B and B2C markets, and building awareness.

Key responsibilities

• Migrate existing WhatsApp customers and subscribers to the mobile app, explaining the transition and its benefits
• Plan customer communication and run pre-launch market research
• Develop Go-To-Market and app launch strategies, including Product Development Requirements based on market needs, feedback and competitor analysis
• Run marketing campaigns across Facebook, Instagram, YouTube, TikTok, WhatsApp, Google, website SEO and others
• Acquire a critical mass of users and drive market penetration by mandi
• Plan the marketing budget and resources, and execute the approved plan

Required profile

• 2-5 years of total marketing experience, including 1-2 years in a branding or advertising agency
• Proven experience marketing a mobile app or digital product with measurable results (installs, users, retention or revenue)
• Community management experience online and offline
• Excellent written and verbal communication in English and Urdu
• Preferred: bachelor's degree in Marketing, Advertising, Communications or a related field; end-to-end campaign management; SEO, Google Analytics, Meta Ads Manager, Google Ads or LinkedIn Ads; ASO tools and app analytics; agriculture, agri-tech, e-commerce or marketplace experience; field team and ground activation experience

Required skills

• Digital marketing, social media and content strategy
• Campaign management, analytics and reporting tools
• AI marketing tools such as ChatGPT, Claude, Canva AI and Adobe Firefly

What we offer

• Full-time on-site work in Karachi, Monday to Friday, 9 AM to 6 PM
• 3-month probation, then health insurance, EOBI, Provident Fund, 25 paid leaves, transport allowance, performance bonus and annual increment
• Competitive salary with growth opportunities and exposure to modern AI tools