Role Summary

We are looking for a highly driven GTM Lead to own the planning and execution of a large, high-priority moonshot initiative at AssetPlus. This is not a coordination role. It is a business-building role for someone who can take an idea with strong potential, shape its go-to-market path, and drive it through the messy realities of execution until it starts delivering outcomes.

The ideal candidate should have prior experience building and scaling large marketing-led initiatives from zero to one and then from one to ten. This role requires a strong grasp of audience behaviour, channel strategy, positioning, execution planning, and cross-functional coordination. Just as importantly, it requires someone who is deeply ownership-driven and comfortable being accountable for the success of the initiative, not just the activity around it .This role will suit someone who can think strategically, move quickly, make good calls under ambiguity, and stay close to both the big picture and the details that determine whether an initiative actually works

Key Responsibilities:

Own the GTM Charter End to End - Take full ownership of the go-to-market strategy and execution for a large strategic initiative. Define how the initiative should be positioned, who it should target, what channels it should use, and how it should scale over time.
Translate Vision into an Executable Plan - Convert a broad business ambition into a clear GTM roadmap with defined priorities, milestones, workstreams, and success metrics. Build the operating structure required to move from concept to market effectively.
Drive 0 to 1 and 1 to 10 Growth - Lead the initiative through its early validation stage and into scale. Identify what needs to be tested first, what signals matter, what should be refined, and what should be doubled down on as traction builds.
Develop Deep Audience and ICP Understanding - Bring a strong understanding of customer behaviour from prior roles. Use audience insight to shape messaging, channel choices, acquisition paths, and conversion strategy. Ensure the GTM is rooted in how real users think, behave, and decide.
Build and Run Cross-Functional Execution - Work across marketing, content, design, product, operations, partnerships, and business teams to ensure execution stays aligned and on track. Bring clarity, speed, and accountability to cross-functional delivery.
Own Outcomes, Not Just Activity - Be accountable for the business outcomes of the initiative. Track the right metrics, spot friction early, make corrections quickly, and ensure the initiative moves toward meaningful growth.
Shape Messaging, Channels, and Growth Loops - Define the core narrative, channel strategy, and market-entry approach for the initiative. Build a clear understanding of what drives awareness, engagement, trust, and conversion, and refine these levers continuously.
Run Strategic Experiments with Speed and Discipline - Design and execute smart GTM experiments across messaging, channels, formats, partnerships, and audience segments. Build strong learning loops and create clarity on what is working and what is not.
Create Systems for Scale - Put in place the planning mechanisms, reporting structures, review rhythms, and execution systems that allow the initiative to scale with consistency and control.

Requirements:

What Success Looks Like

6 to 10 years of experience in go-to-market, growth, marketing, or business-building roles
Proven experience in managing and scaling large initiatives from 0 to 1 and 1 to 10
Strong understanding of customer behaviour, ICPs, market segmentation, and conversion journeys
Demonstrated ability to own cross-functional execution and drive outcomes in fast-moving environments
Strong strategic thinking combined with hands-on execution ability
Comfort working in ambiguous environments where structure has to be built, not inherited
Strong communication and stakeholder management skills
High ownership mindset with the ability to lead from the front and stay close to execution

Nice to Have

Prior experience in fintech, financial services, edtech, or other trust-led categories
Experience managing or scaling a YouTube channel or content-led distribution engine
Exposure to partnerships, community-led growth, or category creation initiatives
Familiarity with performance marketing, funnel design, and experimentation frameworks

Work Mode and Expectations

Full-time, on-site in Chennai
Monday to Friday workweek
High-ownership role for someone who wants to build and scale a meaningful strategic initiative with direct visibility and accountability for outcomes

AssetPlus

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GTM Lead – Strategic Initiatives