- Salary
- ₹5000k – ₹7000k
- Location
- Gurgaon, India
- Department
- Marketing
- Source
- Keka
Description
HEAD OF MARKETING
Make Spyne the AI brand dealers find, try and adopt on their own.
Reports to: CRO
Location: Gurugram, India with heavy US overlap hours (3pm -12am IST)
ABOUT SPYNE
Spyne is building the AI operating system for automotive retail. We started with visual merchandising, expanded into conversational AI, and are now putting AI agents across the dealership so dealers move inventory faster, respond to buyers instantly and run more of their operation with AI. Founded by operators from Amazon, Cox and OYO, Spyne has grown 30x in under 3 years and powers 1,500+ dealerships across the US. We're backed by Accel, Vertex Ventures and Storm Ventures.
What we're building:
- Studio AI (Visual Agents): turns a smartphone capture into a complete, publish-ready listing, so cars reach the website faster.
- Vini AI (Conversational Agents): answers every call, chat and text across sales and service, and writes outcomes back into the dealer's DMS and CRM. We’re building a family of agents for recall, receptionist, reputation, acquisition, sales and service, built for dealers to try and turn on themselves.
- AI Contact Service: Vini at the core with a human BDC team around it, delivering the outcomes dealers expect from an in-house BDC.
- DealerOS: the layer that brings it all together. It sits above the dealer's existing software (DMS, CRM, inventory, website, service) and runs agents across the vehicle journey, from sourcing to sale to service.
Spyne is emerging as one of the category leaders redefining how dealerships operate in the AI era. See DealerOS in action: https://www.youtube.com/watch?v=gjehUZhJi3k
THE ROLE
You'll build the growth engine for roughly 70,000 US rooftops, then every market where dealers sell cars. You own the strategy, budget, team and results across 5 mandates, judged in rooftops activated, pipeline created and cost per outcome.
WHAT YOU'LL OWN
01. Turn the product into the growth engine (Product-led growth)
Dealers anywhere find, try, pay for and expand our agents with no salesperson in the loop.
- Own the self-serve funnel end to end: site, signup, first agent live, first paid month, second agent added.
- Make activation fast and real: an agent answering live calls, leads or reviews for the rooftop within days.
- Run both motions: self-serve for independents, product-qualified leads handed to sales for franchised stores and dealer groups.
- Drive expansion: multi-agent attach on every rooftop and land-and-expand into dealer groups, with the revenue team.
- Build onboarding and lifecycle (email, SMS, in-product) that converts operators who will never read a manual.
- Take it global: a repeatable country launch playbook and a regional marketing owner for each new market.
02. Make Spyne the name every dealer knows (Brand, community and events)
Every GM, fixed-ops director and BDC manager hears about Spyne from someone they trust before we call.
- Own the category story: "the AI that turns inventory faster", sold as cost and days removed per rooftop.
- Build industry credibility: an industry marketing lead, trade press and analyst relationships, OEM and association partnerships.
- Turn advisers into distribution: a certified partner program for dealer agencies, consultants, trainers and 20 Group moderators.
- Build the dealer community: in-person meetups in target metros and an online community where operators share what works.
- Run creators like a performance channel: always-on dealer-world voices on LinkedIn, YouTube and podcasts, measured on signups.
- Own the shows: NADA, NIADA, Digital Dealer, Driving Sales, state associations and executive dinners, with a pipeline target per dollar.
- Make customers the story: case studies, our dealer podcast and a validated days-to-sale study timed for NADA 2027.
03. Own the answer, in search and in AI (Demand generation, SEO and AEO)
When a dealer asks Google, ChatGPT, Gemini or Perplexity what to buy, Spyne is the answer.
- Build programmatic SEO across every agent, role, DMS, CRM and OEM.
- Own AEO: track Spyne's share of AI answers on dealer questions and earn citations in the sources assistants trust.
- Run the website as a product: messaging tests and conversion experiments, with signups as the score.
- Publish the reference layer: a page for each of our 70+ integrations and honest comparison pages.
- Run paid search, social and retargeting against one keyword and audience map, with CAC tracked per agent.
- Feed demand with content: webinars, guides and case studies that rank, convert and arm sales.
04. Build marketing that runs on agents (AI-led growth engine)
A lean team that ships like a team 5 times its size.
- Score every rooftop: all ~70,000 US stores ranked on live signals such as review velocity, missed calls, inventory age, DMS and OEM.
- Trigger outreach on signals: agents draft and route, SDRs take the conversations that matter.
- Automate the funnel: AI-driven enrichment, routing and follow-up on clean CRM data.
- Scale content with AI: creative and localization at volume, with a human editor on every dealer-facing piece.
- Run on our own product: Vini answers our inbound calls, chat and follow-up.
- Ship 10+ growth experiments a month and keep an open log of what won, what lost and why.
05. Run marketing like a P&L (Budget, measurement and team)
Own every dollar marketing spends and every number it moves.
- Own the budget and move it between channels on CAC, payback and pipeline.
- Build attribution from first touch to paid rooftop, so marketing and sales run on the same numbers.
- Plan GTM with the CEO and revenue leaders: segments, headcount, forecast and targets.
- Hire and lead the team: growth, SEO and AEO, content, community, events, industry marketing, ops and regional leads.
- Report monthly to the CEO and quarterly to the board.
HOW WE'LL MEASURE YOU
- Self-serve rooftops activated
- Agents per rooftop
- Self-serve CAC payback
- Marketing-sourced pipeline
- Branded search and AI-answer share
- International rooftops
YOUR FIRST 90 DAYS
- Spend 2 weeks with dealers: ride along with the field team, sit in a service drive and a BDC.
- Instrument the self-serve funnel and publish the baseline.
- Ship the first 100 SEO and integration pages and start tracking AI answers.
- Lock the 2027 events and creator calendar with pipeline targets.
- Present your 12-month plan, team and budget to the CEO.
WHO YOU ARE
A builder who has already taken a self-serve, community or creator engine to scale, and still runs channels yourself.
- 10+ years in B2B marketing or growth, 4+ leading a team, including time as an early hire who scaled the function.
- You've owned a low-touch funnel to business buyers and can show activation and retention cohorts.
- You've built a community, creator or partner channel into a top-3 source of pipeline.
- SEO is a primary channel for you, and you already run AEO.
- You run events as pipeline, with attribution.
- You build with AI agents and automation yourself, write well and pull your own data.
Strong signals:
- You've marketed to operators of local businesses.
- You have dealer software experience (Cox Automotive, CDK, Reynolds, Tekion, Impel, Podium, CarGurus).
- You've opened a new country.
- You've marketed voice or conversational AI.
Not a fit if:
- Your last 3 years were spent running a large org through managers with no channel of your own.
- Your growth came only from enterprise ABM.
- Your brand work can't point to a number.
Skills
SEOMerchandisingVisual Merchandising