Founding Growth Marketer
JOB DESCRIPTION
Reports to: Founder (Rohan Thakkar) Location: Mulund / Mumbai, India — hybrid, with regular travel to Pune and occasional travel to Hyderabad for family interviews and facility visits Type: Full-time
FamilyCall (familycall.care) builds Asha, an AI voice companion that calls elderly parents in India for warm wellness check-ins — so their adult children abroad get peace of mind between calls, not instead of them. Every conversation also becomes material for a monthly keepsake magazine the family can treasure. We're an early-stage startup building for NRI families with aging parents in India, currently working with founding beta families in Pune and Hyderabad.
Asha strengthens family connection — it never replaces it. Everything we build and say reflects that.
This is a generalist, execution-heavy role for someone who wants to be the founder's right hand across marketing, product quality, partnerships, and day-to-day operations — not a narrow specialist seat. You'll move between writing an ad copy in the morning, sitting in on a family interview in the afternoon, and testing a new onboarding flow in the evening. Early-stage, high-trust, high-autonomy.
You'll be one of FamilyCall's first hires in India and the primary on-the-ground presence for anything that needs a human in the country — from a facility visit to an in-person family interview to catching a product issue no one in the US caught.
1. Social media Run FamilyCall's presence end to end — content calendar, community building (posting, community response), and growth across the channels where NRI families and Indian senior-care audiences actually spend time (LinkedIn, Instagram, Reddit, TikTok, Facebook Groups, WhatsApp community groups). Keep our voice consistent with our positioning: warm, culturally specific, never clinical.
2. Marketing content & family interviews: Interview founding families (in Pune, Hyderabad, and beyond as we grow) to turn real conversations into stories, testimonials, and campaign material. This is sensitive work — families are trusting us with their parents' aging, health, and family dynamics. Content must never frame Asha around loneliness, dependency, or replacing family contact; the language is always "notices changes and lets you know," never "detects," "monitors," or "diagnoses."
3. Product QA Be the person who actually calls Asha and breaks things before families do. Test call quality, latency, and voice accuracy across languages (English plus the prominent Indian languages we support, and more as we add them); test the onboarding flow end to end; catch bugs, identity mix-ups, and copy that doesn't land the way it should with an Indian elder or NRI adult child. You're the last check before something ships to a real family.
4. Contracts, vendors & errands Handle the operational load that keeps a lean startup moving — vendor coordination, local contracts, logistics for events or facility visits, and the general "get it done" work a founder can't do remotely from the US.
5. Performance ads Plan and run paid campaigns (Meta, Google) targeting the NRI diaspora audience. Track the full funnel — click, signup, activation — not just CTR, and feed learnings back into messaging and creative.
6. Distribution partnerships Build relationships with hospice care providers, NRI-serving doctors, and senior care facilities in India that can refer or co-market FamilyCall to families they already serve. This includes outreach, pitching, negotiating terms, and managing the relationship after signing.
Experience: 3-6 years in a generalist operating role — startup ops, founder's-office/chief-of-staff, or a marketing+BD hybrid. This is not an entry-level role: you'll own real ad budgets, negotiate contracts, and run unsupervised family interviews on sensitive topics from day one. Early-stage startup background weighted over large-company background — the pace here doesn't suit someone used to a big org's guardrails.
Required (in priority order):
- Clear, warm communicator, in English and another prominent Indian language. This is the single most important qualification for this role — you'll be interviewing families about sensitive topics, pitching partnerships, and representing FamilyCall's voice publicly. We screen for this directly (see "How to Apply").
- Has run performance ad campaigns (Meta/Google) with real budget accountability — can speak to CAC, CTR-to-signup, and conversion, not just impressions or reach
- Has produced marketing content from real interviews or customer stories (video, written, or social) — not just repurposed brand copy
- Has negotiated or managed vendor/partner contracts before, even informally — covers both the errands/ops load and the hospice/doctor/facility partnership work
- Based in or willing to relocate to Mumbai/Mulund, with ability to travel regularly within Maharashtra and periodically to Hyderabad
- Comfortable working async and largely unsupervised with a US-based founder across time zones
- Have your own laptop and good wifi connections. Daily calls with the founder would be between 9 to 11 pm IST
Preferred, not required:
- Prior experience in eldercare, healthcare, hospice, or senior living (see disclosure note below)
- Prior seed/pre-seed startup experience, ideally founder's-office or chief-of-staff
- Informal QA/user-testing experience — has run a beta program or structured user testing before
- Familiarity with WhatsApp Business tools, Meta Ads Manager, Google Ads, and referral/affiliate platforms (Dub or similar)
Education: No specific degree required — we screen on demonstrated output, not pedigree.
Because this role builds relationships with senior care facilities and eldercare providers, any current or prior affiliation with a senior living, home care, or eldercare platform — as an employee, consultant, or advisor — should be disclosed during the interview process. This isn't disqualifying by default, but we need to know upfront.
- Social channels are live, posting consistently, and you've run at least one full performance ad campaign with funnel data to show for it
- You've personally interviewed several founding families and shipped usable content from those conversations
- You've found and helped fix at least one real product/QA issue before it reached a family
- You've opened conversations with at least a handful of hospice, doctor, or senior-facility contacts in your region
Along with your resume, please record and send a short (2-3 minute) self-recorded video — covering:
- Who you are and your relevant experience with ads, content, or partnerships
- Why this role interests you
- Please do half the video in English and half in another prominent Indian language
This isn't a formality — clear communication is the top qualification for this role, and the video is how we screen for it before the first interview.
Please apply here - https://forms.gle/bCC7TFpN2mTcTcGp9
- Rs 70k per month for first 6 months and then bump to Rs 1 Lakh per month
- No. of days of leave per year - 14 days (this can be your diwali, christmas and all) + 7 other local holidays of your choice.
- The company provided a laptop and device after 3 months.
- Business Domestic travel
- After 18 months, a business trip to HQ in California.