Tulio
Website:
tulio.design
Job details:
📍 Gurgaon, Delhi NCR | Full-Time | Reports to Founder
🌐 www.tulio.design | 📸 @tuliodesign
📩 Send your CV to: sidaarth@tulio.design & varsha@tulio.design
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HEAD OF GROWTH & DEMAND GENERATION
(Also: Head of Demand Generation | Head of Growth Marketing | Head of Revenue Marketing)
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ABOUT TULIO
Tulio is a design-led, tech-enabled made-to-measure curtains and blinds company disrupting a traditionally opaque and fragmented industry.
We don’t sell fabric by the metre. We sell finished product concepts — designed, 3D-rendered, and transparently priced on our portal. Every product has a name, a look, and an instant price based on your window size. No measuring visits before quoting. No discriminatory pricing. No kickbacks to architects. No end-of-season sales. No dead stock.
We operate across five entities — India (5 studios: Pune, Bangalore, Hyderabad, Mumbai, Delhi), UAE, Saudi Arabia, and UK. We launch 20–30 new curtain and blind concepts every month. We are targeting INR 60 Cr in revenue in FY26-27, with a path to INR 100 Cr and beyond.
Think Zara-like speed. Premium product. Technology-first experience. That’s Tulio.
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WHY THIS ROLE EXISTS
95% of Tulio’s current revenue comes through architects and interior designers — a channel we cannot fully control or scale, and one where competitors win on commission kickbacks, not merit.
The goal is to build a consumer brand so recognisable that affluent customers walk into meetings with their architects and ask for Tulio by name. When that happens, architect loyalty follows the consumer — not the kickback.
This role is the engine that makes that happen.
The Head of Growth & Demand Generation will own Tulio’s entire lead generation and pre-sales pipeline — across outbound demand generation, inbound paid media, and CRM-led qualification. The function exists in parts. It has never been unified under a single strategic owner.
That changes with this hire.
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WHAT YOU WILL OWN
▌ OUTBOUND DEMAND GENERATION — ARCHITECT & DESIGNER COMMUNITY
This is the cornerstone of the role.
Tulio’s highest-quality leads come from architects and interior designers. Your job is to make Tulio impossible to ignore for the top 200 architects and designers in every city we operate in — Pune, Bangalore, Hyderabad, Mumbai, Delhi, Dubai, and Riyadh.
→ Build city-by-city ICP lists using LinkedIn Sales Navigator, Apollo.io, Lusha, and Clay
→ Design and execute multi-touch outreach sequences (LinkedIn, email, WhatsApp) that generate curiosity and earn appointments — this is a relationship and credibility play, not a demo-booking volume play
→ Coordinate every outbound touch with the content team so it lands with a reason — a new product launch, a completed hotel project, a press feature
→ Own and enrich the architect and designer database in Zoho CRM across all geographies
→ Track and report on appointment conversion, warm relationship count, and pipeline generated from the architect channel by city
▌ INBOUND LEAD GENERATION — META & GOOGLE
→ Set strategy for paid media on Meta and Google (managed by in-house performance marketer) — own the qualified lead output, not just the spend
→ Define and enforce a strict MQL threshold — protect the sales team’s time from low-intent leads
→ Feed campaign intelligence back into targeting and creative to continuously improve inbound quality
▌ CRM & LEAD QUALIFICATION (PRE-SALES)
→ Own the full Zoho CRM lead lifecycle: capture → qualification → routing to regional Business Heads or international sales
→ Ensure every inbound lead is qualified within 24 hours, scored accurately, and routed without leakage
→ Define Tulio’s MQL criteria by geography and customer type (residential HNI, hospitality, architect/designer)
→ Build closed-loop reporting between sales and lead gen — if a qualified lead doesn’t close, you need to know why
▌ PIPELINE REPORTING & STRATEGY
→ Own a monthly pipeline dashboard presented directly to the Founder: qualified leads per city, cost per MQL, MQL-to-proposal conversion, channel attribution
→ Set and hold quarterly targets for the outbound BDA team through structured reviews and sequence audits
→ Bring market intelligence from outbound activity back to the Category and Design teams — what are architects asking for that Tulio doesn’t currently offer?
▌ PR, EVENTS & TRADE FAIR COORDINATION
→ Coordinate Tulio’s presence at key industry events — Elle Decor Grand Design Awards, Design ID (New Delhi), hospitality trade fairs
→ Ensure every press feature (Architectural Digest, Elle Decor, Vogue Living) becomes active outbound collateral — a press mention is a warm outreach hook, not just a trophy
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YOUR TEAM FROM DAY ONE
You inherit an existing team and build the outbound function on top of it:
→ Performance Marketer [in place] — Meta + Google campaigns, CPL optimisation
→ CRM & Marketing Automation Manager [in place] — Zoho CRM, lead qualification, routing
→ Outbound BDA — North India [to hire] — LinkedIn + email outreach, Delhi/NCR architects
→ Outbound BDA — South & West India [to hire] — LinkedIn + email outreach, Bangalore/Pune/Hyderabad/Mumbai architects
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WHAT WE’RE LOOKING FOR
Must-Have:
→ 8–12 years in B2B demand generation, growth marketing, or inside sales leadership
→ Proven track record of building outbound pipelines from scratch — not inheriting them
→ Deep hands-on experience with outbound tools: LinkedIn Sales Navigator, Apollo.io, Clay, Lusha, Smartlead, or equivalent
→ Experience running Account-Based Marketing (ABM) programmes targeting specific professional communities — architects, designers, developers, or equivalent high-value B2B audiences
→ Senior CRM ownership — you have designed lead lifecycle workflows, not just reported from them. Zoho CRM experience is a strong advantage
→ Experience building and managing SDR or BDA teams — hiring, onboarding, running outreach quality reviews, holding people to pipeline targets
Strongly Preferred:
→ Exposure to premium, design-led, or luxury consumer brands — you understand that outreach to a top architect is not the same as a SaaS SDR sequence
→ Multi-geography experience — India plus at least one international market (UAE, UK, or equivalent)
→ Experience building feedback loops from sales back to product — capturing market intelligence, not just moving leads
The Person We’re Looking For:
✓ Thinks in pipelines — always knows the number
✓ Builds systems, not one-off campaigns
✓ Treats outbound as a relationship play, not a volume play
✓ Has high taste — understands what premium means and why it matters
✓ Can write a great outreach message themselves, not just brief someone else to
✓ Comfortable owning the growth story in a weekly conversation with the Founder
✓ Builder mentality — early-stage complexity is exciting, not frustrating
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WHAT YOU WILL BE MEASURED ON
→ Qualified leads (MQLs) generated per month — by city and channel
→ Outbound architect appointments generated — top 200 per city engaged within 90 days
→ Cost per MQL from inbound channels — target: INR 10,000–20,000 per project lead
→ MQL-to-proposal conversion rate — tracked by city and Business Head
→ Architect and designer database quality — 200 enriched contacts per city, across 5 cities
→ Outbound pipeline contribution — % of total qualified pipeline from outbound activity
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WHY JOIN TULIO
This is a rare opportunity to build a growth function at a brand that is genuinely disrupting its category — not chasing VC metrics, but building a real, profitable, design-first business with global ambitions.
→ Direct access to the Founder — this role reports to the top, not into a marketing matrix
→ Full mandate to build the function your way — tools, team, process, playbook
→ A product that speaks for itself — you will never have to apologise for what you’re selling
→ Multi-geography scope from Day 1 — India, UAE, Saudi Arabia, and UK
→ The long game: this role is the foundation for a future CMO hire — or for the right person, it becomes that role
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ROLE DETAILS
📍 Location: Gurgaon, Delhi NCR (on-site ONLY)
🏢 Seniority: Senior Manager to AVP level depending on experience
📊 Reports to: Founder & Managing Director
👥 Team: 4 direct reports from Day 1 (2 in place, 2 to hire)
🏷️ Industry: Premium Home Furnishings | Interior Design | Luxury Consumer
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TO APPLY
Send your CV with a brief note on why this role is right for you to:
📩 sidaarth@tulio.design
📩 varsha@tulio.design
🌐 www.tulio.design
📸 Instagram: @tuliodesign
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Click on Apply to know more.