About SI
We are Asia’s premier sports-focused data, technology, and content solutions provider, with over two decades
of excellence in delivering innovative fan engagement solutions to 250+ global clients. At the heart of the
sporting ecosystem, Sportz Interactive creates immersive experiences for fans through a comprehensive suite
of services — data APIs, cutting-edge websites, interactive mobile apps, gamification platforms, original
content, and high-quality video production.
Fuelled by a passionate team of 600+ professionals, Sportz Interactive is a profitable, 100+ crore revenue
company. With several vectors for growth, we are expanding into new sports and new geographies — building
on a strong foundation in India with inroads into Europe — and introducing innovative offerings such as
advanced video-tech and personalised fan engagement solutions. From the Olympics to partnerships with ICC,
BCCI, Google, Amazon, UEFA, NBA, Star Sports, Ferrari, Mercedes and Formula 1, we deliver world-class
solutions that transform how fans connect with their favourite sports.
About the role
FanOS is our modular, multi-tenant, sport-agnostic B2B SaaS platform, sold to enterprise clients — sports
organisations, broadcasters, and rights holders — across five product verticals. We are looking for a Lead to
build the Product-Led Growth and Product Marketing function for FanOS from the ground up.
This is a 0→1 build, not a seat in an existing engine. You will own how FanOS is positioned, how it is
discovered, and how qualified demand is generated and converted — combining product storytelling, a productled sales motion, and disciplined funnel ownership. The motion is enterprise land-and-expand: you will define
what a genuinely qualified lead looks like off real product engagement, and feed sales a steady, defensible
pipeline — not relabelled marketing leads.
This is a strategic, function-building role. It is not a website-conversion or self-serve freemium role, and it is
not campaign execution under an inherited playbook.
What this role demands (non-negotiable)
These five competencies are the bar for the seat. They are assessed as pass/fail.
1. Product-led sales motion, enterprise-grade
• Design and own a land-and-expand motion for enterprise B2B buyers — sports organisations,
broadcasters, rights holders.
• Define PQLs from genuine product usage and configuration depth, and hand sales leads that are qualified
in substance — not MQLs relabelled as PQLs.
• Build upsell and cross-sell as modular expansion across the FanOS verticals (Surface, Play, Media,
Intelligence & Insights, PLG/Data).
2. 0→1 function builder
• Stand up the PLG/PMM function from scratch: positioning framework, funnel architecture, PQL / CSF /
demo definitions, the expansion motion, and the brand narrative.
• You set the system others execute against — you do not inherit one.
3. Multi-tenant, sport-agnostic positioning
• Hold a single, configurable platform narrative that flexes across sports, tenants, and all five verticals.
• Build marketing material as a configurable system — catalogues, demos, digital repositories, brand assets
— rather than bespoke, per-client deliverables.
• Hold the product-company story distinct from a services / agency framing.
4. Own the acquisition engine end to end
• Build top-of-funnel as a compounding, owned system: SEO / ASO / GEO for durable organic discovery
(including visibility in AI/LLM-driven search), and paid + organic across LinkedIn, Google, and social.
• Build offline events and webinars as lead-generation channels.
• Own the strategy and channel mix; delegate or hire execution beneath the Lead. Acquisition is building
compounding channels, not buying traffic.
5. Funnel ownership with attribution rigor
• Own the qualified-lead funnel end to end — CSFs, demos, PQLs feeding sales daily.
• Defend the numbers under pressure: PQL→SQL→won conversion and channel attribution, argued with
counterfactual logic rather than process narration.
What you’ll own (held to the bar above)
• Positioning & brand — FanOS website and offline positioning, brand strategy, and the product narrative.
• Marketing material system — catalogues, demos, digital repositories, brand kit, configurable across
products.
• Acquisition — SEO / ASO / GEO, paid + organic (LinkedIn / Google / social); own strategy, orchestrate
execution.
• Offline demand — events and webinars as lead channels.
• Expansion — upsell and cross-sell across verticals, online and offline.
• Measurement — funnel dashboards and attribution across CSFs → demos → PQLs → SQLs → won.
Background & experience
• 7+ years in Product Marketing / Product Growth / PLG within B2B SaaS, ideally platform or multi-product.
• Demonstrated 0→1: has built a growth or PMM function, motion, or category position from scratch — not
only scaled an existing one.
• Proven ownership of an enterprise product-led sales / land-and-expand motion, with real upsell and crosssell results.
• Owns acquisition as a system — SEO / ASO / GEO and paid + organic — with a view on durable,
compounding channels.
• Strong attribution discipline: can defend headline metrics with counterfactual logic.
• Comfortable positioning a configurable, multi-tenant platform across multiple buyer types.
Tools
• Analytics: GA4, Mixpanel, Amplitude; SQL for cohort and funnel analysis.
• SEO / discovery: Ahrefs, SEMrush, Google Search Console; awareness of GEO / AI-search visibility.
• Experimentation: VWO, Optimizely or similar for funnel and landing-page testing.
• CMS: Webflow / WordPress or similar; basic HTML/CSS a plus.
The “Edge” — what makes you stand out
You have built a product-led growth engine before — combining positioning, a product-led sales motion, owned
acquisition, and disciplined funnel attribution — and can point to a function you stood up rather than a playbook
you ran. You reframe PLG toward enterprise land-and-expand instinctively, and you can carry a single product
story across many sports and tenants without it collapsing into bespoke work.