Demand Creation Lead

Wati is a rapidly growing, venture-backed SaaS company on a mission to empower small and medium businesses to build stronger customer relationships through modern messaging. Our platform provides a complete business messaging solution for sales, marketing, and customer support — enabling businesses to communicate with their customers at scale.

With tens of millions in ARR and a global customer base across Asia and Europe, Wati is at the forefront of transforming how businesses engage with their customers.

Historically, our growth has been powered by paid ads. But the future of demand generation is shifting rapidly. Customers now discover products through AI-powered search, trusted communities, and authentic voices. To stay ahead, Wati is investing in pull-based demand creation — shaping narratives, building communities, and producing content that spreads organically.

This is a unique opportunity to be part of Wati's foundational demand creation team, building the way we show up across content, community, and AI-native discovery. If you thrive on creating, experimenting, and scaling new growth engines from zero, this role is for you.

As the Demand Creation Lead, you will play a pivotal role in shaping how Wati builds awareness, credibility, and inbound demand across India and global markets. This is not about running ads or following an existing playbook — it's about storytelling, experimenting with new channels, and driving conversations where our customers already spend their time.

You'll be both creator and strategist: filming videos, engaging with communities, and optimizing for AI discovery in the early days, while shaping the repeatable demand creation engine that fuels Wati's growth worldwide.

• Create and distribute content: Produce consistent, high-quality short-form and long-form content (TikTok, Reels, YouTube, LinkedIn) that educates, entertains, and inspires SMB audiences.
• Optimize for AI discovery: Experiment with ChatGPT, Perplexity, Claude, and other AI platforms to make Wati's content surface in new search paradigms.
• Engage in communities: Actively participate in and spark conversations across Slack groups, Discord, Reddit, and LinkedIn communities relevant to SMBs.
• Collaborate with influencers: Identify, partner with, and amplify trusted voices and micro-influencers in the SMB SaaS ecosystem.
• Run growth experiments: Treat every campaign as a test, use data to measure what works, and rapidly iterate on messaging, channels, and formats.
• Shape the playbook: Translate early experiments into a repeatable demand creation framework that can scale across India and global markets, including the US.
• Partner globally: Work closely with Wati's global marketing and product teams to align regional narratives with company-wide goals..

Requirements

• Video-first storyteller: Strong on-camera presence and editing skills, with an instinct for trends, memes, and formats that resonate.
• Community builder: Experience engaging in online communities and sparking conversations, not just broadcasting content.
• AI-native marketer: Deep curiosity for how LLMs and AI search are reshaping discovery, with ideas on how to optimize for them.
• Hybrid growth operator: A blend of creativity and data-driven thinking; equally comfortable crafting stories and analyzing results.
• Entrepreneurial mindset: Scrappy, experimental, and resourceful; thrives in ambiguity and treats campaigns like zero-to-one experiments.
• Execution bias: Momentum over perfection; you'd rather ship 10 good pieces of content than wait for 1 flawless masterpiece.
• Exposure to international markets (especially the US) is a valuable plus.

• High ownership, high impact: As one of Wati's foundational demand creation hires, your work will directly shape how the company is perceived in India and worldwide.
• Startup energy, global reach: Join a high-growth SaaS company with proven traction worldwide.
• Competitive compensation and equity: We offer a competitive package, including a meaningful equity stake.