Manager/Sr. Manager- Growth

Job Summary:

Responsible for defining and driving strategic, operational, and organizational initiatives that will accelerate growth across the customer lifecycle with a key focus on retention, Up-Sell/X-Sell, marketing funnel and acquisition costs

Principal Accountabilities:

Growth Marketing Strategy & Execution

1. Develop and execute comprehensive product marketing strategies to drive X-Sell/Up-Sell of various financial products.
2. Collaborate with the Brand team to create persuasive and impactful marketing campaigns that align with the company's brand positioning and objectives.
3. Craft clear and compelling product messaging and positioning for the products/services, ensuring consistent and effective communication across all marketing channels.
4. Utilize market research and customer insights to identify target audience needs, preferences, and trends, and incorporate them into marketing strategies.
5. Leverage digital marketing channels, social media, and other platforms to enhance brand visibility, engage the target audience, and drive higher customer acquisition.
6. Key aspects of the role include identifying growth opportunities, working with stakeholders across the company, developing compelling, data-driven insights, recommendations, and operationalizing execution plans. The role requires managing by influence, working with ambiguity, and driving measurable change.

Monetization & P&L Management

1. Accountable for P&L as a part of the Annual Operating Plan for few categories.
2. Identify levers / initiatives to grow the category within the target P&L
3. Manage the marketing budget across channels and ensure blended CAC is within the target range.
4. Drive retention strategies & drive higher DAU, MAU & reduce Churn.

Customer Lifecycle Management

1. Maximizing the customer lifetime value by managing the lifecycle & increasing retention
2. Increase the X-Sell ratio for both the Credit & Fee products.
3. Monitor funnel metrics (CTR, Reach & Conversion rate) and implement growth hacks through optimizing user experience, content, messaging, and communication optimization to reduce leakages in the funnel.

End to End Campaign Management

1. Understand marketing and consumer behavior, experience in deploying successful marketing campaigns and take ownership of implementation, tracking and analytics.
2. Work on the integration of the journeys with the campaign platform
3. Campaign Development & Deployment of Simple, Medium, Complex, Multi-wave, Cross Channel, Real-time Personalized marketing communications & customer life cycle campaigns across multiple channels using campaign tools (WebEngage)
4. Deep understanding of consumer cohorts, personas, and the entire customer journey on the APP/Web

Design of Experiment based Campaigns & Tracking

1. Solve 3 three problems of Growth Marketing- Whom to target (Propensity), How to target (Channel) and when (Time) to target for optimizing the CAC for the business.
2. Develop the channel mix, testing strategy, plan creative concepts, themes, and price promotions for each campaign by collaborating with internal teams.
3. Manage & optimize campaigns to deliver maximum ROI.
4. Monitor and analyze key performance indicators (KPIs) to measure the effectiveness of marketing initiatives and optimize strategies for maximum impact.

Stakeholder Management

Interacting with cross functional teams such as Brand, Tech, Product, Credit, Communication & Customer Success to drive the Growth agenda & ensuring correct implementation of all the growth hacks.

Lead discussions with external stakeholders/ channel partners during engagement calls

Qualifications:

2-4 years of post-MBA or 4-6 years of post UG work experience across Management Consulting (or) Consumer strategy / Online Consumer Business (Fintech) or a bank/NBFC/ Category Management / Consumer facing Product in Consumer tech companies

1. Knowledge of tools- WebEngage, MoEngage, Clevertap, Adobe, Google Analytics, AppsFlyer, Branch etc.

Work Experience:

1. First-principles thinking building hypotheses of factors influencing target metric, learnings from past successful/ failed experiments and designing new solutions.
2. Should have a P&L thought process, trade-offs that need to be made and impact of various decision on different line items of the P&L
3. Strong experience in Growth Hacking, Customer Lifecycle Management & Digital Marketing Campaigns
4. Knowledge of Campaign process end-to-end and frontend analytics
5. Ability to effectively communicate across stakeholders across functions and positions.
6. Strong Analytical Skills & business acumen
7. Skills: SQL , Advanced Excel including Pivot Tables , R/Python is good to have.
8. Information Security expectation: (Please select one of them)

• (User level / Supervisory level/ Managerial level/ Governance level) - User level