Senior Associate

3 weeks ago

Gurugram, India Urban Company Full time

What will you do?

Are you prepared to be at the forefront of a dynamic business unit's evolution? As a Senior Marketing Associate (CRM) at Urban Company, you'll assume a central role in sculpting and implementing the Customer Lifecycle Management (CLM) strategy for the UC app. Your contributions will be instrumental in fostering user retention and fueling growth, thereby enhancing the overall business value across all UC categories.

Here's a glimpse of your responsibilities:

User Resurrection - Dormant User Re-Engagement:

  • Employ targeted communication strategies to re-engage dormant users, leveraging discounts and offers to rekindle their consideration for UC
  • Tailor re-engagement efforts based on individual app behaviour, transaction history, and purchase likelihood, ensuring personalised and relevant outreach
  • Execute custom campaigns aimed at key user cohorts and audience segments, nurturing relationships and driving reactivation

Preventing User Churn - Implement Proactive Retention Measures:

  • Deploy targeted messaging and periodic touchpoints to proactively engage users and deter churn
  • Gather and analyse user feedback to pinpoint and alleviate pain points in the user experience, delivering hyper-relevant communication within campaigns
  • Harness predictive analytics to identify and preempt churn risk, enabling swift intervention and retention strategies

Promoting Cross-Selling - Foster New Category Adoption:

  • Design and execute cross-selling campaigns to encourage users to explore other categories
  • Utilise rich user data to deliver personalised recommendations and optimise touchpoint frequency based on user response.
  • Collaborate closely with the data analytics team to identify cross-selling opportunities rooted in user app behaviour.

Driving First-Time Purchases - Initiating User Action:

  • Develop and implement user touchpoint strategies to guide users towards their inaugural interaction with the UC app.
  • Collaborate cross-functionally to streamline user journeys and uncover conversion-driving opportunities.
  • Utilise data analytics to pinpoint high-potential user segments requiring a nudge to transact
  • Establish effective communication flows for categories with longer consideration cycles

Encouraging Up-Selling - Maximising Value Growth:

  • Craft targeted up-selling campaigns aimed at maximising user lifetime value across diverse product categories.
  • Personalise recommendations and collaborate with brand teams to curate compelling offers tailored to high-potential users.


On a typical day, the incumbent responsible for driving the aforementioned objectives would engage in the following tasks/processes:

  • Crafting Comprehensive User Journeys: Develop and implement user touchpoint journeys on Clevertap, utilising a mix of push notifications, WhatsApp messages, emails, chatbots, and SMS to effectively engage users at various stages
  • Data-Driven Planning: Strategize weekly/monthly outputs by analysing past trends and aligning with current business goals, ensuring that each touchpoint contributes meaningfully to user engagement and conversion
  • Budgeting and Reporting: Plan periodic discounting budgets and establish reporting formats for various stakeholders
  • Collaborative Analytics: Partner with the analytics team to establish user cohorts based on advanced purchase probability modelling, leveraging insights to optimise targeting and messaging
  • Synergistic Brand Collaboration: Work closely with brand teams to develop impactful communication materials tailored for user journeys, ensuring brand consistency and resonance across touchpoints
  • Product Integration and Optimization: Collaborate with the product team to seamlessly deploy CRM tool updates, safeguarding the integrity of user event flows and ensuring timely app element updates
  • Continuous Improvement through Testing: Conduct A/B tests and analyse campaign output to refine and optimise customer lifecycle management practices
  • User-Centric Immersions: Design and execute user immersions and surveys to gain deep insights into user pain points, enabling the customization of campaign approach and communication




Who should apply?

  • You are organised, meticulous, a top-notch communicator and rely on your analytical bent of mind to solve day to day problems
  • You get energy from talking to customers, empathising with them, and truly understanding their problem
  • You don’t assume you know the answer, you ground everything in data and voice of customers
  • You think bold and big, you think of the long term answer, no short term hacks
  • You care deeply about your product, giving your stamp on anything, you have a high bar on everything you touch
  • Go-getter attitude and willingness to be hands-on
  • Strong ability to communicate and work collaboratively with others
  • Previous experience in any user growth/retention function is a plus
  • Previous experience with SQL/Python is an added bonus


What can you expect?

  • A phenomenal work environment, with huge ownership and growth opportunities
  • Massive, and direct impact of the work you do on lives of people
  • A high performance, high velocity environment at the cutting edge of growth
  • Rubbing shoulders with some of the smartest folks in the ecosystem
  • A culture of ‘doers’ and not one of ‘approvals’
  • Strong ownership expectation and freedom to fail

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