DMI Finance

Job Description:Job Purpose:Responsible for driving growth, engagement, and retention of DMI Finance App with focus on driving loyalty program, referral program, and other App initiatives.Key Accountabilities:App Growth & Engagement:- Own and drive DAU, MAU, WAU, stickiness ratio, and overall time spent.- Reduce uninstall rate and improve Play Store/App Store ratings.- Build funnels for acquisition activation engagement retention.- Use growth loops, nudges, and personalization to increase app frequency and repeat usage.- Analyze cohorts, retention curves, drop-offs, and user behaviour to improve app health.App Feature Growth:- Drive adoption of key features: Credit Score tracking, Utility bill payments, EMI payments via app etc. - Build and optimize feature-level funnels (visit engage repeat use).- Identify and remove friction points to scale feature penetration.- Drive awareness and repeat usage through in-app placements, nudges, and notifications.Loyalty, & Referral Program:- Own end-to-end loyalty charter: coin accrual, redemption, tiers, rewards, and burn partners.- Strengthen earning and burn mechanics to increase retention and day-to-day app engagement.- Build lifecycle journeys that encourage repeat usage, milestone rewards, and habit formation.- Manage reward catalogue, vendor partnerships, and operational governance.- Track loyalty penetration, burn rates, redemption %, and category-wise contribution.- Own and scale the Referral Program: strategize referral incentives, manage referral journeys, optimize fraud controls, and grow organic acquisition through virality loops.- Drive referral communication, nudges, and in-app placements to increase shareability and conversion.Gamification & Engagement:- Conceptualize and launch in-app quizzes, challenges, missions, and milestone benefits.- Build gamified loops that increase frequency of app usage and create habit formation.- Develop weekly/monthly engagement calendars to keep users active.- Experiment with streaks, badges, leaderboards, and rewards-based engagement hooks.- Monitor performance of gamification features and optimize based on user behaviour data.Monetization:- Grow revenue from subscriptions, standalone insurance, cross-sell products, and affiliate services.- Scale in-app placements, pricing, and promotional strategies to maximize partner conversions.- Explore new partner categories to expand third-party income streams.- Track P&L of third-party revenue vertical and optimize performance through experiments and insights.- Work with Partnerships & Product teams to integrate and enhance monetizable journeys.Analytics & Reporting:- Use tools like Webengage, firebase, playstore or equivalent for performance tracking and insights.- Generate actionable insights from user data to inform future growth and engagement strategies.- Present detailed reports on KPIs, campaign effectiveness, and strategic recommendations to senior leadership.- Conduct A/B testing to optimize user journeys and conversion funnels- Leverage data analytics for customer segmentation and personalized user experiences- Creative comprehensive dashboards with the help of analytics team to measure all app growth, activation, and reactivation 5-7 years of post-MBA experience in a digital tech company working in digital growth, app marketing, or product growth role- Must have knowledge of the following tools- WebEngage/ MoEngage/Clevertap, Adobe/Google Analytics, Google Playstore/Firebase etc., SQL, Tableau etc. Work Experience:- Strong experience in Growth Hacking, Customer Lifecycle Management & Digital Marketing Campaigns- Knowledge of end-to-end campaign management on CDP tools like webengage & performance management - Experience in running loyalty & referral programs along with its P&L management- Ability to effectively communicate across stakeholders across functions and positions- Strong Analytical Skills & business acumen (ref:iimjobs.com)