Growth Manager
3 months ago
About the role
As a Growth Manager for digital products (Assets), you will be responsible to manage and grow the digital portfolio for product sales (e.g., Credit Cards, Personal Loans etc.) An important part of the Digital Banking team, this individual will be responsible for crafting and executing the strategy around digital customer acquisition (entire funnel management from lead to conversion) and portfolio management of the acquired customers. As a part of this role, you will scale up the assets digital business and will be closely working with various cross-functional team’s i.e. Digital Marketing, Product, SDG, Analytics etc.
Job Description
A. Drive Customer Acquisition o Work on initiatives/levers to increase the traffic on bank’s digital platforms with the objective to source quality leads from new prospects/target bases. o Run cross sell campaigns to drive product adoption amongst existing customers of the bank o Closely work with Marketing team to optimize the sourcing channel mix to get the conversions at lowest cost o Close funnel monitoring and drop off campaigns across channels – Email/SMS/WhatsApp/MPNs to improve lead to conversion ratio o Define and manage campaign construct, key business events for campaign targeting and retargeting. Track campaign wise conversions across segments & campaigns modes (campaign analysis, AB testing, funnel optimisation). Develop A/B and multivariate tests to fine-tune flows, segments, and customer communication templates and targeted campaigns basis customer persona. o Work closely with call centre team and drive various outbound and inbound calling campaigns to drive maximum conversions o Analyse user behaviour (heat map / click stream data / drop off data) and key business problems to identify customer pain points/opportunities and accordingly get the same implemented with product o Daily funnel tracking to drive the conversions and cross functional coordination with relevant teams – credit, ops etc. for faster disposal of cases within TATs. o Work closely with marketing team to create awareness and engagement campaign. Close coordination with content to rollout campaign creative in line with the product USPs o Work with SEO team closely to increase the organic share of business. Closely involve in SEO and content creation activities – blog publish, website content, meta updates etc. B. Digital Portfolio Management o Track, measure and improve key post acquisition business metrics – card activation, drive spends, portfolio delinquency, loan bounces, fee income, cross sell etc. o Ensure timely internal and external reporting on the key business metrics & portfolio movement on a pre-defined cadence
Education and Work Experience Requirements:
EDUCATION MBA/PGDM from Tier 1/Tier 2 B school
WORK EXPERIENCE
- 4-6 years of post MBA experience in growth role. 2-3 years of experience in managing digital acquisitions for a bank/fintech/NBFC would be a bonus
- Data driven approach to campaign execution and portfolio management
- Prior experience in driving D2C user acquisition campaigns/funnel management/portfolio handling for digital businesses/apps
- Prior experience of working on campaign management tools such as MoEngage, Clevertap, Google Analytics, Adobe etc
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