AVP- Growth

JOB PURPOSEResponsible for driving growth of lending business (disbursals, conversion rate, etc. ), APP growth- Installs, MAU, customer retention, Up-Sell/X-Sell of products, with a key focus on funnel management, acquisition costs, and PnL of the business.PRINCIPAL ACCOUNTABILITIESGrowth Marketing Strategy & Execution- Develop and execute comprehensive product marketing strategies to drive X-Sell/Up-Sell of various financial products.- Collaborate with the Brand team to create persuasive and impactful marketing campaigns that align with the company's brand positioning and objectives.- Craft clear and compelling product messaging and positioning for the products/services, ensuring consistent and effective communication across all marketing channels.- Leverage digital marketing channels, social media, and other platforms to enhance brand visibility, engage the target audience, and drive higher customer acquisition.- 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- Accountable for P&L as a part of the Annual Operating Plan for few categories.- Identify levers / initiatives to grow the category within the target P&L- Manage the marketing budget across channels and ensure blended CAC is within the target range.- Drive retention strategies & drive higher DAU, MAU & reduce Churn.Customer Lifecycle Management- Maximizing the customer lifetime value by managing the lifecycle & increasing retention- Increase the X-Sell ratio for both the Credit & Fee products.- 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.Loyalty, Referral Program & Monetization:- Design, manage, and optimize the app’s loyalty program to increase user retention and repeat usage.- Develop and execute an effective referral program to drive organic acquisition and user advocacy.- Track and analyse user behaviour to enhance reward mechanisms, gamification elements, and incentives.- Collaborate with analytics and product teams to continuously refine loyalty and referral strategies based on performance.- Drive monetization on APP through the sale of third-party products like insurance, fixed deposits, lead generation models, affiliate marketing, etc.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 trendsQualifications- 7-8 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