Growth Manager

Job Description

About the Digital Business Unit at IndusInd:

Digital Business is a newly set up Unit at IndusInd Bank which is aiming to revolutionize banking. It aims to:

Build customer centric products with human centered design principles for retail Individual and micro, small and medium enterprise (MSME) customer segments

Build innovative products and propositions backed with problem solving mindset to discover and solve latent needs of customers

Build Embedded Finance (Banking as a Service) applications

Ensure designs are highly available, highly modular, highly scalable and highly secure

Drive digital business

Some of the applications managed by the Digital Business Unit include INDIE (bank's mobile app for retail individual clients), Indusnet (netbanking application of the bank), IndusMerchantSolutions app, Whatsapp Banking, Chatbots, easycredit for Individuals, easycredit for Business Owners, savings, current account and fixed deposit online platforms. There are many more innovative digital products and solutions in pipeline

The unit's objectives are three fold

(a) Drive better customer experience and engagement

(b) Transform existing lines of businesses and

(c) Build new digital only or banking as a service led digital business models

About the Role:

As a Growth Manager for mobile app, you will be responsible to drive the adoption & engagement for the app across customer segments. An important part of the Digital Banking team, this individual will be responsible for crafting and executing the strategy around new customer acquisition, driving customer value (cross-sell, win-back and transaction intensity).

In this role, you will shape the Digital Business of the bank by coordinating with cross-functional teams e.g. digital marketing, tech solutions, product etc.

Job Responsibilities:

Customer Engagement:

Work on initiatives/levers to increase the traffic on bank's channels (mobile/net) with an objective to increase conversion from target bases new and drive adoption among the new/existing consumers.

Analyse user journeys to identify improvement areas to increase visitors and conversions on our platform(s)

Work closely with Bank's product, analytics and digital marketing team for designing targeted campaigns basis customer persona and targeted digital outreach respectively.

Use data analytics, and segmentation to make targeted marketing strategies. Conduct A/B testing to validate hypothesis and optimize user journeys

Own end to end measurement framework for growth experiments, ensuring data accuracy and impact assessment. Build dashboards and reports to track KPIs, campaign performance and growth experiments

Work with BI/analytics tools (SQL, excel, power BI) to extract, clean and interpret large data sets.

Product Enhancement

Be the voice- of customer in shaping the new set of features/products that the bank should launch

Work closely with Marketing team to create awareness and engagement campaigns and should have a strong view on customer needs

Increase adoption of new products among the existing consumers through cross-sell and upsell initiatives

Co-create new and optimise existing cross-sell and upsell user journeys with Digital Product Managers

Collaborate with the Bank's Campaigns, Analytics and Overall Portfolio teams to drive efforts on driving conversion funnel

Key Skill Set Requirements:

2-6 years of relevant experience in growth/product marketing for a digital business/apps

Customer centric mindset and eye for detail is a must

Prior experience of working on campaign management tools such as Moengage, Clevertap, Google Analytics, Adobe etc and marketing tools like Firebase, Appsflyer required

Hands on experience with data extracting and interpretation tools like SQL, Power BI

Prior experience of executing D2C campaigns and content strategy

Experience in managing digital portfolio for a bank/fintech/NBFC is a plus