AVP- Growth

JOB PURPOSE

Responsible 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 ACCOUNTABILITIES

Growth 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 trends

Qualifications

• 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