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