AVP- Growth - Consumer Finance

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