Senior Manager - App Growth, Engagement & Monetization

JOB PURPOSE:

To lead and execute strategies for App user acquisition, retention, engagement, and monetization. The role is responsible for driving measurable growth in new and returning installs, optimizing user engagement metrics, and managing the loyalty and monetization programs, including partnerships for third-party products such as insurance and financial services.

PRINCIPAL ACCOUNTABILITIES

APP Growth & Engagement:

• Develop & implement marketing strategies (organic, CRM, CLM) for driving new & returning app installs through performance-driven initiatives
• Drive growth of DAU, MAU, sessions/user, aver session time through targeted campaigns via Push Notifications, SMS, Whatsapp, & RCS
• Manage the end-to-end customer lifecycle from acquisition to engagement to loyalty & referral through CLM journeys & targeted campaigns
• Implement effective re-engagement campaigns for activating dormant & at-risk users
• Implement effective churn prediction models and proactive retention initiatives
  Analyse uninstall trends and implement retention strategies to drive net app installs.

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

Educational Qualifications:

• 5-7 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