Position Title: Chief Manager - Performance & E-CLM

Function: Commercial

Location: Gurugram

Reports to: Head - Growth Marketing

Role Level: CXO-3

Job Purpose:

- The role requires the individual to deliver revenue growth at pre-defined ROAS levels to ensure alignment with overall profitability aspirations

- This role will be responsible for driving growth and revenue through performance marketing channels like Search Engine Marketing, Travel Meta Channels like SkyScanner, Social Channels - Meta/Instagram, Google Display Channels - Discover/ GDN/ Youtube,

- The role requires managing budgets and mentoring performance marketing team, collaborating with other stakeholders such as Revenue Management/E-commerce/Digital & Technology.

Key Accountabilities:

Develop and execute performance marketing strategies:

- This includes developing and implementing strategies to drive growth and increase revenue through various performance marketing channels such as paid search, display advertising, social media advertising, app install campaigns & affiliate marketing. Lead and own the overall CLM program & drive retention agenda.

Overall E-comm Revenue Delivery at a defined ROAS:

- The incumbent will be responsible in driving achievement of overall e-commerce revenue targets at pre-defined Return on Ad Spends (ROAS)

- Manage media campaigns across channels and drive specific activities including Paid Search & Display channels like - GDN, Discovery, Youtube.

- Managing media campaigns on social channels like FB (Meta) /Instagram to meet the overall revenue objectives.

- Coordinate with marketing agency and advertising partners for driving business outcomes

- Relentlessly test new segments, strategies and messaging as well as working with the D&T team to coordinate tests for on-site optimizations.

- Executing and optimizing direct response campaigns through keyword footprint, bidding, experience testing, and targeting.

- Experience with running A/B split tests, calculating significance, tracking results, summarizing findings, and iterating into new ideas.

Budget management:

- To be responsible for managing budgets to ensure maximum ROI.

- This includes setting budgets for campaigns, tracking spends, and making adjustments as needed to optimize performance.

- The incumbent will also be responsible for developing annual operating plans for the entire performance marketing vertical

- The role requires the incumbent to prepare detailed budget analysis and presentation for the consumption of senior management.

Ramping Up App Contribution:

- Driving up contribution of App towards the overall revenue and transaction through app install and app engagement campaigns.

- Managing app install campaigns - by employing various channels like Google Search, FB and app affiliates.

- Building an ecosystem of affiliate partners - for driving web transactions and increasing app installs

- Developing a robust methodology to detect frauds and prevent pay-outs on fraudulently attributed transactions and app installs.

- Analysing performance data and provide relevant insights and action plans around keywords, landing pages, ad copy, audiences, bidding algorithms, competition and more

Building Travel Meta Channels:

- Developing travel meta channels such as SkyScanner, Kayak etc as a steady source of revenue for the organization

- Working closely with travel meta teams to ensure month on month growth of revenue at reducing cost per acquisition.

Skills/Qualities Required:

- Expertise in customer lifecycle management, digital marketing, and CRM strategies

- Strong analytical skills, with proficiency in using marketing analytics tools and customer data platforms

- Excellent leadership and communication skills, capable of managing cross-functional teams and projects

- Strategic thinking and problem-solving abilities, with a focus on delivering measurable business results

- Foster a culture of continuous improvement and innovation within the team to keep pace with industry trends and technologies

- Lead and mentor a team of analysts and marketing specialists focused on E-CLM.

Key Interfaces:

Internal Interfaces:

Marketing:

Regular interaction with marketing teams to ensure that campaigns are data-driven and results-oriented

E-com:

Executing campaigns in sync with business priorities

D&T:

Working with D&T team to execute conversion rate improvement tasks

Educational and Experience Requirements:

Minimum Education requirements:

Masters/MBA/PGDM/PGP/PG degree, preferably in Marketing or Sales

Experience:

- 8+ years, experience in marketing with a significant focus on performance marketing and analytics

- Strong experience in accelerating customer acquisition including channels like Google, Meta and Snapchat

- Knowledge of performance marketing channels to optimize and lower cost of customer acquisition