DMI Finance - Assistant Vice President - Growth

Job Description:

Job Purpose:

Responsible for driving growth, engagement, and retention of DMI Finance App with focus on driving loyalty program, referral program, and other App initiatives.

Key Accountabilities:

App Growth & Engagement:

- Own and drive DAU, MAU, WAU, stickiness ratio, and overall time spent.

- Reduce uninstall rate and improve Play Store/App Store ratings.

- Build funnels for acquisition activation engagement retention.

- Use growth loops, nudges, and personalization to increase app frequency and repeat usage.

- Analyze cohorts, retention curves, drop-offs, and user behaviour to improve app health.

App Feature Growth:

- Drive adoption of key features: Credit Score tracking, Utility bill payments, EMI payments via app etc.

- Build and optimize feature-level funnels (visit engage repeat use).

- Identify and remove friction points to scale feature penetration.

- Drive awareness and repeat usage through in-app placements, nudges, and notifications.

Loyalty, & Referral Program:

- Own end-to-end loyalty charter: coin accrual, redemption, tiers, rewards, and burn partners.

- Strengthen earning and burn mechanics to increase retention and day-to-day app engagement.

- Build lifecycle journeys that encourage repeat usage, milestone rewards, and habit formation.

- Manage reward catalogue, vendor partnerships, and operational governance.

- Track loyalty penetration, burn rates, redemption %, and category-wise contribution.

- Own and scale the Referral Program: strategize referral incentives, manage referral journeys, optimize fraud controls, and grow organic acquisition through virality loops.

- Drive referral communication, nudges, and in-app placements to increase shareability and conversion.

Gamification & Engagement:

- Conceptualize and launch in-app quizzes, challenges, missions, and milestone benefits.

- Build gamified loops that increase frequency of app usage and create habit formation.

- Develop weekly/monthly engagement calendars to keep users active.

- Experiment with streaks, badges, leaderboards, and rewards-based engagement hooks.

- Monitor performance of gamification features and optimize based on user behaviour data.

Monetization:

- Grow revenue from subscriptions, standalone insurance, cross-sell products, and affiliate services.

- Scale in-app placements, pricing, and promotional strategies to maximize partner conversions.

- Explore new partner categories to expand third-party income streams.

- Track P&L of third-party revenue vertical and optimize performance through experiments and insights.

- Work with Partnerships & Product teams to integrate and enhance monetizable journeys.

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:

- 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