Head - Growth

Description:

Key Responsibilities:

Growth Strategy & Execution:

- Lead the growth strategy for the Mobile App in India.

- Own KPIs across acquisition, activation, retention, referral, and revenue (AARRR).

- Develop and execute multi-channel campaigns (Google, Meta, influencer, CRM, ASO) to drive app installs and conversions.

Customer Acquisition & Engagement:

- Scale new user acquisition through paid media, partnerships, and app store optimization.

- Lead relationship with Performance marketing Agency to deliver on core KPIs

- Design and implement gamified and loyalty-driven engagement strategies.

- Drive App awareness & Consideration to build Organic growth for App

- Leverage influencer marketing by collaborating with Brands Social team to drive acquisition

Retention & Monetization:

- Reduce uninstall rates and increase repeat order frequency.

- Optimize lifecycle marketing via push notifications, email, SMS, and WhatsApp.

- Lead relationship with CLM agency partners to deliver to core KPIs

- Drive upsell/cross-sell strategies and increase customer lifetime value.

Customer Experience (CX):

- Monitor and improve CX metrics and app store ratings through proactive CX interventions.

- Partner with Ops, CX teams to resolve pain points and close the feedback loop.

- Drive personalization and contextual experiences based on user behaviour and preferences.

Merchandising & Design Leadership:

- Lead digital merchandising strategy to optimize product placement, pricing visibility, and promotional storytelling within the app.

- Oversee creative direction and design execution for banners, landing pages, and in-app campaigns.

- Ensure brand consistency and visual excellence across all app touchpoints.

- Collaborate with design, content, and category teams to align merchandising with growth goals and seasonal campaigns.

Data & Analytics:

- Build dashboards to monitor growth metrics and campaign ROI.

- Conduct A/B testing and cohort analysis to inform decisions.

- Use insights to iterate and scale successful growth experiments.

Qualifications & Experience:

- 10+ years of experience in digital growth, performance marketing, or product-led growth, in food tech or consumer internet

- Proven success in scaling B2C apps in India with high transaction volumes.

- Expertise in growth, user segmentation, A/B testing & digital marketing platforms

- Strong understanding of digital merchandising and creative strategy.

- Deep grasp of Indian consumer behavior, regional nuances, and Gen Z engagement.

- Proficiency in digital marketing tools (Google Ads, Meta, Braze, MoEngage).

- Experience with martech (GA4, Branch, Braze or equivalent) and marketing automation.

- Excellent leadership, analytical, and stakeholder management skills.

- Basic understanding of SQL

- MBA or equivalent preferred.