Head - Growth - Gaming/B2C Product/FinTech Industry

Job Description and KPI's: Head Growth

Role Objective: The Head Growth will be responsible for scaling the customer acquisition and retention amongst our Target Audience (Real Money Rummy Players). The Head Growth will be responsible for building the Customer Journey that creates the most exciting, engaging and relevant user experience thus increasing the DAUs and MAUs leading to business growth.

Job Location: Bangalore.

Role and Responsibilities (not limited to the below):

1. Benchmark the current marketing and retention efforts and initiatives with current and upcoming competitors and evaluate the best possible route to achieve the role objectives.

2. Evaluate the current user segmentation structure (marketing and retention) and bucketing and suggest any changes in the segmentation or approach.

3. Conduct a dipstick survey to identify the customer personas, motivations and psychology for choosing Real Money Games over other entertainment sources.

4. Evaluate and analyse historic data and trends in marketing and retention (customer segment-wise) to identify areas of improvement and prepare a roadmap with milestones and timelines to drive identified improvements across existing areas to increase the conversion rate, depositor rate, gameplay, active sessions per user and re-depositors.

5. Evaluate the existing Customer Journey (customer segment-wise) from the first brand interaction to deposit to their current activities/last interaction to optimize the journeys, communications and campaigns based on it.

6. Evaluate the current Marketing Mix and channels (online/offline) to acquire customers and identify newer channels and platforms to scale.

7. Build a strong focused approach to drive customer growth through B2C and B2B strategy and partnerships.

8. Evaluate the past marketing and retention spend and ROI to narrow down which channels can be scaled or requires deep diving and change in approach.

9. Evaluate the Digital Media wise (FB, Google, Instagram, YouTube, Affiliates, Sharechat, Telegram etc) current and future potential to scale user growth basis our TG.

10. Evaluate the historic efforts, trends and returns derived via Direct and BTL channels and identify newer opportunities and partners that can scale growth through these channels.

11. Evaluate our current content/communication strategy and identify areas to improve the approach to build more engaging, relevant and spontaneous communications.

12. Prepare a 2-year Growth Roadmap with a focus on improving the DAUs, MAUs and overall monthly business numbers along with Channel Wise Action Plans to achieve the same.

13. Continuously explore, partner and scale our online and offline presence and user acquisition through Affiliate channels with a focus on ARPU and ROI.

14. Identify new avenues to explore and use to amplify reaching and creating awareness amongst the current and future Target Audiences.

15. Continuously drive research to identify the changing market and consumer trends, gather the expectations of the target audience and identify potential game-changers that can disrupt the market.

16. Identify and strategize to improve the Customer Journey across all touchpoints by using internal/external tools to automate and create personalized user journeys and build engagement.

17. Identify improvement areas in communication and content to drive team in building content with key focus on personalization to improve the engagement and relevance in communications thus increasing CTRs, Open Rates and Take Rates.

18. Identify the strategic partners/vendors that are essential to achieving the plan and build solid long terms relations.

19. Identify the talent requirement that is essential to achieving the plan. Prepare a manpower plan and budgeting to fulfil the current and future business plans.

20. Build and review the hiring process to ensure the quality of hire. (shortlisting, platform wise technical assessments and evaluation criteria)

21. Overlook and guide the various sub-functions within the team to drive the desired results across customer acquisition and retention.

22. Drive the overall performance planning and reviews for the entire team to ensure overall performance achievement.

23. Evaluate the current documentation, processes followed by the team and identify improvement areas and drive course correction wherever required.

24. Implement processes, SOPs and tools wherever missing and drive the team to success.

25. Evaluate the existing capabilities of resources to identify skill gaps and drive capability building initiatives to fulfil the skill gap.

26. Identify future capability requirements of the business and plan for capability building programs for identified resources or plan for hiring external Talent to build capability.

27. Evaluate the product on a regular interval with all stakeholders to identify and fill product gaps and generate new ideas that can help grow market share, improve customer acquisition, retention experience and add business value.

28. Drive and review the team to continuously benchmark with the best practices in growth (scale and retain) followed and implemented by Competitors or leading companies within and outside the industry.

29. Actively contribute and drive product roadmap prioritization strategy based on business and customer impact.

30. Drive the growth roadmap to success by guiding the team to prepare a detailed plan that covers the market need, customer expectations, competition, user personas, UI, UX, automation possibilities, and integrations that are must-haves.

31. Review and drive the achievement of success criteria and metrics for the growth roadmap.

32. Review the Campaigns and Partnerships before go-live to ensure all dependencies, interdependencies along with the right communication are delivered to all stakeholders to ensure no communication gap leading to a negative customer experience.

33. Proactively conduct fortnight team meetings to review progress and drive course correction and ensure the key performance parameters are in check.

KPI's:

1. DAUs

2. MAUs

3. ARPU

4. Average Monthly Game Play Per User

5. Average Monthly Sessions Per User

6. Tournament Fill Rate

Experience:

1. More than 8-10 years of experience with a minimum of last 2-3 years' experience in leading a Gaming/B2C product as a Head Growth or equivalent position

2. Having experience managing Growth (Acquisition and Retention) for a leading Gaming/B2C product that has successfully sustained a heavy daily active user (up to 1 lakh and above) and daily transactions volumes

3. Has prior experience in scaling user acquisition, retention and has successfully delivered exceptional outcomes

4. Has solid contacts with Affiliates and Partners for Branding, Marketing and events

5. Has exceptional knowledge and understanding of various customer lifecycle management

6. Has shown excellent creative approach, disruptive thinking, problem-solving and logical reasoning in previous assignments

7. Has built teams from scratch and successfully delivered business objectives