Kushal's Retail - Manager - Growth Marketing

Job Description :

As Growth Marketing Manager - Regional Growth you will be a strategic driver for sustainable revenue growth and profitability in the assigned region.

This role blends data-driven marketing with a deep understanding of regional consumer behavior, leveraging performance channels, CRM, and hyperlocal campaigns to maximize ROI.

Responsibilities :

Business Ownership & Revenue Management :

- Own the regional revenue targets - set revenue growth targets, optimize marketing spend, and ensure positive ROI.

- Allocate budgets across channels and campaigns to achieve maximum impact and profitability.

- Track and report on marketing contribution to sales, gross margin, and net profitability.

- Forecast and manage quarterly/annual marketing budgets for the region.

Strategic Planning & Growth :

- Develop region-specific growth roadmaps based on consumer insights, competitive intelligence, and market trends.

- Segment customers using RFM, AOV, CLV, and regional insights to identify high-performing personas.

- Translate persona insights into tailored acquisition, retention, and brand-building strategies that maximize customer lifetime value.

- Integrate digital performance marketing, CRM, and offline activations to drive store footfall and eCommerce sales.

Performance Marketing & CR :

- Manage digital campaigns (Meta, Google, YouTube, etc.) targeted to your region.

- Drive customer acquisition and track campaign ROI across digital + offline.

- Collaborate with the CRM team to launch region-specific SMS, email, and WhatsApp journeys for customer engagement and reactivation.

Full-Funnel Growth & Campaign Optimization :

- Connect top-of-funnel (awareness, traffic) activities to bottom-funnel outcomes (conversion, retention, lifetime value).

- Plan, execute, and optimize campaigns across search, social, display, and programmatic with a focus on conversion and customer acquisition cost efficiency.

- Continuously A/B test ad creatives, targeting, and formats to improve performance metrics.

Reporting & Analysis :

- Monitor and report KPIs such as ROAS, CAC, traffic, conversion, footfall uplift, and campaign ROI.

- Produce detailed regional performance reports with actionable insights and recommendations.

- Use analytics tools (Google Analytics, Ads Manager, CRM dashboards) to track attribution across channels.

Candidate Profile :

- 5+ years of experience in performance marketing or growth roles.

MBA/PGP/PGDM Marketing :

- Prior P&L or budget ownership experience, with a track record of balancing growth, ROI, and profitability.

Technical & Analytical Skills :

- Expertise in customer segmentation, personas, and growth drivers (RFM, AOV, CLV, CAC/ROAS).

- Skilled in attribution modeling, funnel optimization, and campaign experimentation (A/B testing, creative optimization, campaign innovation).

- Strong ability to connect brand-building efforts (top-of-funnel awareness) with business outcomes (conversion, retention, LTV).

- Skilled in developing region-specific growth roadmaps using consumer insights, competitive intelligence, and market trend.

- Adept at budget allocation across channels to maximize ROI and drive sustainable, profitable growth.

Key Skills & Competencies :

- Business Acumen: Proven ability to link marketing decisions to business P&L outcomes.

- Strategic Thinking: Ability to align marketing initiatives with business growth goals and adapt strategies for regional nuances.

- Analytical Mindset: Strong capability in interpreting marketing data, identifying trends, and making data-led decisions.

- Market Knowledge: Understanding of the cultural, economic, and consumer drive.

- Customer-Centricity: Deep understanding of consumer behavior and journey optimization.

KRA/KPIs :

1. Drive profitable revenue growth in the assigned region.

2. Customer Acquisition:

i. New customer acquisition growth rate

ii. Retention/repeat purchase rate

iii. Cost per Acquisition (CAC)

iv. Lead-to-first purchase conversion rate

3. Campaign Performance & Optimization:

i. ROI of campaigns (Revenue vs. Spend)

ii. CTR, CVR, Bounce Rate

iii. Campaign A/B tests executed