Kushals Retail - Growth Marketing Manager - Regional Growth

Description:

Responsibilities:

1. 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

- 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 & CRM

- 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

- 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

- 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

- MBA/PGP /PGDM Marketing

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

Technical & Analytical Skills

- 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 trends.

- 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 drivers.

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

KRA/KPI

1. Drive profitable revenue growth in the assigned region.

- Regional revenue growth vs. target

- ROI/ROAS

- Regional AOV growth %

- Growth in CLTV (Customer Lifetime Value)

2. Customer Acquisition

- New customer acquisition growth rate

- Retention/repeat purchase rate

- Cost per Acquisition (CAC)

- Lead-to-first purchase conversion rate

3. Campaign Performance & Optimization

- ROI of campaigns (Revenue vs Spend)

- CTR, CVR, Bounce Rate

- Campaign A/B tests executed