Lead - Performance Marketing - Travel/Aviation

Job Position Summary

The Performance Marketer will be responsible to drive the definition and execution of new world-class ecommerce capabilities. This role will bring in and manage best-in-class Digital Marketing capabilities and Marketing automation tools and/or performance marketing platforms. Key focus will be Planning and Deploying on-site and on-app scenarios using Marketing automation tools within and outside the brand website and mobile application. Primary objective would be to increase direct and owned channel contribution by improving conversion ratios, reduce drop-offs, bring-back campaigns but not limited to this alone.

Key responsibilities

1. Responsible for planning and executing customer journeys on Marketing automation tools and platforms within and outside the owned platforms.

2. Own the user activation, engagement, retention and churn management and reactivation funnels for the brand

3. Setup & supervise the end-to-end user lifecycle journeys through various Engagement, CRM and Retention strategies for the brand

4. Collaborate with the performance and brand teams to deliver seamless experience and consistent messaging across channels

5. Collaborate with the Business & Revenue teams to deliver revenue goals for the organization

6. Own and build cross-sell and upsell revenue steams

7. Using user data & market research, user feedback, user usage and competitive analysis to identify new campaign opportunities and enhancements.

8. Be up to speed with the market trends, competitor strategies and global best practices.

9. Own Customer Retention and Repeat KPIs. Design and execute First Purchase/ 1st to 2nd Purchase engagement campaigns

10. Work with the Product team to define the features required for increasing growth and retention

11. Design and Implement CLVs for various segments of customers

12. Continuously experiment and run A/B Testing on campaigns, messaging and targeting to improve ROI.

13. Gathering insights into campaigns and consumer behavior and implementing the learnings

14. Share recommendations and suggestions pertaining to user flow and product, platform and pricing (offers) enhancements and support the same with data/analytics.

15. Support the Product and the IT team to get the product developed as per business requirements (not limited to marketing automation alone)

16. Develop and drive web/mobile experiences that result in significant and measurable improvements in understanding, conversion and revenue.

17. Support business and product teams in evaluation of product and services including designing of new initiatives to drive customer engagement, incremental revenue and customer experience

18. Define a seamless communication and reporting process to update various stakeholders on project plans, status and results with clear stats and analysis

19. Analyse business problem and define technical solution to the problem in consultation with the business and technology team

20. Provide insight and contribute to continuous process improvement.

Desired Qualification / certifications :

- Masters / PG degree. Courses in Digital Marketing, Analytics and performance marketing will be preferred.

Preferred relevant work experience

- Relevant experience with CRM, Retention marketing or User Engagement with 2-3 years of experience managing and leading a CRM team along with Digital Marketing with ecommerce operational discipline.

- Prior experience in Performance Marketing tools Preferred. Either with previous employer or from an agency. Understanding of CRM and analytics tools Google Analytics, Mixpanel or similar.

- Must have managed digital marketing media spends over $100,000 (Minimum).

- Deep familiarity the ability to plan and execute paid marketing campaigns with Google, FaceBook (Meta) and other Metasearch partners - Directly and Indirectly. Good analytics skills to understand and optimize the user experience and loyalty for the brand

- Experience in evaluation of digital products /solutions and build business cases with recommendations

- Experience and Knowledge of power-analytics tools not limited to Google 360 or similar.

- Knowledge of product management in the digital space (Whatsapp, SMS and eMail marketing along with an understanding of web, mobile/app, CRM, marketing automation, CMS, eCommerce solutions).

- Developing customer life cycle and purchase pattern / roadmaps

Skills and knowledge

- Strong communication skills and ability to collaborate to business users as well as developers.

- Ability to thrive in a fast paced, ambiguous environment with a strong action bias

- High analytical ability & process orientation

Position reports to Head of eCommerce.