MakeMyTrip - Customer Lifecycle Marketing Role

About Make My Trip:

MakeMyTrip (MMT) is India's number one online travel company. Since the year of its inception in 2000, MMT has been scaling new heights every day. The ride so far has been like Indian roads - smooth in patches and bumpy in some! Through it all, we have continued moving forward with an eye on the future.

Our focus has always been on delivering value to our customers and employees alike and we truly believe that - Happy Employees Make Happy Customers. It's this belief that makes us continually improve on our - people practices- . Employee feedback sessions are a key feature at MMT. The candid feedback of our employees is instrumental in sharpening our policies and practices and making them even better.

Role Overview:

The role is part of the marketing function at MakeMyTrip and involves end-to-end ownership of MMT's flagship loyalty program, MMTBLACK. In this role, you will be responsible for both strategy and execution of the program roadmap. Your key responsibilities include managing program P&L, driving user acquisition, user engagement, repeat transactions, and overall GMV share of the loyal customer base. You will also lead the strategic marketing initiatives and drive the execution of multi-channel marketing communications across CRM channels. You will also be working closely with multiple stakeholders across category revenue teams, content marketing, product, brand, partnerships, finance, and legal.

Know the Function:

This role is part of the Customer Lifecycle Management function in MMT's Marketing Team. We are the custodians of the customer lifecycle, managing interventions across the customer journey through relevant touchpoints ranging from handholding a newly acquired customer to cross-sell, up-sell, driving repeat bookings, and increasing the lifetime value of the customers. We collectively manage all proactive and retargeting campaigns of the customer base across App notifications, Email, SMS & app/web.

Key Learnings in this role:

- End-to-end ownership of a customer base from defining the strategy to execution

- Stakeholder management and relationship building

- Build understanding of customer segmentation and personalization

- End to End campaign designing, execution, and result reporting

- Exposure to marketing automation and other CLM Tools

- Multitasking & Prioritization

Skills you will bring to the table:

1. Strategic Thinking & Segmentation Approach:

- Strategic Thinking is at the core of this role, which is relevant for all decision-making and discussions with stakeholders, defining customer cohorts, and exploring new ideas.

- Customer Lifecycle Marketing requires understanding the customers and hence, the person will be responsible for translating an understanding of customer insights into effective segmentation for personalized and contextual marketing campaigns.

2. Data Analysis and Reporting:

- Creating actionable insights from available data and effective data reports is imperative for driving unique users, shoppers, orders, and other relevant metrics.

- Building data reports for actively tracking and managing a host of performance metrics related to the loyalty program including but not limited to program P&L, traffic, transactions, reach, and engagement.

- Sharing insights on market and industry and implementing best practices and new ideas.

3. Stakeholder Management & Relationship Building:

- Handling & interacting with multiple stakeholders within and outside the organization would require good interpersonal skills. This role involves interactions with stakeholders across functions like revenue, product, finance, legal, alliances, brand, content as well as external partners for CLM Tools.

- This role functions in close collaboration with other members of the team and hence requires relationship building with team members, being a good team player, and adaptability for modifications in plans based on learnings.

Tools that will be used:

- In-House Communication Platform: ICM/ SmartAdmin

- Email Marketing Tools: Netcore

- Hands-on experience of SQL

- MS Excel / MS Power-Point

What are we looking for in you?

Relevant Experience:

- 2+ years of hands-on working experience in growth marketing and user retention

- Strong Excel & PPT Skills with the ability to learn other analytical tools.

- Must have a grasp of numbers and willing to handle large volumes of data for analysis.

- Quick learner and highly action-oriented with the ability to work in a fast-paced and dynamic environment.

- Prior experience in the e-commerce industry; especially in growth marketing /category management with knowledge of CRM tools is preferred.

Personality:

- High on analytical and problem-solving skills

- Solid communication skills

- Ability to manage/influence multiple stakeholders, good cross-functional skills

- Team player

- Shows end-to-end ownership and can-do attitude

- Strategic thinking