Senior Category Manager - Clinics
Bengaluru (on-site)
FULLTIME
Key Responsibilities:
1. New Customer Acquisition:
- Partner with the Digital Marketing team to acquire new pet parents into clinics through the right targeting, creative, and budget allocation across ad platforms.
- Work with the Retention team and Supertails' online/e-commerce growth teams to convert existing customers (pharmacy, online vet) into their first clinic visit.
2. Repeat & Retention:
- Build repeat and lapser strategies to drive retention.
- Partner with the Retention team on lifecycle journeys and comms (reminders, follow-ups, winback campaigns), and with Operations and Vet teams on service-experience initiatives that drive repeat visits.
3. Brand:
- Partner with the Brand team on online and offline branding initiatives that build trust and drive acquisition in each clinic's catchment area.
4. Inside Sales:
- Work with the Inside Sales team to track and improve lead-to-booking conversion and call quality.
- Ensure the team has the required context and offers to convert leads, including nurture activities for cold leads.
5. Cross-Functional Program & Stakeholder Management:
- Align Marketing, Retention, Brand, Operations, Vet, and Inside Sales teams around a single monthly walk-in and revenue target per clinic, running the review cadence needed to keep everyone on track.
- Own the analytics behind the category (cohorts, repeat, discount impact, clinic deep-dives) and represent clinic performance in leadership reviews.
Key Metrics Owned:
- Walk-ins and revenue, by clinic and in aggregate, across new-customer and repeat segments.
- Repeat rate by cohort and acquisition month, tracked against maturity-adjusted benchmarks.
- Lapser mix (active / near-lapse / lapsed) and winback recovery rate.
- Lead-to-booking and booking-to-walk-in conversion, owned jointly with Inside Sales.
- Cost per acquisition and discount mix, tracked jointly with Marketing and Finance.
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