Swiggy - Head - Retention & Loyalty - IIM/XLRI/FMS/MDI

This role is to head retention & loyalty for Swiggy, owning efforts that drive growth in repeat users & repeat user rates and consequently consumer lifecycle & relationship management, end to end.

Roles and Responsibilities -

- Driving organizational growth through initiatives aimed at repeat base, including growing the overall base of repeat users, driving frequencies (transactions) of repeat users, and improving retention for relevant cohorts of consumers.

- Responsible for user understanding and all efforts linked to this such as segmentation, targeting and positioning for various cohorts of users.

- Leading all communication efforts end to end into user lifecycle management for segments of users such as active, high frequency, at risk, new users, dormant users and so on.

- Responsible for all CRM efforts including analytics for repeat base, measurement of repeat efforts, and using these to drive business.

- Working with various stakeholders and teams to co-ordinate retention and loyalty efforts - including city teams, business teams, supply, operations, product and so on.

- Leads interaction and interfacing with product teams to co-define the growth charter and product roadmap as pertaining to growth, retention and loyalty efforts.

- Leads analytics initiatives for the team by working closely with the analytics team, both within and outside marketing, to derive relevant consumer insights.

- Working closely with the supply (restaurant) teams to define relevant consumer propositions such as restaurant offers, discounts and communicate the same effectively to consumers.

- Lead usage of the internal communication engine and additional external tools to streamline and improve communication framework with users.

- Drive thinking for relevant consumer offerings, new service offerings, and innovations to drive the repeat business, and work closely with other teams and stakeholders to implement these.

- Program manage key efforts and initiatives linked to retention & loyalty.

- Define and own entirely consumer channels of communication such as emailers, PNs, SMSs and remarketing channels such as FB and Google for repeat communication. Streamline creative efforts by working closely with the creative teams and define the relevant proposition, insight for key campaigns and consumer journeys.

- Leading a team of R&L managers and executives to achieve business & marketing goals by setting direction, vision, targets and management on a daily basis.

- Part of the larger leadership team and a key stakeholder within the org, playing an integral, central role in a large number of initiatives both within and outside marketing.

Required experience and skills -

- Overall experience of 5-8 years, with core Retention & Loyalty experience of at least two years.

- Proven leadership and team management skills, has to have led a team comprising R&L managers / channel managers / marketing executives.

- Should have headed R&L efforts for an organization including segmentation, targeting and positioning, and setting up/defining consumer communication frameworks, and understanding of channels like PNs, Emailers, FB, Google and so on.

- Must be highly analytical and data driven

- Must be a post graduate from a premium Tier 1 institute

- Should have outstanding communication and leadership skills, be collaborative and a team player

- Should have a self-starter attitude and possess high integrity