Testbook.com - Assistant Vice President - Marketing Automation & Retention

AVP Marketing Automation & Retention

About Us :

The fastest rising start-up in the EdTech space, Testbook is poised to revolutionize the industry. With a registered user base of over 2.6 crore students, 450 crore tests solved on the WebApp, and a knockout Android App, Testbook has raced to the front and is ideally placed to capture bigger markets.

The IIT pedigree of the co-founders has attracted some of the brightest minds in the country to Testbook. A team that is quickly swelling in ranks, it now stands at 600 in-house employees and thousands of remote interns and freelancers. And the number is rocketing weekly. Now is the time to join the force.

Job Title : AVP Marketing Automation & Retention

Location : Navi Mumbai

Responsibilities :

- The marketing automation and retention marketing team is responsible for creating programs for consumer lifecycle marketing that make the user experience on Testbook memorable and result in higher engagement levels. This involves developing and executing a framework across on-platform channels harnessing the power of data and automation.

- You will drive user journey and retention roadmap for new and existing users with the goal of making Testbook the most preferred learning destination

- Planning and execution of all internal marketing campaigns (Push Notifications, Emails, SMS, Banners)

- Automate marketing communication using Email, SMS, WhatsApp, push notifications.

- Drive continued optimization and evolution of our channel marketing programs, including lifecycle trigger programs, transactional messaging and large-scale campaigns

- Identify, evaluate and implement marketing automation tools

- Drive engagement throughout the customer journey - from onboarding > adoption > retention > advocacy

- Map customer journeys and identify tracking mechanisms to constantly improve campaign performance for automated campaigns.

- Working in conjunction with the product/analytics/creative team to set up campaigns, update and track all the key performance metrics (CTR, Open rates, conversions etc.) across channels.

- Generate revenue through repeat purchases, cross-sell, upsell to online customers

- Drive customer lifetime value [LTV] to maximize ROAS

- Segment & retain customers using RFM analysis

- Analyse transaction data, curate consumer insights to retarget across channels, products

- Analyse campaign & website transaction data to build consumer journey

Qualifications :

- MBA/Graduation from T1 colleges

- Deep expertise in CRM Marketing, marketing automation customer retention, loyalty, app engagement, repeat purchases

- Strong analytical mindset with data driven decision making

- Highly digital tools savvy to drive performance with strong knowledge of tools like WebEngage, Clevertap, MoEngage etc.

- Consumer internet or Ecommerce experience is preferred. Experience in the Education Sector is also a plus. A total experience of 4+ years.

- Proven track record of customer obsession.

- Demonstrated ability to think both strategically and tactically

- Highly collaborative with the ability to multitask in a complex environment

- Excellent communication and people skills