Manager - Customer Marketing

Job Description

PositionM- Marketing

DepartmentMarketingFunctionCustomer Marketing - engagementReporting toAVP – MarketingBand4LocationGurgaonTeam size (D/I)

NA

JOB SUMMARY

We are looking for a passionate, data-driven marketing professional for user / customer engagement, and cross-sell initiatives. This role will be pivotal in shaping, engage customers and delivering high-impact user journeys that fuel growth and customer retention. This needs end to end work on all customer communication for the organization.

The role requires close collaboration with cross-functional teams like digital product, operations, sales and servicing to deliver measurable business outcomes through the app.

An ideal candidate for this role would be an individual with experience in communication. Customer engagement and user journeys with the ability to infuse creative thinking.

KEY RESPONSIBILITIES

Engagement and communication

Develop and execute mobile engagement strategies to increase app retention and policy renewals

Plan and manage push notification campaigns including segmentation, A/B testing, and performance analysis.

Analyze user behavior data to identify key engagement drivers and areas for improvement.

Implement in-app messaging strategies to deliver personalized and timely communications to users.

Cross Sell and Upsell initiatives

Identify and develop cross-selling and upselling opportunities within the app

Track the performance of cross-sell initiatives and optimize them for better results.

Implement strategies to encourage users to buy riders, and additional life insurance and investment products.

Collaborate with business, and design team to create relevant cross sell banners and launch them on the app

Aligning app product development to business goals

Understand business needs and create requirement documents for new experiences within the app

Envisage App journeys for existing customers, onboarding Flow, prospect

Lead New marketing integrations within the app like appsflyer, Firebase and netcore

Define success metrics, track KPIs, and ensure continuous optimization of the app

Creative and content excellence

End to end planning and management of customer communicationfor engagement.

Develop and manage creative campaigns for engaging customers

Plan and execute lead generation campaigns, digital initiatives like webinars, lead generation tools, gamified conversation starters

Work with cross –functional teams to develop campaigns to improve customer experience

Manage marketing dashboards, campaign analytics and insights

Partner Management:

Work towards quality output within brand guidelines with briefing and continuous feedback to the creative agencies

Working with experiential marketing partners to deliver BTL campaigns

Working with video marketing partners, in-house studio and vernacular partners for creating communication

Planning managing timely delivery of campaigns with the agency partner to enable speed to market

Budget and compliance

Use File of all customer facing marketing collaterals

Documentation and Management of Customer Facing Communication

Work with legal and compliance to ensure all communication is approved and filed

Manage periodic Internal and external audits

Manage budget

Measures of Success

Engagement metrics and renewals

Cross Sell Business growth

Timely reporting on KPIs

New journey launches within the app

Key Relationships (Internal /External)

Internal:

Significant interaction: Marketing, Business Analytics, IT

Moderate interaction: Ecommerce, Digital Product Management teams

External:

Significant interaction: MMP Partner, Engagement partners

Key competencies/skills required

Strong understanding of mobile engagement platforms like mo-engage/Netcore /Clevertap

Experience with mobile analytics (firebase, GA4) and attribution platforms (appsflyer, branch, Adjust etc)

Excellent analytical and problem-solving skills

Communication and creative skills

A strong desire to learn and stay updated

Excellence in written and verbal communication

Experience of working with creative partners and external marketing agencies

Experience

Bachelor's degree in engineering, Marketing, Business, or a related field

At least 6+ years of experience in mobile marketing and/or digital marketing

Stellar performance record