Job Description

Position Title:
Lead - Performance & E-CLM
Job Code
Grade:
Chief Manager
Function:
Commercial
Location:
Gurugram
Reports to:
Head - Growth Marketing
Role Level:
CXO-4

• Job Purpose

• The role requires the individual to deliver revenue growth at pre-defined ROAS levels to ensure alignment with overall profitability aspirations
• This role will be responsible for driving growth and revenue through performance marketing channels like Search Engine Marketing, Travel Meta Channels like SkyScanner, Social Channels - Meta/Instagram, Google Display Channels - Discover/ GDN/ Youtube, Search Engine Optimization

• Responsible for the entire customer lifecycle; create tests and experiments to positively influence customer acquisition, customer conversion, customer retention and customer lifetime value
• Oversee performance analytics and reporting functions, providing valuable insights and recommendations to enhance marketing efforts, with a focus on customer lifecycle management
• The role requires managing budgets and mentoring performance marketing team, collaborating with other stakeholders such as Revenue Management/E-commerce/Digital & Technology
• Key Accountabilities

Develop and execute performance marketing strategies: This includes developing and implementing strategies to drive growth and increase revenue through various performance marketing channels such as paid search, display advertising, social media advertising, app install campaigns & affiliate marketing. Lead and own the overall CLM program & drive retention agenda.
Overall E-comm Revenue Delivery at a defined ROAS:

• The incumbent will be responsible in driving achievement of overall e-commerce revenue targets at pre-defined Return on Ad Spends (ROAS)
• Manage media campaigns across channels and drive specific activities including Paid Search & Display channels like - GDN, Discovery, Youtube.
• Managing media campaigns on social channels like FB (Meta) /Instagram to meet the overall revenue objectives.
• Coordinate with marketing agency and advertising partners for driving business outcomes
• Relentlessly test new segments, strategies and messaging as well as working with the D&T team to coordinate tests for on-site optimizations.
• Executing and optimizing direct response campaigns through keyword footprint, bidding, experience testing, and targeting.
• Experience with running A/B split tests, calculating significance, tracking results, summarizing findings, and iterating into new ideas.

Budget management:

• Role is responsible for managing budgets to ensure maximum ROI.
• This includes setting budgets for campaigns, tracking spends, and making adjustments as needed to optimize performance.
• The incumbent will also be responsible for developing annual operating plans for the entire performance marketing vertical
• The role requires the incumbent to prepare detailed budget analysis and presentation for the consumption of senior management.

Ramping Up App Contribution -

• The position entails driving up contribution of App towards the overall revenue and transaction through app install and app engagement campaigns.
• Managing app install campaigns - by employing various channels like Google Search, FB and app affiliates.
• Building an ecosystem of affiliate partners - for driving web transactions and increasing app installs
• Developing a robust methodology to detect frauds and prevent pay-outs on fraudulently attributed transactions and app installs.
• Analyse performance data and provide relevant insights and action plans around keywords, landing pages, ad copy, audiences, bidding algorithms, competition and more.

Building Travel Meta Channels -

• Developing travel meta channels such as SkyScanner, Kayak etc as a steady source of revenue for the organization
• Working closely with travel meta teams to ensure month on month growth of revenue at reducing cost per acquisition.

Affiliate Marketing -

• Building a strong ecosystem of affiliate partners, both domestic and international
• Ensuring the commercials offered to the affiliates are competitive, yet in line with organizational goals
• Developing adequate safeguards to prevent fraudulent attribution

Stakeholder Collaboration

• Collaborate with internal teams, including Sales, Marketing, and Product Development, to align E-CLM strategies with broader business objectives.
• Work with external partners and technology providers to enhance tools and capabilities for customer lifecycle management.

Team Leadership and Development

• Lead and mentor a team of analysts and marketing specialists focused on E-CLM.
• Foster a culture of continuous improvement and innovation within the team to keep pace with industry trends and technologies.

Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent, reporting officer and HR.

• Skills/Qualities Required

Expertise in customer lifecycle management, digital marketing, and CRM strategies
Strong analytical skills, with proficiency in using marketing analytics tools and customer data platforms
Excellent leadership and communication skills, capable of managing cross-functional teams and projects
Strategic thinking and problem-solving abilities, with a focus on delivering measurable business results
Subject Matter Expertise on Performance Marketing Channels
Business Acumen

• Key Interfaces

Internal Interfaces
Marketing

• Regular interaction with marketing teams to ensure that campaigns are data-driven and results-oriented

E-com

• Executing campaigns in sync with business priorities

D&T

• Working with D&T team to execute conversion rate improvement tasks

• Educational and Experience Requirements

Minimum Education requirements

• Masters/MBA/PGDM/PGP/PG degree, preferably in Marketing or Sales

Experience
Minimum
Desired

• 10+ years, experience in marketing with a significant focus on performance marketing, analytics, and customer lifecycle management

• 8+ years, experience in accelerating customer engagement, improving customer retention, and optimizing the user funnel
• Knowledge of performance marketing channels

Skills Required