Growth User Engagement & Strategy

About the Role

This role is the critical strategic anchor connecting our top-of-funnel brand awareness efforts with bottom-funnel business outcomes. While the marketing team drives traffic and Top-of-Mind Awareness (TOMA), our category managers own final product issuance targets (loans, cards etc.), your mission is to design the overarching strategy that captures, hooks, and monetizes that incoming traffic.

As the Growth Manager, you will lead product-led engagement, using contextual in-app features and financial utilities to build user habits. You will act as a strategic bridge—feeding category and behavioral insights back into marketing execution to optimize top-funnel targeting, maximize the ROI of awareness spends, and architect the cross-sell engine across the user lifecycle.

Key Responsibilities

Strategic Planning & Roadmap Ownership

• Product-Led Engagement Strategy: Strategize and define the feature roadmap for the product team to build contextual, high-value utilities and interactive tools within the app that naturally drive user engagement and recurring traffic.
• Targeting optimization: Defining the targeting strategy for the Marketing team to ensure that the incoming traffic is right for further driving engagement and ultimately cross sell

• Lifecycle & Cross-Sell Strategy: Architect comprehensive Customer Lifecycle Management (CLM) strategies to systematically nurture engaged users, map cross-sell opportunities, and move cohorts seamlessly from awareness to financial product adoption.
• Maximize Marketing ROI: Serve as the strategic link between category insights and marketing execution to drastically improve conversion metrics and maximize the returns on top-funnel awareness investments.
• Conducting A/B tests, experimentation, coming up with MVP ideas and testing out the market traction, developing and scaling growth hacks

Execution & Collaboration

• Insights-to-Action Loop: Work closely with consumer insights, analytics, and category teams to decode user behavior, turning those trends into targeted engagement loops.
• Multi-Channel Campaign Orchestration: Oversee the execution and optimization of complex lifecycle campaigns across the Airtel Thanks App, SMS, WhatsApp, and Push Notifications.
• Metric Ownership: Hold end-to-end accountability for mid-funnel health, tracking engagement depth (active usage of tools, feature adoption) alongside core business conversion and revenue outcomes.

Key Skills & Requirements

• Experience: 6-8 years of experience in product growth, growth marketing, or lifecycle strategy within a fast-paced, consumer-facing digital platform (Fintech, E-commerce, or high-growth consumer tech preferred).
• Analytical Capabilities: A strong data-driven, strategic mindset. Strong SQL skills and hands-on experience with product analytics will be a plus.
• Preferred past roles / KRAs held: Driving user engagement / retention for a digital platform, GTM of gamified / products oriented towards engaging users, developed and executed growth hacks at scale
• Strategic Vision + Execution: Proven ability to think big-picture regarding product roadmaps and audience segmentation while maintaining the agility to execute in a startup-like environment.
• Stakeholder Management: Exceptional communication skills to successfully collaborate with and influence Product, Analytics, Category, and Central Marketing leadership.