Chief Manager - Performance and ECLM

1. 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

2. 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