Assistant Manager - Digital Marketing

Job Summary

Key Responsibilities

• Retention Calendar & BAU Management
• Own the monthly and quarterly retention calendar across email, push, SMS, WhatsApp, and in-app channels.
• Prioritize BAU campaigns (transactional, informational, offer-led, and lifecycle) ensuring timely execution.
• Define communication cadence for each cohort: students, frequent flyers, drop-offs, international travellers, dormant users, etc.
• Coordinate with design, analytics, and product teams to deliver high-quality retention assets.
• Lifecycle Automation & Journey Building
• Set up automated journeys across CRM platforms (Adobe Campaign, MoEngage, Braze, or equivalent).
• Build lifecycle flows such as welcome series, abandoned search, abandoned booking, fare alerts, post-booking journeys, and ancillary upsell.
• Ensure journeys are optimized for engagement, conversion, and revenue impact.
• Cohort Strategy & Segmentation
• Work closely with CDP and Analytics teams to identify micro-segments and high-value cohorts.
• Maintain precision-based targeting: fare seekers, app-only users, web drop-offs, high-frequency segments, student IDs, etc.
• Translate customer insights into retention strategies with measurable outputs.
• Revenue Growth & New Avenues
• Identify new opportunities for incremental revenue:
• cross-sell and upsell moments
• ancillary attachment strategies
• personalized offers and fare nudges
• contextual campaigns using behavioural signals
• Run controlled experiments (A/B, multivariate) to test new revenue levers.
• Analytics, Reporting & Optimization
• Monitor daily/weekly/monthly retention performance dashboards.
• Track KPIs: repeat booking rate, open/click rates, conversion %, revenue per user, LTV, churn rate, app engagement, ancillary attachment %.
• Provide structured insights on campaign impact and user funnel behaviour.
• Build feedback loops with BI/Data teams to continuously refine segmentation and targeting.
• Cross-Functional Collaboration
• Collaborate closely with Product, Revenue Management, Brand, Media, and Customer Experience teams.
• Align retention narratives with ongoing performance marketing initiatives and D2C growth targets.
• Ensure governance, data hygiene, and compliance (opt-outs, consent, GDPR/DPDP, etc.).
  

Required Skills & Experience

• 5 to 7 years of hands-on experience in CRM/Retention Marketing.
• Any graduate
• Strong command over CRM platforms (Adobe Campaign preferred; MoEngage/Braze acceptable).
• Experience in running multi-channel retention journeys.
• Solid grasp of customer segmentation, CDP workflows, attribution, and funnel analytics.
• Ability to interpret large datasets and convert them into actionable strategies.
• Understanding of airline, travel, or e-commerce ecosystems is a plus.
• Proficiency in Excel, dashboards, and data interpretation.
• Strong project management skills with a high sense of ownership.
  

Key Attributes

• Analytical thinker with strong attention to detail.
• Comfortable working in a fast-paced, data-heavy environment.
• Ability to manage multiple stakeholders and cross-functional requirements.
• Strategic mindset combined with flawless execution skills.
• Clear communicator who can simplify complex analyses into actionable insights.