AVP- Growth - Consumer Finance

JOB PURPOSE

Responsible for driving growth, engagement, and retention of DMI Finance App with focus on driving loyalty program, referral program, and other App initiatives.

PRINCIPAL ACCOUNTABILITIES

App Growth & Engagement

• Own and drive DAU, MAU, WAU, stickiness ratio, and overall time spent.

• Reduce uninstall rate and improve Play Store/App Store ratings.

• Build funnels for acquisition → activation → engagement → retention.

• Use growth loops, nudges, and personalization to increase app frequency and repeat usage.

• Analyze cohorts, retention curves, drop-offs, and user behaviour to improve app health.

App Feature Growth

• Drive adoption of key features: Credit Score tracking, Utility bill payments, EMI payments via app etc.

• Build and optimize feature-level funnels (visit → engage → repeat use).

• Identify and remove friction points to scale feature penetration.

• Drive awareness and repeat usage through in-app placements, nudges, and notifications.

Loyalty, & Referral Program:

• Own end-to-end loyalty charter: coin accrual, redemption, tiers, rewards, and burn partners.

• Strengthen earning and burn mechanics to increase retention and day-to-day app engagement.

• Build lifecycle journeys that encourage repeat usage, milestone rewards, and habit formation.

• Manage reward catalogue, vendor partnerships, and operational governance.

• Track loyalty penetration, burn rates, redemption %, and category-wise contribution.

• Own and scale the Referral Program: strategize referral incentives, manage referral journeys, optimize fraud controls, and grow organic acquisition through virality loops.

• Drive referral communication, nudges, and in-app placements to increase shareability and conversion.

Gamification & Engagement:

• Conceptualize and launch in-app quizzes, challenges, missions, and milestone benefits.

• Build gamified loops that increase frequency of app usage and create habit formation.

• Develop weekly/monthly engagement calendars to keep users active.

• Experiment with streaks, badges, leaderboards, and rewards-based engagement hooks.

• Monitor performance of gamification features and optimize based on user behaviour data.

Monetization:

• Grow revenue from subscriptions, standalone insurance, cross-sell products, and affiliate services.

• Scale in-app placements, pricing, and promotional strategies to maximize partner conversions.

• Explore new partner categories to expand third-party income streams.

• Track P&L of third-party revenue vertical and optimize performance through experiments and insights.

• Work with Partnerships & Product teams to integrate and enhance monetizable journeys.

Analytics & Reporting:

• Use tools like Webengage, firebase, playstore or equivalent for performance tracking and insights.

• Generate actionable insights from user data to inform future growth and engagement strategies.

• Present detailed reports on KPIs, campaign effectiveness, and strategic recommendations to senior leadership.

• Conduct A/B testing to optimize user journeys and conversion funnels

• Leverage data analytics for customer segmentation and personalized user experiences

• Creative comprehensive dashboards with the help of analytics team to measure all app growth, activation, and reactivation trends

Qualifications

• 5-7 years of post-MBA experience in a digital tech company working in digital growth, app marketing, or product growth role
• Must have knowledge of the following tools- WebEngage/ MoEngage/Clevertap, Adobe/Google Analytics, Google Playstore/Firebase etc., SQL, Tableau etc.

Work Experience

• Strong experience in Growth Hacking, Customer Lifecycle Management & Digital Marketing Campaigns
• Knowledge of end-to-end campaign management on CDP tools like webengage & performance management
• Experience in running loyalty & referral programs along with its P&L management
• Ability to effectively communicate across stakeholders across functions and positions
• Strong Analytical Skills & business acumen