Associate Director - Growth - Groceries

About the role

The role is responsible for spearheading the growth strategy for the grocery business, driving user engagement, retention, and revenue through innovative growth campaigns and data-driven initiatives. 

This role specifically focuses on scaling the grocery vertical by leveraging platform synergies, partnerships, and localized marketing efforts.

What you'll do

Growth Strategy Development

• Design and implement a comprehensive growth strategy for the grocery vertical, covering user engagement, retention, and revenue growth.
• Identify and prioritize high-impact growth opportunities based on market analysis, customer insights, and competitive benchmarking.
• Align growth plans with organizational objectives, ensuring consistent progress towards revenue and market share targets.

Advanced Customer Segmentation and Personalization

• Utilize data-driven approaches to build detailed customer segments based on behavior, demographics, and purchasing patterns.
• Implement cohort analysis to track user behavior over time, identify trends, and develop targeted retention and engagement strategies.
• Develop tailored marketing initiatives for different customer cohorts, ensuring personalized experiences that drive higher engagement and loyalty.
• Design behavior-based triggers for lifecycle marketing, ensuring timely and personalized communications that improve customer satisfaction and retention.

Customer engagement, Retention and Loyalty

• Create and execute initiatives to enhance customer engagement and retention, focusing on repeat purchases, basket size growth, and customer loyalty.
• Build and scale personalized engagement and retention strategies using insights from user behavior, preferences, and transaction data.
• Implement rewards programs, subscription models, or gamification features to increase user stickiness and lifetime value.

Data-Driven Growth Optimization

• Monitor and analyze key growth metrics (e.g., OPU, ARPU, conversion rates) to identify trends, gaps, and opportunities.
• Implement predictive analytics to anticipate customer needs and proactively engage users with relevant offers and experiences.
• Partner with engineering and product teams to develop dashboards and attribution models to track the performance of growth initiatives.
• Use A/B testing and experimentation frameworks to iterate and optimize campaigns across channels

Market-Specific Customization

• Collaborate with regional teams to tailor growth strategies to local market dynamics, ensuring relevance and resonance with target audiences.
• Develop geo-specific promotional strategies to capitalize on local customer preferences and competitive landscapes.
• Identify and onboard regional partners (e.g., grocery chains, retailers) to enhance reach.

What you'll need

• Bachelor’s or Master’s degree in Marketing, Engineering, Data Science, or a related field

• 8+ of experience in growth marketing, with a focus on e-commerce, grocery delivery, or tech platforms
• Hands-on experience with tools like Google Ads, Meta Ads Manager, SQL, Tableau, or Looker.

• Well versed in data mining, statistical modeling and advanced data analysis

• Strong understanding of A/B Testing, Regression Analysis, User Segmentation, Cohort analysis, churn/attrition modeling, CLTV models

• Proficiency in analyzing and leveraging metrics such as CAC, LTV, ARPU, and conversion rates.

• Excellent communication and stakeholder management skills, 
• Deep understanding of grocery market trends, customer behavior, and competitive landscapes