Air India - Chief Manager - Performance/eCommerce & Distribution

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.

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.

Customer Life Cycle Management :

- The incumbent will be responsible for conceptualizing the overall Customer Life Cycle management strategy

- The role will require the person to oversee the implementation of the requisite CLM tools like Adobe Campaign Manager, Clevertap, Webengage etc.

- The person will act as the subject matter expert in the matters of implementation of these tools and is expected to work closely with digital and technology team for the same.

- Conceptualize CRM marketing campaigns, craft messaging & build relevant workflows by segmenting the user base appropriately to identify opportunity areas in the user's lifecycle.

- Effectively utilize push notifications, SMS & email campaigns to target users with relevant and personalized communication.

Customer Segmentation :

- Play a pivotal role in developing customer segmentation strategy.

- Work closely with analytics team and insights team to develop pen portraits of the consumers and translate those in to meaningful customer segments

- Leverage data and analytics to understand user behaviour and transaction/search pattern.

- Come up with strong data insights to drive segmentation strategy for CRM campaigns

- Ideate different applications of the identified customer segmentation. Work closely with D&T team and other marketing team members to build relevant use cases.

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.

Improving Organic Share :

- The incumbent shall be responsible for driving the overall SEO strategy.

- The position shall focus on developing holistic framework spanning on-page and off-page SEO.

- Perform keyword research in conjunction with business objectives to guide content teams in optimising existing content as well as uncover new opportunities

- Optimize website content, landing pages and paid search copy for search engine optimisation

- Collaborate with Design, Product, Content, and Brand team in order to execute the SEO strategy and roadmap

- Lead the organic growth strategy to improve retention, referral and engagement metrics

- Recommend changes to website architecture, content, linking and other SEO parameters to improve SEO positions for target keywords

- Closely monitor Technical SEO & website health & success metrics across all areas of ownership

- Lead all SEO initiatives for assets like Website, Blogs & Mobile Apps

- Regularly conduct comprehensive SEO audits to fix issues on priority and get desired results quickly

- Make a strategy to increase brand visibility and domain authority through off page optimisation projects, for instance, guest posts, PR articles, quora posts, partner case studies etc.

- Create an effective content marketing strategy to editorial plan in line with the business objectives

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

Stakeholder Collaboration:

- Collaborate with internal teams, including Sales, Marketing, and Product Development, to align E-CLM strategies with broader business objectives.

- Work with external partners and technology providers to enhance tools and capabilities for customer lifecycle management.

Team Leadership and Development:

- Lead and mentor a team of analysts and marketing specialists focused on E-CLM.

- Foster a culture of continuous improvement and innovation within the team to keep pace with industry trends and technologies.

- Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent, reporting officer and HR.

Skills/Qualities Required:

- Expertise in customer lifecycle management, digital marketing, and CRM strategies

- Strong analytical skills, with proficiency in using marketing analytics tools and customer data platforms

- Excellent leadership and communication skills, capable of managing cross-functional teams and projects

- Strategic thinking and problem-solving abilities, with a focus on delivering measurable business results

- Subject Matter Expertise on Performance Marketing Channels

- Business Acumen

Key Interfaces:

Internal Interfaces:

Marketing:

- Regular interaction with marketing teams to ensure that campaigns are data-driven and results-oriented

E-com:

- Executing campaigns in sync with business priorities

D&T:

- Working with D&T team to execute conversion rate improvement tasks

External Interfaces:

Vendors/Suppliers:

- Engagement with vendors and service providers to leverage the latest in CLM technologies and services

Educational and Experience Requirements:

Minimum Education requirements:

- Masters/MBA/PGDM/PGP/PG degree, preferably in Marketing or Sales

Experience

- 10+ years, experience in marketing with a significant focus on performance marketing, analytics, and customer lifecycle management

- 8+ years, experience in managing CRM/CLM in online companies, knowhow of martech tools (like adobe, clevertap, moengage etc.

- Strong experience in accelerating customer engagement, improving customer retention, and optimizing the user funnel

- Knowledge of performance marketing channels