Anarock - Manager - Growth Marketing

Growth Marketing Manager - Thane

Business Description:

ANAROCK Channel Partner (ACP) business has embarked on the ambitious vision of digitalizing the real estate distribution network of India. Through our ioS and Android mobile apps and our web-app, we offer the small and medium channel partners (brokers) a platform to run their business on. We endeavour to increase the business earning potential of these ACPs, and in the process build a loyal base of CPs, which we can use to help Real Estate Developers sell their projects (residential apartments) quicker. Developers benefit from getting 1000s of brokers for their project, CPs benefit from getting paid more and faster and get a technology CRM to use, and ANAROCK makes money from the higher brokerage Developers pay us for delivering higher volumes. We have started from MMR market but will gradually grow across the main cities of India.

Overall Deliverables:

- This is a Pan-India role, reporting to the National Business Head. All the above is possible only if you are able to engage with the CPs on the mobile apps and web apps.

- You will be responsible for growing the "using base" of the ACP mobile app, daily/weekly/monthly active users, and launching marketing programs for engaging and retaining the Channel Partners (CPs).

- You will be segmenting the CPs into actionable cohorts, and launch marketing communication programs (or rewards interventions) through app notifications, SMS, WhatsApp, email, IVR calls or even call centre outbound calls.

- Rewards intervention could be schemes and offers for selected cohorts of CPs that you will recommend to Business Head, and then roll out to those CPs.

KRAs:

1. DAUs/WAUs/MAUs (Daily, Weekly, Monthly active users): Number of app-active CPs

2. Number of walk-in active CPs

3. Number of booking-active CPs

4. Revenue of ACP business

5. Engagement and Communication Calendar for different cohorts (Segment-wise Communication Plan)

Typical activities that you will be doing:

- Help in initial strategy for developing cohorts of CPs (could be across regions of Mumbai right now, but across key cities later on; then cut by level of engagement already achieved, their performance on main ANAROCK residential business, etc. We may end up having 40-50 such cohorts in one city itself)

- Develop these cohorts with help from Tech Product Lead Manager (your best pal)

- Develop monthly communication calendar: what message to be sent to which cohort and through which medium. Execute the planned actions on daily basis.

- Monitor DAUs/WAUs/MAUs on daily basis and recommend and design schemes and offers to keep on increasing this.

- Interact with Tech Product Lead Manager and think of product changes to be done to increase engagement of the CPs.

Where would you be working typically, and what type of beast could you be :

- In a digital / mobile app environment

- Marketing MBA with 4-8 years marketing experience

- Keeda of doing R&D with communication programs to figure out what works and what does not work

- Likes to speak to customers (Channel Partners), understand their behaviour and hence, design programs to increase usage and retention.