Milkbasket - Assistant Manager/Manager - Retention/Digital Marketing - IIT/IIM/XLRI/SP Jain/FMS/BITS

About us:

- Launched in early 2015, Milkbasket is India's first and largest daily micro-delivery service. Built on - the unique Indian habit of getting fresh milk delivered at home every morning, Milkbasket - (accessible on milkbasket.com, iOS and Android) is today fulfilling the entire grocery needs of a - household every day before 7:00 a.m. To enable frequent and frictionless buying, Milkbasket has - innovated contactless delivery: a first in the e-commerce industry.

- With a daily reach to over 60,000 households and serving 25,000+ households every morning in Gurgaon, Noida and Bangalore, Milkbasket delivers the highest number of grocery orders in the NCR region. Its vision is to become the default go-to shop for over a million households in the next 3-5 years. Milkbasket is the most capital efficient model in the online grocery space as compared to its domestic and global peers. With an order fulfillment rate of 99%, a customer retention rate of 95% and on-time deliveries of 99.9%, Milkbasket has redefined the industry benchmarks and enjoys envious customer loyalty.

News Articles:

- Grocery and milk delivery startup Milkbasket gets $7 million in Series A

- Why Kalaari Capital found value and invested in micro-delivery platform Milkbasket

Responsibilities - Summarized version :

- Assistant Manager, Marketing (AM) would be responsible for building loyalty and growth. The role will have both acquisition & retention customer focus. It will encompass running ads on different networks, data analysis, retention campaigns - eventually leading to higher wallet share of Milkbasket. The candidate would be directly reporting into the Head - Digital Marketing.

Responsibilities - Detailed Version :

- Customer Loyalty (Retention): Drive incremental revenue and enhancing user retention and loyalty. It also requires rigorous data analysis to understand how users evolve over time in their ordering patterns and what is it that gets players to order more or less over time. 

- This understanding, in turn, feeds into constant optimization of the retention strategy. Will be supporting in running various promotional offers, trying out new strategies, running email, FB and SMS campaigns etc. to drive higher revenues and retention.

General Accountabilities/Job Responsibilities:

1. Self-Study :

- Spend time on the app and get a first-hand understanding of how the app works.

- Study market research data to build a broad understanding of a typical MB user

- Analyze funnel data and understand the user movement on the app

- Analyze conversion data and identify pain drop-off points and accordingly build an action plan

- Think of creative concepts to convert and engage users.

2. Marketing Execution :

- Understand acquisition, conversion, and revenue and retention strategy.

- Support in preparing and executing monthly marketing calendar for various campaigns.

- Work with agencies to manage retention campaigns and hit monthly retention and revenue targets.

- Perform extensive campaign analysis daily, weekly, monthly to find growth opportunities

- Perform creative analysis

- Funnel analysis

3. Take Full ownership for execution of various campaigns on revenue and retention.

4. Work with creative designers/web designers to ensure timely execution of campaigns.

5. Manage and own project timelines, creative quality, and content effectiveness.

6. Work with agency to coordinate the campaign content, creative delivery.

7. Create/Work within the reporting framework to analyze the effectiveness of all campaigns.

8. Engage in data analysis to improve and refine campaign performance.

Background Requirements :

At least 2 years work experience working in an Online Product or a Service company

Should have worked on Facebook Ad network, Google Ad network, Engagement platforms like Clevertap, Webengage, Mailchimp etc.

Preferably an IIT/IIM/XLRI/JBIMS/SPJAIN/FMS/BITS alum