The Associate Director / Senior Manager – Growth Marketing will own the growth marketing engine for The Panel Station, covering acquisition, activation, engagement, reactivation, retention, active User growth, and proprietary panel contribution in a consumer space.
The role is responsible for building a scalable and people\-independent growth function where smaller cross\-trained teams can deliver outcomes without depending on one person.
The role is responsible for building a high\-performing, people\-independent growth
marketing engine that delivers business outcomes through paid marketing, organic growth, SEO, email marketing, social media, affiliate/partner channels, reactivation campaigns, and cross\-trained POD\-based execution.
This role is not only a campaign execution role. It is a growth ownership role responsible for ensuring that the assigned brand has enough recruited, active, engaged, retained, and responsive Users to support business objectives.
- *Key Objectives of the Role**
To build and manage a scalable growth marketing function for TPS that: Increases survey participation and completion from Users of Panel Station
- Increases high\-quality User acquisition
- Improves active User base
- Improves reactivation and retention
- Reduces dependency on paid recruitment wherever possible
- Improves proprietary panel contribution
- Creates cross\-trained teams that are not dependent on one person
- Works closely with Business Teams, Brand Communications, Social Media, Product, Tech, Sampling, Support, and Incentives teams
- *Key Responsibilities**
- *1\. Proprietary Panel Contribution**
- Improve contribution from the internal proprietary panel.
- Work with Sampling and Panel Business teams to increase internal panel usage.
- Identify underused or overused panel segments.
- Improve panel responsiveness and reduce avoidable dependency on external sample sources.
- *2\. Growth Strategy**
- Own annual, quarterly, and monthly growth plans for TPS.
- Build channel\-wise strategies across paid, organic, SEO, email, social, affiliates, partnerships, referrals, and reactivation.
- Align growth plans with business demand, country priorities, audience gaps, and
panel availability.
- Ensure growth activity supports active User growth, survey participation, and
proprietary panel contribution.
- Drive new User registrations through paid, organic, SEO, email, social, affiliate,
partner, and referral channels.
- Ensure recruitment is demand\-led and not random.
- Use paid recruitment only where required.
- Track cost per registration, cost per activated User, channel quality, and source
wise performance.
- Improve the quality of acquisition by ensuring new Users become active and participate.
- *4\. Activation, Engagement, Reactivation and Retention**
- Move new Users from registration to first meaningful action.
- Increase survey attempts, profiler completion, polls, quizzes, pulse survey
participation, app activity, and engagement actions.
- Run reactivation campaigns for dormant Users.
- Improve repeat participation and reduce User drop\-off.
- Work with engagement and retention teams to maintain a healthy active panel base.
- *5\. Channel Performance and Optimization**
- Track and improve performance across paid, organic, email, social, affiliate, partner, referral, app, SMS/WhatsApp, and reactivation channels.
- Identify which channels bring quality Users.
- Scale low\-cost and high\-quality channels.
- Reduce dependency on expensive or low\-performing channels.
- Optimize funnel movement from clicking to registration, activation, participation,
and repeat activity.
- *6\. Cross\-Functional Collaboration****Work closely with:**
- Business Teams for demand and audience gaps
- Sampling for internal panel usage and invite efficiency
- Brand Communication and Social Media for growth and engagement
communication
- Product and Tech for landing pages, app journeys, tracking, notifications, and
survey invite delivery
- Design for campaign creatives and visual assets
- Incentives for reward communication and User trust
- Support for recurring User issues
- *Required Experience and Skills**
- 10–14 years of experience in growth marketing with end\-to\-end ownership.
- Hands\-on experience in growth marketing, digital marketing, performance
marketing, CRM, lifecycle marketing, user growth, user acquisition, or community
growth.
- Experience in consumer growth, or digital product growth will be preferred.
Important Skills Required
- Growth marketing strategy
- Paid, organic, SEO, email, social, affiliate, and partner marketing understanding
- Funnel marketing and analytics
- Retention and reactivation strategy
- Campaign planning and optimization
- Reporting and dashboards
- Cross\-functional collaboration
- Team management
- SOP creation and process discipline
- People development and cross\-training
- *Job Types:** Full time
- *Job Location:** Bangalore