Assistant Manager, Growth

About the role You will own the daily execution engine of the Growth team: performance marketing campaigns, CRM/lifecycle communications, and the content calendar behind them. The strategy and budget are set by the Growth lead; you make sure every campaign ships on time, to the right segment, with the right creative, and that the numbers are read the next morning. This is a hands-on role. You will spend most of your week inside CleverTap/MoEngage/WebEngage, Google Ads and Meta Ads Manager, and n8n. You will use AI tools (Claude, Gemini, ChatGPT) every day for drafting copy, building segments, analysing campaign data and automating repetitive work. The role is a fit for someone who has run campaigns from a blank slate, not only maintained existing ones, and who is comfortable with the technical side of martech: webhooks, APIs, JSON payloads and event schemas. Key responsibilities 1. Performance marketing execution (approx. 30% of time) Run day-to-day operations on Google Ads (Search, App campaigns, PMax) and Meta Ads: campaign setup, audience and creative rotation, budget pacing, bid changes within approved guardrails. Maintain daily spend, CAC and ROAS trackers; flag anomalies (pacing, CPI/CPA spikes, disapprovals, tracking breaks) the same day. Coordinate with design and content for creative refreshes; maintain the creative testing log (hypothesis, variant, result). Work with the analytics/MMP owner (AppsFlyer/Adjust/Branch or equivalent) to keep attribution and events clean. 2. CRM and lifecycle campaigns (approx. 40% of time) Build, QA and schedule campaigns and journeys on CleverTap / MoEngage / WebEngage across push, in-app, WhatsApp, SMS, email and RCS. Own segmentation logic: event- and property-based cohorts, RFM, control groups, frequency capping and suppression lists. Design and launch campaigns from scratch: brief, segment, creative, copy, deep links, test send, go-live, read-out. Run A/B and holdout tests on copy, timing, channel and offer; document uplift against control, not only open/click rates. Keep deliverability healthy: template approvals (WhatsApp/DLT), opt-out hygiene, rendering checks across devices. 3. Content calendar and communication planning (approx. 15% of time) Own the monthly and weekly communication calendar across all CRM channels, aligned to travel seasonality, long weekends, festivals, route/product launches and offers. Enforce frequency rules so segments are not over-messaged; resolve clashes between business units asking for the same slot. Keep a single source of truth (sheet/board) of what went out, to whom, and with what result. 4. Automation and AI-assisted workflows (approx. 15% of time) Build and maintain basic n8n workflows: trigger on webhook or schedule, call an API, transform JSON, write to a sheet/database or push to the CRM tool. Use Claude / Gemini / ChatGPT for copy variants, segment ideation, campaign post-mortems and reporting summaries; keep prompt templates reusable for the team. Reduce manual reporting: automate daily campaign pulls and alerts where possible. 5. Reporting and coordination Publish the daily growth dashboard and a weekly read-out with wins, misses and next actions. Coordinate with product, tech, design, content and business teams to unblock campaign dependencies (events, deep links, landing pages, offers). 6. Responsible for safeguarding sensitive company data against unauthorized access, use, or disclosure, and for reporting any suspected security incidents in line with the organization's ISMS (Information Security Management System) policies and procedures. Requirements: 3–5 years in growth, performance or CRM marketing at a B2C internet company; travel, mobility or hyperlocal preferred. Hands-on, current execution experience on at least one of CleverTap, MoEngage or WebEngage: can build a segment, a multi-step journey and an A/B test without supervision. Has launched at least one campaign or journey from scratch (brief to read-out) and can walk through the segment logic, creative choices and results. Working knowledge of Google Ads and Meta Ads Manager: campaign setup, budget pacing, basic optimisation and reading CAC/ROAS. Understands webhooks, REST APIs and JSON well enough to read an API doc, test an endpoint (Postman or equivalent) and map a JSON payload to CRM user properties or events. Has built at least a basic n8n (or Zapier/Make) workflow with a trigger, an API call and a data transform; can explain what an agentic workflow is and where it differs from a fixed automation. Uses Claude, Gemini or ChatGPT in daily work and can show examples: copy variants, data analysis, campaign ideation. Comfortable with Excel/Google Sheets at a pivot and lookup level; can read a dashboard and explain a trend. Bachelor’s degree in any discipline. Good-to-have: Experience in an OTA, bus/rail/air booking app, hotel platform or mobility/hyperlocal business with high-frequency, price-sensitive users. Exposure to MMPs (AppsFlyer, Adjust, Branch) and event instrumentation for app campaigns. WhatsApp Business API experience (Gupshup, Interakt, Karix or similar): template categories, utility vs marketing classification, DLR analysis. Basic SQL (SELECT, JOIN, GROUP BY) for pulling cohorts without waiting on analytics. Experience with App Store / Play Store campaigns, ASO or Apple Search Ads. Built an LLM-powered workflow end to end (e.g., n8n + OpenAI/Claude node for auto-generating or classifying campaign content). Familiarity with incrementality or holdout-based measurement rather than last-click attribution alone.