App Management, Lead

About the company

Our client is a new, standalone health insurance company being set up in India by a leading global insurance group in partnership with a leading Indian technology and healthcare group. The venture combines deep insurance and financial services expertise with strength in technology and healthcare solutions. It is a Zero to One team building a no-legacy, greenfield health insurance business, with customer journeys designed around empathy and a differentiated experience.

About the role

We are hiring an App Management - Lead for the Marketing team in Mumbai. You will make the company's mobile app a central platform for customer acquisition, engagement, servicing, wellness and retention. The role covers mobile app strategy, app growth, engagement marketing, customer experience, analytics, AI-driven personalisation and cross-functional program management.

Key responsibilities

• Define and drive the vision, roadmap and growth strategy for the app, aligned to business and brand objectives.
• Own and continuously optimise app journeys across onboarding, policy purchase, servicing, claims, wellness, engagement, renewals and cross-sell.
• Drive app downloads, registrations, activation and adoption through integrated paid, owned, earned, partner and distribution channels.
• Build personalised lifecycle programs using push notifications, in-app messaging, WhatsApp, email, SMS and AI-led interventions to improve engagement and retention.
• Use AI, predictive analytics, recommendation engines and conversational interfaces to deliver relevant customer experiences.
• Lead App Store Optimisation (ASO): discoverability, rankings, ratings, reviews and conversion.
• Partner with Product and Technology teams to improve usability, navigation, content architecture and accessibility.
• Integrate wellness, health management, product, service and educational content within the app.
• Track app performance, including installs, MAU, DAU, activation, retention, engagement, conversion and customer satisfaction.
• Use behavioural analytics, customer feedback, research and experimentation to find opportunities for improvement.
• Manage agencies, technology partners and analytics vendors.
• Work with Product, Technology, Distribution, Analytics, Servicing, Claims, Legal, Compliance, Wellness and Customer Experience teams to deliver seamless, regulator-safe journeys.

Required qualifications and experience

• Master's degree in Marketing, Digital Business, Product Management, Technology or a related field.
• 8 to 10 years of experience in mobile app management, digital product growth, customer engagement, lifecycle marketing, digital analytics or digital experience roles.
• Proven experience managing consumer mobile apps, with success in driving adoption, engagement, retention and business outcomes.
• Experience in a regulated or trust-driven category such as insurance, healthcare, banking, fintech, e-commerce or consumer technology.
• Strong understanding of mobile analytics platforms, customer journey tools, experimentation frameworks and engagement technologies.
• Knowledge of AI-driven personalisation, recommendation systems and conversational experiences.
• Experience with ASO, app marketing, mobile growth and performance measurement.
• Strong analytical, project management, stakeholder management and agency leadership skills.
• Excellent communication and storytelling skills, with the ability to turn customer insights into action.

You will do well in this role if you

• Are passionate about building digital experiences that improve customers health and insurance journeys.
• Are data-driven and enjoy solving problems through experimentation.
• Are hands-on, detail-oriented and can handle several initiatives at once.
• Are comfortable with ambiguity and pace, and take ownership of outcomes in a zero-to-one build.
• Are excited about building a health and wellness platform from scratch.