Growth Specialist- Navneet AI ( D2C)

Role & responsibilities

1. User Acquisition - Digital

• Own paid acquisition across Meta, Google (UAC/Search/YouTube) and emerging channels;drive down CAC while protecting install quality and downstream conversion.
• Build and scale organic and owned acquisition: ASO for Play Store and App Store, SEO and content-led traffic, referral and invite loops, and the school/teacher network as a distribution advantage.
• Design and run referral, seeding and word-of-mouth programmes suited to the parent studentteacher triangle.
• Set up and maintain attribution and measurement (MMP, UTM discipline, deep links,campaign taxonomy) so that every rupee is traceable to an activated user, not just an install.
• Run channel-level unit economics: blended and channel CAC, payback period, LTV:CAC by cohort and by geography.

2. Agency & Partner Management

• Be the single point of ownership for the external marketing agency - write the brief, set targets, review creative, audit spend, and hold the agency to CAC and quality commitments.
• Build and manage a creative pipeline: hooks, ad concepts, vernacular variants, and a testing calendar that keeps creative fatigue in check.
• Manage influencer, creator, education-community and content-partnership channels,including regional and vernacular creators.
• Coordinate with Navneet's existing distribution and trade marketing teams to convert offline reach - books, notebooks, retail, schools - into app acquisition.

3. Funnel Optimisation & Experimentation

• Analyse user behaviour from first touch to long-term loyalty; identify and fix drop-offs at every stage - install, registration, activation, habit formation, paywall, purchase, renewal.
• Design and run a continuous A/B testing programme across pricing and packaging,onboarding flows, paywall design and placement, trial mechanics and win-back offers.
• Maintain an experiment backlog with hypotheses, sample-size logic and readouts; kill losers fast, scale winners faster, and keep a written record of what we have learned.
• Own the growth dashboard and the weekly growth review: acquisition, activation, retention,conversion and revenue, reported cleanly enough for management to act on.

4. Lifecycle Marketing & Retention

• Execute targeted push notifications, email, WhatsApp and in-app messaging to drive activation, streaks, feature adoption and renewal.
• Build lifecycle journeys by cohort - new user, dormant, exam-season, exit-grade, lapsed subscriber - mapped to the academic calendar and board exam cycle.
• Reduce churn through onboarding redesign, habit triggers, and renewal and win-back campaigns; own D1/D7/D30 retention and subscription renewal rates.

5. Offline Growth & Community

• Plan and execute offline user engagement: parent and student meet-ups, school and society activations, exam-season camps, workshops, demo events and competitions.
• Build a repeatable playbook for offline events - objective, cost per attendee, conversion tracking - so that offline spend is measured with the same rigour as a Meta campaign.
• Seed and nurture user communities (WhatsApp groups, school ambassadors, teacher advocates) that create organic, low-CAC growth in our core geographies.

6. Consumer Insight & Research

• Run structured user research: focus group discussions, 1:1 user interviews, in-home and inschool observation, and quantitative surveys with students, parents and teachers.
• Convert research into decisions - translate what users say into pricing changes, positioning,feature prioritisation and creative direction.
• Build an always-on voice-of-customer loop: app reviews, support tickets, churn surveys,session recordings, NPS - synthesised into a monthly insight note the whole team reads.
• Own our understanding of willingness-to-pay: who pays, who does not, and precisely why.

7. Product Partnership

• Work with the product team to design habit loops - triggers, actions, variable rewards and investment - that make daily study on NavneetAI a routine rather than an intention.
• Co-own free-to-paid conversion: identify the moments of value, design the paywall and gating strategy, and shape which features sit free versus paid.
• Bring growth instrumentation into the product roadmap: event tracking plans, feature-level funnels, and in-product surfaces for experimentation.
• Sit in product prioritisation with evidence - cohort data and user research - and argue for what will move retention and revenue.

Preferred candidate profile

5-6 years of consumer growth experience in a fast-paced D2C or consumer-app environment, with clear ownership of a funnel metric - not just campaign execution.