Job DescriptionRole Title
Lifecycle Marketing & Growth Associate / Executive
Experience Level: Mid level (2–4 years) Department: Marketing & Communications Brand: RailYatri Office Location: Kochi Work Schedule: 5 days working (Monday – Friday)
Role Overview
We are looking for a data-driven and creative Lifecycle Marketing & Growth professional to drive end-to-end campaign execution across user lifecycle stages. This role focuses on crafting personalized communication strategies, optimizing user journeys, and leveraging data insights to improve engagement, retention, and conversions across multiple channels.
The role requires a strong understanding of the difference between in-app marketing communications and external marketing communications, ensuring a consistent yet context-aware brand voice across owned and external platforms. The role will also support paid acquisition and performance marketing efforts to ensure a seamless connection between user acquisition, lifecycle communication, and retention.
Key RequirementsCRM, Lifecycle & Automation
● Hands-on experience with CleverTap, Netcore, or similar marketing automation tools
● Strong understanding of lifecycle marketing and user segmentation
● Proficiency in data analysis, cohorting, and reporting
● Experience with multi-channel campaign execution (Push, Email, In-app, WhatsApp)
● Ability to interpret user behavior and translate insights into actionable campaigns
● Familiarity with Excel / Google Sheets and dashboarding tools
Content & Communication
● Creative mindset with experience in content creation and AI tools
● Strong communication and stakeholder management skills
Performance Marketing & Paid Acquisition
● Hands-on experience running campaigns on Google Ads and Meta Ads (Facebook & Instagram)
● Understanding of paid user acquisition, retargeting, and re-engagement strategies
● Experience with conversion tracking, pixels, SDK events, and attribution
● Ability to analyze campaign performance (CPA, ROAS, CAC, CTR, CVR) and optimize accordingly
Additional Requirements
● Prior experience working on B2C app-first products (mandatory)
● Strong understanding of in-app vs out-of-app communication strategies
● Hands-on experience with Google Analytics (GA4) and Google Search Console
● Proven track record of executing high-engagement omni-channel campaigns
● Experience creating product-led content (reels, short videos, written content)
● Comfortable appearing on camera for brand communication videos
● Experience in brand communication and brand book creation
● Experience with social media scheduling and marketing automation workflows
● Familiarity with attribution tools such as Branch, AppsFlyer or Firebase (plus)
Key Responsibility Areas (KRA)
1. Campaign Planning & Execution
● Create and execute campaigns across retention, feature adoption, booking, D-day, pre-booking and generic engagement
● Plan and manage end-to-end campaign lifecycle across In-app, Push, Email and WhatsApp
● Execute and automate campaigns using CRM tools
● Build segmentation, targeting and custom upload workflows
● Design distinct strategies for in-app lifecycle messaging vs external re-engagement
● Drive omni-channel engagement improvements through experimentation and optimization
● Build and manage drip campaigns and automated workflows beyond CRM tools
2. Funnel & User Journey Optimization
● Build and optimize conversion funnels across user touchpoints
● Map and analyze user journeys based on in-app behavior
● Identify drop-offs and recommend conversion improvements
● Define and refine user cohorts and profiles
● Use GA4 and Search Console insights to connect acquisition with lifecycle communication
● Align product-led content with user intent and funnel stage
3. Data Analysis & Reporting
● Perform cohort analysis and derive actionable insights
● Track campaign performance and optimize based on KPIs
● Maintain dashboards and campaign performance reports
● Work with internal dashboards (Spotlight, InfoStream, ARP, Coupons)
● Own daily and weekly performance reporting
● Monitor engagement KPIs across channels (Open Rate, CTR, Conversion Rate, Retention)
● Translate analytics insights into experiments and improvements
4. Content & Communication
● Develop personalized CRM content across channels
● Create campaign creatives using AI tools
● Ensure consistency in brand tone and messaging
● Create product-led storytelling content across formats
● Maintain and evolve brand communication guidelines and brand book
5. Community & Social Engagement
● Manage and grow WhatsApp and Instagram communities
● Drive engagement through timely and contextual content
● Support social media planning and execution
● Collaborate on influencer marketing campaigns
● Execute social media automation and drip workflows
● Publish high-engagement video and reel content
6. Real-time Updates & Information Dissemination
● Manage dissemination of train updates via internal tools
● Ensure timely and accurate operational communication
● Maintain brand voice consistency across real-time updates
7. Paid Marketing & Growth Campaigns
● Plan, execute and optimize paid campaigns across Google Ads and Meta Ads
● Drive app installs, bookings and re-engagement through full-funnel strategies
● Build prospecting and retargeting audience cohorts
● Collaborate with CRM and content teams for messaging alignment
● Continuously test creatives, messaging and targeting
● Optimize CAC, CPA, ROAS, CTR, CVR and install-to-booking conversion
● Ensure accurate tracking and attribution
● Develop remarketing strategies integrated with CRM workflows
Pay: ₹600,000.00 - ₹900,000.00 per year
Application Question(s):
- Do you have experience in clever tap, moengage, lean plum, braze or anything similar?
- Have you done growth marketing, lifecycle marketing, digital marketing?
Experience:
- total: 2 years (Preferred)
- Google Ads: 1 year (Preferred)
- b2c app, detect, fintech etc: 1 year (Required)
Work Location: In person
