Growth Manager

Role Purpose

The Growth Manager will be responsible for executing GenBlu’s digital growth strategy across user acquisition, activation, engagement, retention, and reactivation. This role supports the Head of Growth & Marketing in turning GenBlu’s marketing plans into measurable growth campaigns that increase app downloads, new user registrations, active members, campaign participation, points earning, and points redemption.

The role will work closely with the CRM / Lifecycle Executive, Social Media & Content Lead, Performance Marketing Lead, Commercial & Loyalty team, Events & Activation team, Brand & Creative team, Product, and Tech to ensure that GenBlu’s growth initiatives are well planned, well executed, and performance-driven.

Key Responsibilities

Growth & Acquisition

• Plan and execute growth campaigns to drive app downloads, registrations, onboarding completion, and active usage.
• Manage acquisition campaigns across Meta, Google, TikTok, app campaigns, referral programmes, partnerships, and events.
• Optimise acquisition funnels, landing pages, sign-up flows, and conversion journeys.
• Monitor key acquisition metrics including CPI, CPA, registration conversion, activation rate, and ROI.

User Engagement & Retention

• Develop campaigns to improve user activation, engagement, retention, and repeat usage.
• Support CRM and lifecycle initiatives including onboarding, reactivation, loyalty, and rewards campaigns.
• Identify inactive user segments and implement strategies to drive re-engagement.
• Increase member participation in rewards, events, merchant offers, and referral programmes.

Campaign Management

• Coordinate campaign execution across digital, CRM, social media, content, push notifications, EDMs, WhatsApp, and partnerships.
• Work with internal stakeholders to ensure campaigns are delivered on time and meet performance targets.
• Maintain campaign calendars, trackers, reports, and post-campaign reviews.

Optimisation & Analytics

• Analyse campaign performance and user behaviour to identify growth opportunities.
• Conduct A/B testing and growth experiments on audiences, creatives, offers, channels, and user journeys.
• Recommend improvements to increase conversions, engagement, and retention while reducing acquisition costs.
• Prepare weekly and monthly performance reports for management.

Cross-Functional Collaboration

• Partner with Product and Tech teams to improve onboarding flows, tracking, referral programmes, and app experiences.
• Support merchant, loyalty, events, and partnership campaigns to drive member acquisition and engagement.
• Collaborate with creative and content teams to deliver effective campaign assets and communications.

Requirements

• Minimum 5-8 years of experience in Growth Marketing, Digital Marketing, Performance Marketing, CRM, Lifecycle Marketing, App Marketing, or User Acquisition.
• Proven experience driving app downloads, user acquisition, registrations, activation, engagement, retention, and user growth.
• Strong understanding of paid media, social media, CRM, content marketing, digital funnels, and campaign performance analysis.
• Experience managing and optimising campaigns across multiple digital channels.
• Comfortable using CRM platforms, analytics tools, dashboards, spreadsheets, and campaign tracking tools.
• Able to work closely with Product, Technology, Commercial, Loyalty, Events, Creative, and Partnership teams.
• Strong communication, stakeholder management, and project coordination skills.

Preferred Experience

• Experience in consumer-facing apps, loyalty programmes, e-wallets, fintech, marketplaces, retail, telco, mobility, or lifestyle platforms.
• Experience with customer engagement, retention, loyalty, referral, and rewards programmes.
• Familiarity with growth experiments, A/B testing, marketing automation, and conversion optimisation.