Job Purpose Leads the transformation of the Consumer Durable app funnel into a high-efficiency revenue engine by optimizing traffic quality, reducing conversion friction, and institutionalizing AI-driven targeting. Accountable for measurable uplift in Digital performance and disbursal growth. Duties and Responsibilities • Acts as Category Growth Owner (Digital P&L mindset) – drives app-led revenue contribution for Consumer Durables, similar to a marketplace category lead. • Owns end-to-end digital demand funnel (Traffic ? Engagement ? Consideration ? Store ? Disbursal) • Drives selection & visibility strategy through brand/category segmentation and targeted discovery. • Optimizes digital shelf placement via banner, search, and merchandising interventions • Improves conversion architecture by diagnosing drop-offs and increasing funnel velocity. • Builds data-led growth playbooks leveraging predictive targeting and AI-driven personalization • Leads O2O monetization strategy, turning digital intent into store-level: marketplace seller conversion & fulfillment efficiency. • Influences traffic quality strategy, aligning MAU and downloads toward high-propensity users • Establishes business attribution framework, directly linking app interventions to disbursal uplift. • Operates as cross-functional business orchestrator, aligning analytics, product, and operations toward category revenue growth Required Qualifications and Experience Required Skills & Experience • 15-16 years in App Marketing / Growth / Performance Marketing • Strong understanding of mobile app funnel analytics • Experience owning end-to-end funnel metrics • Advanced Excel / BI dashboarding skills • Strong cross-functional coordination ability • Data storytelling & review presentation expertise • Understanding of consumer durable retail ecosystem preferred Preferred Skills • Business & Category Thinking • AI-led personalization exposure • Funnel Architecture & Optimization • Advanced Analytics • Cross-Functional Leadership Behavioral Competencies • High ownership mindset • Structured problem-solving • Strategic Agility • Data-Driven Decision Making • Talent Development • Strong communication & review readiness • Analytical thinking with execution speed