Role Purpose
The Associate Director / Senior Manager – Growth Marketing will own the growth marketing engine for The Panel Station, covering acquisition, activation, engagement, reactivation, retention, active User growth, and proprietary panel contribution in a consumer space.

The role is responsible for building a scalable and people-independent growth function where smaller cross-trained teams can deliver outcomes without depending on one person.

The role is responsible for building a high-performing, people-independent growth
marketing engine that delivers business outcomes through paid marketing, organic growth, SEO, email marketing, social media, affiliate/partner channels, reactivation campaigns, and cross-trained POD-based execution.

This role is not only a campaign execution role. It is a growth ownership role responsible for ensuring that the assigned brand has enough recruited, active, engaged, retained, and responsive Users to support business objectives.

Key Objectives of the Role
To build and manage a scalable growth marketing function for TPS that: Increases survey participation and completion from Users of Panel Station
• Increases high-quality User acquisition
• Improves active User base
• Improves reactivation and retention
• Reduces dependency on paid recruitment wherever possible
• Improves proprietary panel contribution
• Creates cross-trained teams that are not dependent on one person
• Works closely with Business Teams, Brand Communications, Social Media, Product, Tech, Sampling, Support, and Incentives teams

Key Responsibilities
1. Proprietary Panel Contribution
• Improve contribution from the internal proprietary panel.
• Work with Sampling and Panel Business teams to increase internal panel usage.
• Identify underused or overused panel segments.
• Improve panel responsiveness and reduce avoidable dependency on external sample sources.

2. Growth Strategy
• Own annual, quarterly, and monthly growth plans for TPS.
• Build channel-wise strategies across paid, organic, SEO, email, social, affiliates, partnerships, referrals, and reactivation.
• Align growth plans with business demand, country priorities, audience gaps, and
panel availability.
• Ensure growth activity supports active User growth, survey participation, and
proprietary panel contribution.

3. User Acquisition
• Drive new User registrations through paid, organic, SEO, email, social, affiliate,
partner, and referral channels.
• Ensure recruitment is demand-led and not random.
• Use paid recruitment only where required.
• Track cost per registration, cost per activated User, channel quality, and source
wise performance.
• Improve the quality of acquisition by ensuring new Users become active and participate.

4. Activation, Engagement, Reactivation and Retention
• Move new Users from registration to first meaningful action.
• Increase survey attempts, profiler completion, polls, quizzes, pulse survey
participation, app activity, and engagement actions.
• Run reactivation campaigns for dormant Users.
• Improve repeat participation and reduce User drop-off.
• Work with engagement and retention teams to maintain a healthy active panel base.

5. Channel Performance and Optimization
• Track and improve performance across paid, organic, email, social, affiliate, partner, referral, app, SMS/WhatsApp, and reactivation channels.
• Identify which channels bring quality Users.
• Scale low-cost and high-quality channels.
• Reduce dependency on expensive or low-performing channels.
• Optimize funnel movement from clicking to registration, activation, participation,
and repeat activity.

6. Cross-Functional Collaboration

Work closely with:
• Business Teams for demand and audience gaps
• Sampling for internal panel usage and invite efficiency
• Brand Communication and Social Media for growth and engagement
communication
• Product and Tech for landing pages, app journeys, tracking, notifications, and
survey invite delivery
• Design for campaign creatives and visual assets
• Incentives for reward communication and User trust
• Support for recurring User issues

Required Experience and Skills

• 10–14 years of experience in growth marketing with end-to-end ownership.
• Hands-on experience in growth marketing, digital marketing, performance
marketing, CRM, lifecycle marketing, user growth, user acquisition, or community
growth.
• Experience in consumer growth, or digital product growth will be preferred.
Important Skills Required
• Growth marketing strategy
• Paid, organic, SEO, email, social, affiliate, and partner marketing understanding
• Funnel marketing and analytics
• Retention and reactivation strategy
• Campaign planning and optimization
• Reporting and dashboards
• Cross-functional collaboration
• Team management
• SOP creation and process discipline
• People development and cross-training