Associate Director - Growth - Groceries

Careem is building the Everything App for the greater Middle East, making it easier than ever to move around, order food and groceries, manage payments, and more. Careem is led by a powerful purpose to simplify and improve the lives of people and build an awesome organisation that inspires. Since 2012, Careem has created earnings for over 2. 5 million Captains, simplified the lives of over 70 million customers, and built a platform for the region's best talent to thrive and for entrepreneurs to scale their businesses. Careem operates in over 70 cities across 10 countries, from Morocco to Pakistan.

About the role

The role is responsible for spearheading the growth strategy for the grocery business, driving user engagement, retention, and revenue through innovative growth campaigns and data-driven initiatives.

This role specifically focuses on scaling the grocery vertical by leveraging platform synergies, partnerships, and localized marketing efforts.

What you'll do

• Design and implement a comprehensive growth strategy for the grocery vertical, covering user engagement, retention, and revenue growth.
• Identify and prioritize high-impact growth opportunities based on market analysis, customer insights, and competitive benchmarking.
• Align growth plans with organizational objectives, ensuring consistent progress towards revenue and market share targets.

Advanced Customer Segmentation and Personalization

• Utilize data-driven approaches to build detailed customer segments based on behavior, demographics, and purchasing patterns.
• Implement cohort analysis to track user behavior over time, identify trends, and develop targeted retention and engagement strategies.
• Develop tailored marketing initiatives for different customer cohorts, ensuring personalized experiences that drive higher engagement and loyalty.
• Design behavior-based triggers for lifecycle marketing, ensuring timely and personalized communications that improve customer satisfaction and retention.

Customer engagement, Retention and Loyalty

• Create and execute initiatives to enhance customer engagement and retention, focusing on repeat purchases, basket size growth, and customer loyalty.
• Build and scale personalized engagement and retention strategies using insights from user behavior, preferences, and transaction data.
• Implement rewards programs, subscription models, or gamification features to increase user stickiness and lifetime value.

Data-Driven Growth Optimization

• Monitor and analyze key growth metrics (e. g. , OPU, ARPU, conversion rates) to identify trends, gaps, and opportunities.
• Implement predictive analytics to anticipate customer needs and proactively engage users with relevant offers and experiences.
• Partner with engineering and product teams to develop dashboards and attribution models to track the performance of growth initiatives.
• Use A/B testing and experimentation frameworks to iterate and optimize campaigns across channels

Market-Specific Customization

• Collaborate with regional teams to tailor growth strategies to local market dynamics, ensuring relevance and resonance with target audiences.
• Develop geo-specific promotional strategies to capitalize on local customer preferences and competitive landscapes.
• Identify and onboard regional partners (e. g. , grocery chains, retailers) to enhance reach.

What you'll need

• Bachelor's or Master's degree in Marketing, Engineering, Data Science, or a related field
• 8+ of experience in growth marketing, with a focus on e-commerce, grocery delivery, or tech platforms
• Hands-on experience with tools like Google Ads, Meta Ads Manager, SQL, Tableau, or Looker.
• Well versed in data mining, statistical modeling and advanced data analysis
• Strong understanding of A/B Testing, Regression Analysis, User Segmentation, Cohort analysis, churn/attrition modeling , CLTV models
• Proficiency in analyzing and leveraging metrics such as CAC, LTV, ARPU, and conversion rates.
• Excellent communication and stakeholder management skills,
• Deep understanding of grocery market trends, customer behavior, and competitive landscapes

What we'll provide you

We offer colleagues the opportunity to drive impact in the region while they learn and grow. As a full time Careem colleague, you will be able to:

• Work and learn from great minds by joining a community of inspiring colleagues.
• Put your passion to work in a purposeful organisation dedicated to creating impact in a region with a lot of untapped potential.
• Explore new opportunities to learn and grow every day.
• Work 4 days a week in office & 1 day from home, and remotely from any country in the world for 30 days a year with unlimited vacation days per year. (If you are in an individual contributor role in tech, you will have 2 office days a week and 3 to work from home. )
• Access to healthcare benefits and fitness reimbursements for health activities including gym, health club, and training classes.

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