About the role

The role is responsible for driving activation of new to platform users and optimizing their graduation journey on Careem's platform.

The role holder will leverage strategic thinking, advanced data analytics and understanding of consumer behavior to attract, onboard, and manage new users on the Careem Platform while ensuring superior user experience and optimizing acquisition costs.

What you’ll do

New User Acquisition:

• Lead the design and execution of highly targeted marketing initiatives to attract high-value new users across Careem’s platform.
• Utilize robust analytics and market research to identify and act on user acquisition trends and opportunities, ensuring strategies are tailored to audience behavior and regional nuances.
• Drive efficiency in performance marketing by continuously optimizing campaigns, channels, and audience segmentation to minimize CAC (Cost per Acquisition).

Early lifecycle journey Optimization:

• Craft early lifecycle consumer journey to minimize churn and maximize retention during the first few interactions with the platform.
• Analyze user behavior to pinpoint drop-off and friction areas, ensuring seamless experiences through cross-functional collaboration with Product, CRM, and Ops
• Develop personalized onboarding flows and in-app nudges tailored to user segments, promoting quicker activation and deeper engagement.
• Own and monitor critical retention metrics (e.g., Day-1, Day-7 retention rates), leveraging insights to continuously refine the early journey experience.

Analysis and Insights

• Lead the Exploratory Data Analysis (EDA), A/B testing and predictive analytics to uncover trends, patterns, and initial insights at channel, platform and campaign level
• User Behavior Analysis: Analyze user activity, segment performance, and identify key behavior trends to support new user growth and engagement

Growth Hacking and monitoring

• Lead initiatives to unlock exponential growth and activation rates by building scalable attribution models and developing cohort specific user journeys
• Track and iterate on north star metrics like activation rate and CLTV (Customer Lifetime Value)
• Engage with regional marketing teams to understand regional nuances and ensure relevance across different markets
• Partner with the Product, Tech, and CRM teams to develop growth loops that drive sustainable user acquisition and engagement.
• Regularly report on growth marketing performance to key stakeholders, ensuring alignment with company goals.

What you'll need

• Bachelor’s or Master’s degree in Marketing, Engineering, Data Science, or a related field
• 4-6 years of experience in growth marketing, user acquisition, or lifecycle management within a tech-first organization and/or large Scale B2C startup (Food delivery, e-commerce, gaming)
• Prior experience of handling P&L responsibilities for a large vertical/multi-vertical setup
• Well versed in data mining, statistical modeling and advanced data analysis
• Strong hold of Python, SQL and data visualization tools (Power BI, VBA, Tableau) and Powerpoint
• Strong understanding of A/B Testing, Regression Analysis, User Segmentation, Cohort analysis and churn/attrition modeling, CLTV models
• Demonstrated experience in applying behavior analytics principles to growth models
• Familiarity with machine learning models for growth prediction and user segmentation is a plus.