Role & responsibilities
Purpose - Drive digital acquisition of referrals leads from existing members by designing seamless digital journeys, increasing member engagement, and implementing omnichannel interventions that support the offline sales process. The role will focus on maximizing referral generation, lead qualification, and conversion efficiency through digital platforms, marketing automation, CRM systems, and customer experience optimization
Key Responsibilities
Referral Growth & Lead Generation
* Develop and execute digital referral acquisition strategies across web, app, WhatsApp, email, SMS, and social channels.
* Increase the volume and quality of member-generated referrals.
* Design referral campaigns, incentives, and engagement programs to encourage advocacy.
* Create digital mechanisms that make referral submission simple and frictionless.
Customer Journey Design
* Map end-to-end member journeys and identify opportunities to generate referrals at critical touchpoints.
* Optimize app and website experiences to improve referral capture and lead conversion.
* Design omnichannel engagement journeys that integrate digital interactions with offline sales processes.
* Continuously reduce customer effort in referral submission and lead qualification.
Marketing Automation & CRM
* Build automated communication journeys through WhatsApp, email, SMS, and push notifications.
* Develop lead nurturing workflows to improve qualification rates before handoff to sales teams.
* Implement chatbot and conversational commerce solutions for referral collection and engagement.
Member Engagement
* Own digital engagement strategy for existing members.
* Develop lifecycle communication programs to improve member participation and advocacy.
* Monitor engagement metrics and recommend interventions to improve retention and referral activity.
Agency & Vendor Management
* Lead external agencies, technology partners, and digital vendors.
* Establish clear KPIs, timelines, and accountability mechanisms.
* Manage budgets and evaluate ROI of digital initiatives.
Analytics & Performance Management
* Monitor digital journey metrics, engagement rates, referral rates, lead qualification rates, and cost efficiencies.
* Use customer insights and data to continuously optimize campaigns and journeys.
Desired Skills & Experience
Technical
* Customer Journey Mapping
* CRM Platforms
* Marketing Automation Platforms
* WhatsApp Business API & chatbot automation
* App and Website Journey Optimization
* Digital Analytics
* Lead Management Systems
* Martech Stack Management
Functional
* Referral Marketing
* Customer Lifecycle Management
* Omnichannel Campaign Planning
* Digital Product Thinking
* UX/CX Optimization
* Data Analysis & Performance Marketing
* Project Management
Call center management is good to have
Behavioral
* Strong ownership mindset
* Outcome-driven and highly accountable
* Ability to challenge agencies and vendors on deliverables
* Excellent stakeholder management
* Analytical with strong problem-solving skills
* Comfortable working under number pressure in a sales-led organization where digital supports offline conversion
Success Metrics (KPIs)
* Number of referrals generated
* Referral-to-qualified-lead conversion rate
* Cost per referral
* Digital engagement rates
* Lead qualification efficiency
* WhatsApp automation effectiveness
* Member participation rates
* Revenue generated through referral channel