App Management, Lead

About the Company

Our client is an emerging, independent health insurance provider being established in India through a collaboration between a prominent global insurance group and a leading Indian technology and healthcare organization. This initiative merges extensive expertise in insurance and financial services with advanced technology and healthcare solutions. The team is focused on creating a no-legacy, greenfield health insurance enterprise, prioritizing customer experiences designed with empathy and uniqueness.

About the Role

We are seeking an App Management - Lead to join the Marketing team in Mumbai. In this role, you will transform the mobile app into a pivotal platform for customer acquisition, engagement, service, wellness, and retention. You will oversee mobile app strategy, growth initiatives, engagement marketing, customer experience enhancements, analytics, AI-driven personalization, and cross-functional program management.

Key Responsibilities

• Establish and drive the vision, roadmap, and growth strategy for the app in alignment with business and brand objectives.
• Take ownership of and continuously enhance app journeys, including onboarding, policy purchase, servicing, claims, wellness, engagement, renewals, and cross-selling.
• Boost app downloads, registrations, activation, and adoption through a mix of paid, owned, earned, partner, and distribution channels.
• Create personalized lifecycle programs utilizing push notifications, in-app messaging, WhatsApp, email, SMS, and AI-driven interventions to enhance engagement and retention.
• Leverage AI, predictive analytics, recommendation engines, and conversational interfaces to provide relevant customer experiences.
• Lead App Store Optimization (ASO) efforts, focusing on discoverability, rankings, ratings, reviews, and conversion rates.
• Collaborate closely with Product and Technology teams to enhance usability, navigation, content architecture, and accessibility.
• Incorporate wellness, health management, product, service, and educational content within the app.
• Monitor app performance metrics, including installs, MAU, DAU, activation, retention, engagement, conversion, and customer satisfaction.
• Utilize behavioral analytics, customer feedback, research, and experimentation to identify areas for improvement.
• Manage relationships with agencies, technology partners, and analytics vendors.
• Work across Product, Technology, Distribution, Analytics, Servicing, Claims, Legal, Compliance, Wellness, and Customer Experience teams to ensure seamless, regulator-compliant journeys.

Required Qualifications and Experience

• Master's degree in Marketing, Digital Business, Product Management, Technology, or a related discipline.
• 8 to 10 years of experience in mobile app management, digital product growth, customer engagement, lifecycle marketing, digital analytics, or digital experience roles.
• Proven track record in managing consumer mobile apps, demonstrating success in driving adoption, engagement, retention, and business results.
• Experience in a regulated or trust-oriented sector such as insurance, healthcare, banking, fintech, e-commerce, or consumer technology.
• Strong knowledge of mobile analytics platforms, customer journey tools, experimentation frameworks, and engagement technologies.
• Familiarity with AI-driven personalization, recommendation systems, and conversational user experiences.
• Experience in ASO, app marketing, mobile growth, and performance evaluation.
• Excellent analytical, project management, stakeholder management, and agency leadership abilities.
• Outstanding communication and storytelling skills, with the capacity to translate customer insights into actionable strategies.

You Will Excel in This Role If You

• Are passionate about creating digital experiences that enhance customers' health and insurance journeys.
• Are data-driven and enjoy addressing challenges through experimentation.
• Are hands-on, detail-oriented, and capable of managing multiple initiatives simultaneously.
• Are comfortable navigating ambiguity and fast-paced environments, taking ownership of outcomes in a zero-to-one build.
• Are enthusiastic about the opportunity to develop a health and wellness platform from the ground up.