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 transparent 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

📌 Referral Marketing & Automation Manager (Mumbai)
🏢 Club Mahindra
📍 Mumbai