Deputy General Manager - Growth and Martech

Tata Motors; Mumbai; On-site; INR 4,200,000 - 6,000,000; Full time

Job summary

Tata Motors in Mumbai seeks a Lead Growth & Martech to drive end-to-end digital growth across the customer funnel using data, tech, lifecycle marketing and experimentation.

You will own Martech charter, journey optimisation, website growth, segmentation and automation to maximise conversions within Tata Motors Passenger Vehicles.

Qualifications

• Mandatory - BE/B.Tech or MBA.
• Minimum 9 years of experience in Growth Marketing, Martech, CRM, or Digital Growth.
• Experience with Martech platforms like WebEngage, CleverTap, Netcore.
• Proven ability in customer segmentation and journey orchestration.

Responsibilities

• Own end-to-end digital growth strategy across the customer lifecycle.
• Develop scalable growth initiatives using data and experimentation.
• Design and optimise customer journeys across channels (WhatsApp, Email, SMS, pushes).
• Drive lifecycle marketing to maximise customer value across the journey.
• Foster experimentation with A/B testing across journeys and campaigns.

Skills

Strong analytical skills

Customer data interpretation

Lifecycle marketing

Digital marketing & funnel mgmt

Analytics tools GA4/Mixpanel/Tableau

Stakeholder management

Commercial acumen

Leadership & project mgmt

Education

BE/B.Tech

MBA

Tools

WebEngage

CleverTap

Netcore

Job description

SUMMARY

The Lead Growth & Martech will be responsible for driving end-to-end digital growth across the customer funnel by leveraging data, technology, customer lifecycle marketing and experimentation. The role will own the Martech charter, customer journey optimisation, website growth, customer segmentation, marketing automation and funnel conversion across Tata Motors Passenger Vehicles.

The incumbent will lead the organisation's growth agenda by combining customer insights, analytics and technology to design scalable growth strategies, improve customer experience and maximise conversion across the digital ecosystem.

Working closely with Performance Marketing, Website, Product, Analytics, Sales, Customer Experience and Technology teams, the role will be responsible for building a data-led growth engine that continuously improves business performance through experimentation, automation and customer-centric innovation.

TECHNICAL SKILLS

• Strong analytical and problem-solving skills with a high degree of numerical orientation.
• Ability to interpret customer data and translate insights into scalable business and growth strategies.
• Deep understanding of customer lifecycle marketing and marketing automation.
• Strong knowledge of digital marketing, customer acquisition and funnel management.
• Hands-on experience with analytics and visualisation tools such as GA4, Mixpanel, Tableau or similar platforms will be preferred.
• Excellent stakeholder management and cross-functional collaboration skills.
• Strong commercial acumen with an ability to balance customer experience and business outcomes.
• High ownership with a bias for execution and continuous improvement.
• Excellent leadership, communication and project management capabilities.

JOB DESCRIPTION

ROLE PURPOSE

• The Lead Growth & Martech will be responsible for driving end-to-end digital growth across the customer funnel by leveraging data, technology, customer lifecycle marketing and experimentation.
• The role will own the Martech charter, customer journey optimisation, website growth, customer segmentation, marketing automation and funnel conversion across Tata Motors Passenger Vehicles.
• The incumbent will lead the organisation's growth agenda by combining customer insights, analytics and technology to design scalable growth strategies, improve customer experience and maximise conversion across the digital ecosystem.
• Working closely with Performance Marketing, Website, Product, Analytics, Sales, Customer Experience and Technology teams, the role will be responsible for building a data-led growth engine that continuously improves business performance through experimentation, automation and customer-centric innovation.

KEY RESPONSIBILITIES

Growth Strategy & Funnel Optimisation

• Own the end-to-end digital growth strategy across the customer lifecycle.
• Continuously identify opportunities to improve acquisition, engagement and conversion across the funnel.
• Develop scalable growth initiatives using customer data, behavioural insights and experimentation.
• Work closely with Performance Marketing teams to improve lead quality and acquisition efficiency through intent-based targeting and funnel insights.

Martech & Customer Lifecycle Marketing

• Own the Martech ecosystem and customer engagement strategy.
• Design and optimise customer journeys across channels including WhatsApp, Email, SMS, RCS, Push Notifications and other digital touchpoints.
• Build customer segmentation and cohort strategies to improve engagement, nurturing and conversion.
• Drive lifecycle marketing initiatives to maximise customer value across the purchase journey.

Customer Data & Analytics

• Analyse customer behaviour, campaign performance and funnel metrics to identify business opportunities.
• Leverage data to formulate growth strategies, improve conversion and strengthen overall marketing effectiveness.
• Develop dashboards, reporting frameworks and business reviews to enable data-driven decision making.
• Drive attribution, lift studies and performance measurement across growth initiatives.

Website & Digital Experience

• Partner with Website Product and Technology teams to continuously improve the digital customer experience.
• Identify customer friction points and optimise website journeys through UX improvements, personalisation and experimentation.
• Support the development of intuitive, largely unassisted customer journeys that improve conversion while reducing dependency on assisted channels.

Experimentation & Continuous Improvement

• Foster a culture of experimentation across the growth function.
• Drive A/B testing across customer journeys, communication strategies, landing pages, website experiences and lifecycle campaigns.
• Evaluate business impact of experiments and scale successful initiatives.

KEY KPIS

• Funnel conversion improvement
• Growth in digital enquiries and qualified leads
• Customer engagement and lifecycle performance
• Customer journey completion rates
• Website conversion rate
• Campaign lift and incremental business generated
• Customer retention and re-engagement
• Marketing automation effectiveness
• Reduction in acquisition cost through funnel optimisation
• Experiment velocity and business impact

QUALIFICATIONS

Mandatory - BE/B.Tech or MBA

EXPERIENCE

• Minimum 9 years of experience in Growth Marketing, Martech, CRM, Customer Lifecycle Marketing or Digital Growth.
• Strong hands-on experience with Martech platforms such as WebEngage, CleverTap, Netcore or equivalent marketing automation platforms.
• Proven experience in customer segmentation, cohort management and journey orchestration.
• Experience in driving growth through funnel optimisation, customer analytics and experimentation.
• Strong understanding of digital marketing channels including Performance Marketing, CRM and customer acquisition.
• Experience in leading cross-functional teams and managing multiple stakeholders.
• Experience in automotive, e-commerce, internet or consumer technology businesses will be preferred.