Main Duties:
Responsible for driving user acquisition, engagement, and retention across all marketplace verticals at Be Group. Design and execute end-to-end growth strategies — from new user acquisition, lifecycle activation and re-engagement — ensuring sustainable GMV growth, healthy demand-side unit economics, and a compelling user experience.
Responsibilities:
- Lead & Develop the Growth Engine: Own and manage the Demand and Growth teams end-to-end — setting team OKRs, coaching talent, and building a high-performance culture focused on growing a loyal, multi-service user base that engages deeply across all Be marketplace verticals.
- Drive Full-Funnel User Growth: Design and execute strategies across the entire user lifecycle — acquisition, activation, retention, and resurrection — leveraging promotions, vouchers, referral programs, and loyalty mechanics to maximize order volume, MAU, and the long-term revenue value of each user; monitor daily/weekly burn performance, flag budget variances, and recommend trade-offs between short-term growth and long-term sustainability.
- Own Demand Planning & Investment Allocation: Build demand forecasts by city, vertical, and time slot using scenario-based models; design and execute burn and incentive allocation frameworks that reward users who transact frequently across multiple services, optimizing cost-to-serve and ROI; develop dashboards for real-time demand and spend tracking, identify under/overspend risks, and lead post-mortems on investment-heavy campaigns.
- Drive Data-Informed Decision Making: Define and own growth and demand KPIs — with particular focus on cross-vertical usage depth, transaction frequency, and the cumulative value a user generates over their journey with Be; collaborate with the Data squad for forecast accuracy and dashboard development to guide investment allocation and campaign optimization.
- Align Cross-Functional Stakeholders: Partner with Product, Marketing, Vertical Management, Supply Economics, Business Development, and Operations to build a unified user growth ecosystem where users are motivated to explore and transact across all Be services; conduct ongoing market and competitor analysis — pricing structures, promotions, new service models — to inform planning and maintain Be's competitive edge.
Requirements:
- Experience: 4–6 years in demand planning, growth, or investment strategy — preferably in e-commerce, ride-hailing, or super-app environments; demonstrated experience designing programs that deepen user engagement beyond a single vertical or use case.
- Analytical & Modeling Skills: Proficiency in Excel/SQL, BI tools, and statistical methods; ability to build scenario-based forecast models and translate data into decisions.
- Growth & Spend Management: Proven track record managing promotion budgets at scale, with a clear focus on optimizing ROI while building user habits.
- Business Acumen: Solid ability to balance short-term investment with long-term profitability; able to articulate that trade-off clearly to senior stakeholders.
- Collaboration & Communication: Excellent cross-functional communication skills with the ability to align diverse stakeholders — Product, Data, Marketing, Operations, and Vertical teams — around a shared growth vision centered on sustainable, high-value user engagement across the full Be ecosystem.
What We Look For:
We value mindset as much as skillset. The ideal candidate is hands-on, willing to dive into the details, and resilient in a high-growth environment. You are naturally curious, eager to experiment and learn quickly. You take ownership, challenge assumptions with data, and balance analytical thinking with decision-making.
Success Metrics
- Burn efficiency and ROI of promotion investment spend.
- Cost per order/trip (CPO) effectiveness.
- Customer Lifetime Value
- Budget discipline and variance control.
- Contribution to GMV uplift and profitability improvement
