Job Description

What is this role about? Assistant Manager/Manager, Product-led Growth (PLG) will drive the user acquisition, engagement, retention, and growth for McGraw Hill digital learning products by leveraging product-led growth strategies. Reporting into Associate Director, Digital Solutions and Demand Generation, this role is pivotal in executing the growth plans for McGraw Hill Indias Digital Test Preparation business. This person will work closely with the product manager(s) and members from the technology and engineering, content and demand generation teams to identify and execute the ROI-driven PLG for digital learning products, in alignment with overall business strategy. The role requires blend of product thinking, marketing acumen, understanding of consumer psychology and data analytics. What you will be doing: 1. SCALE USER ACQUISITION Design and execute flows to scale organic user acquisition through product driven interventions like onboarding optimizations, trial experiences, referral programs, gamifications, etc. Boost product discoverability and new user traffic by creating and executing comprehensive on-page and off-page SEO plans, app store optimizations, search engine and GenAI indexing optimizations. Partner with Demand Generation team to ensure alignment between marketing efforts and PLG initiatives. 2. DRIVE USER ENGAGEMENT Identify and map user personas for target consumer segments and work on strategies to increase user engagement with the product using push notifications, email sequences, WhatsApp campaigns and gamified experiences, etc. Analyse consumption data for key product offerings to feed consumer behaviour insights into content strategy. Create channels to capture user feedback and develop insights from them to feed into the overall product roadmap. 3. USER RETENTION AND GROWTH Drive free-to-paid conversion funnel through targeted interventions. Utilize product-driven levers to up-sell and cross-sell premium products to existing users. Optimize the free-to-paid user journey, ensuring seamless transitions with compelling in-app messaging, offers, and personalized nudges. Optimize pricing strategies and freemium models to improve overall paid users funnel and ARPU(Avg Revenue per user). Collaborate with product team to identify core value propositions of premium offerings around which targeted campaigns can be planned and executed. 4. PRODUCT DATA ANALYTICS Use data to track and improve performance of product-led growth initiatives. Own the analytics and reporting of product usage, user growth, engagement, and retention metrices. Conduct in-depth analysis of user behaviour to identify opportunities for feature enhancements and product market fitment gaps. 5. EXPERIMENTATIONS AND A/B TESTING Run continuous growth experiments and A/B tests on product features, messaging, and growth campaigns. Iterate based on user behaviour insights, user feedback, and consumption data analytics. Work with Product and Engineering team to implement user flows that support P What you need to be considered: 2-3 years of experience in driving product-led growth, particularly in B2C models. Deep understanding of product design principles, user experience (UX), user interface (UI). Understanding of technology and latest trends, especially for their applications in education sector. Knowledge of SEO strategies and tools to execute them. Familiarity with product funnels, user journey mapping, and conversion strategies. Experience of A/B testing on features and campaigns, conversion rate optimization and user retention techniques. Strong analytical and problem-solving skills. Excellent written and verbal communication skills.