Agency Growth Strategy Manager

Job description

Agency Growth Strategy Manager Role Overview The Agency Business Growth Strategy Manager will develop and execute strategies to improve agent activation, productivity, engagement, and retention, thereby driving NOP and GWP growth across the agency channel. The role requires a digital-first mindset and will use business data, agent insights, sales campaigns, incentive and loyalty programs, learning interventions, and digital capabilities to translate growth opportunities into scalable initiatives. Key Responsibilities • Develop annual and quarterly agency growth plans covering agent acquisition, activation, productivity, retention, and reactivation. • Segment agents based on lifecycle stage, vintage, productivity, potential, engagement, geography, and product mix to identify targeted growth opportunities. • Design interventions for new, low-productivity, high-potential, and dormant agents to improve activation, time to first sale, and NOP/GWP per agent. • Identify business, behavioural, and field-level barriers affecting agent productivity and develop scalable solutions. • Design sales campaigns, contests, recognition programs, incentive structures, and loyalty initiatives that generate incremental and sustainable business. • Monitor campaigns conducted by Regional Business Heads and evaluate their performance based on incremental NOP/GWP, agent activation, productivity improvement, target achievement, and ROI. • Identify the factors contributing to campaign success or underperformance and recommend appropriate improvements. • Convert high-ROI regional campaigns into repeatable playbooks and replicate them across comparable markets. • Develop lifecycle-based engagement and reactivation strategies using personalized communication and nudges across digital and assisted channels. • Use agent research, surveys, field feedback, and behavioural data to identify unmet needs and improve agent engagement. • Adopt a digital-first approach while designing growth initiatives and identify opportunities to use digital platforms, automation, personalization, and analytics to improve scale and effectiveness. • Track digital innovations and agent-facing initiatives introduced by competitors and other distribution-led businesses, and translate relevant learnings into actionable recommendations. • Partner with Product and Technology teams to develop capabilities for campaigns, incentives, loyalty, segmentation, nudging, and performance tracking. • Conduct cohort, funnel, geography, vintage, and campaign analyses to identify growth opportunities and measure the incremental impact of interventions. • Coordinate execution across Agency Sales, Product, Marketing, Analytics, Finance, L&D, Operations, Technology, and field leadership. • Present periodic performance reviews, competitive insights, growth opportunities, and recommendations to Agency Sales and senior leadership. Qualifications and Experience • MBA or postgraduate qualification in Business, Marketing, Strategy, Analytics, or a related discipline. • 610 years of experience in growth strategy, sales strategy, business planning, distribution strategy, product management, consulting, or analytics. • Experience in insurance, banking, fintech, consumer lending, telecom, e-commerce, or another distribution-led business is preferred. • Experience in designing and evaluating sales campaigns, incentive programs, loyalty initiatives, segmentation, or lifecycle-management programs. • Strong understanding of business-performance measurement, campaign ROI, and growth analytics. • Ability to analyse large datasets and translate insights and market developments into scalable business interventions. • Strong stakeholder-management skills, with the ability to work effectively with senior leadership, cross-functional teams, and geographically distributed sales teams. Ideal Candidate A commercially oriented and data-driven growth strategist with a strong digital-first mindset. The candidate should be able to analyse agent and campaign performance, understand relevant digital and competitive developments, design innovative growth interventions, and work with Product, Technology, and field sales teams to implement them. The person should also be capable of identifying successful practices and replicating them across suitable markets to deliver measurable NOP and GWP growth.