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Deliveroo is seeking a Senior Manager to lead the Incentives pillar within the Rider Growth function. This role owns three core engines of rider supply strategy: incentives programs, performance tracking, and target-setting models.
Key responsibilities include:
1. Referral & Reactivation Incentives: Own end-to-end strategy, performance, and budget for rider referral and reactivation incentive programs. Design governance frameworks ensuring efficient, well-targeted incentive spend across the rider lifecycle (referrals, retention, resurrection, activation). Partner with Retention & Resurrection teams to ensure joined-up incentive strategies and robust test design.
2. Performance Tracking: Own tracking of rider hours performance end-to-end, partnering across acquisition, conversion, activation, and retention teams. Work with Data Science to attribute causality to initiatives, providing senior stakeholders with accurate, defensible performance reads on supply investments.
3. Target-Setting Model: Own the rider applicant target-setting model used for acquisition forecasts vs. top-down targets. Work with Data Science and Regional Operations to improve planning accuracy and enable scenario planning with Rider Marketing to drive cost-per-applicant efficiencies.
Additional duties include weekly applicant target-setting processes, annual planning cycles, senior stakeholder reporting on performance and initiative impact, and cross-functional partnership building with Science, Regional Operations, Retention & Resurrection, and Rider Marketing teams.
You'll need strong analytical rigor to build and defend forecasting and attribution models, full ownership and follow-through on incentives and reporting, effective cross-functional collaboration skills, and the ability to distill complex narratives for senior stakeholders. Experience in Operations, Strategy & Operations, or Growth/Performance Marketing within high-growth marketplaces or on-demand businesses is essential. Proven experience owning incentive programs, budget management, ROI measurement, forecasting, target-setting, and causal measurement is required.
