Manager - Operations Strategy

Ways of working - Mandate 3 – Employees will work full time from their base location

About Swiggy

Swiggy is India’s leading on-demand delivery platform with a tech-first approach to logistics and a solution-first approach to consumer demands. With a presence in 500+ cities across India, partnerships with hundreds of thousands of restaurants, an employee base of over 5000, a 2 lakh+ strong independent fleet of Delivery Executives, we deliver unparalleled convenience driven by continuous innovation. Built on the back of robust ML technology and fuelled by terabytes of data processed every day, Swiggy offers a fast, seamless and reliable delivery experience for millions of customers across India.

About The Role

The Manager – Lead Attribution will play a critical role in ensuring that all Delivery Partner acquisition leads are accurately attributed to their rightful sourcing channels — including Referrals, Agencies, Field, Digital Marketing, and others. This role sits at the intersection of data accuracy, channel performance measurement, and financial accountability, enabling the organization to make data-driven decisions on sourcing strategy and spend optimization.

The ideal candidate will combine strong analytical and process design skills with an ability to build real-time attribution frameworks, ensuring that every lead is correctly mapped, billed, and performance-tracked across multiple systems and vendors.

This role will also drive Root Cause Analyses (RCAs) on attribution discrepancies and continuously refine attribution logic, data pipelines, and governance models for accuracy, transparency, and efficiency.

Key Responsibilities

• Lead Attribution & Data Integrity
• Own the end-to-end process of lead attribution for all Delivery Partner acquisition channels (Referrals, Agency, Field, Digital, Influencer Mktg, etc.).
• Develop and operationalize a real-time lead attribution framework ensuring that each lead is correctly tagged at source and tracked through the funnel to onboarding.
• Ensure data accuracy and consistency between multiple systems (CRM, Product, Marketing, and Operations).
• Work closely with tech and analytics teams to automate attribution logic and reduce manual intervention.
• Regularly audit and validate attribution data to ensure zero misattribution or double-counting.
• Channel Performance Measurement
• Enable real-time monitoring of referral channel performance metrics — leads, conversion rates, cost per lead/hire, and ROI.
• Build and maintain dashboards and reports that accurately reflect channel contribution and efficiency.
• Partner with the Director – SnO to ensure data-backed decision-making for forward planning, channel optimization, and forecasting.
• Provide insights to refine budget allocations and incentive structures across lead sources based on true performance.
• Root Cause Analysis & Process Refinement
• Conduct deep-dive RCAs on lead attribution discrepancies, data mismatches, or disagreements between internal and external teams.
• Identify systemic issues and implement long-term fixes through improved logic, process automation, or tool enhancements.
• Periodically review and evolve attribution models (rule-based or data-driven) to improve accuracy as new channels or touchpoints emerge.
• Drive continuous improvement through experimentation and learnings from past attribution challenges.
• Collaboration & Governance
• Work cross-functionally with Product, Tech, Analytics, Finance, and Operations teams to align on data flows, integration points, and governance standards.
• Serve as the single source of truth for all channel attribution data and metrics for leadership reporting.
• Partner with the Referrals, OSP, and Digital teams to ensure consistent attribution methodologies and definitions across the ecosystem.
  
  

Key Skills & Competencies

• 3–4 years of experience in analytics, performance marketing operations, sales attribution, or data governance, preferably in gig-economy, logistics, or consumer-tech environments.
• Strong understanding of lead funnels, data mapping, and attribution models.
• Advanced proficiency in SQL, Excel, and at least one data visualization tool (Tableau, Power BI, Looker, etc.).
• Exceptional analytical and problem-solving skills with a structured approach to RCA.
• Strong understanding of data quality management, automation frameworks, and dashboarding tools.
• Excellent stakeholder management with a bias for accuracy, clarity, and collaboration
  
  

"We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regards to race, colour, religion, sex, disability status, or any other characteristic protected by the law"

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