Job Requirements
Role/ Job Title: Digital Marketing Manager
Function/ Department: Digital Acquisition
Job Purpose:
IDFC FIRST Bank is seeking a highly analytical and technically proficient Manager for Digital Marketing. This role is a cornerstone of the Digital Acquisition team, responsible for optimizing multi-channel funnels through rigorous data engineering, attribution modeling, and strategic experimentation. In this role, candidate will go beyond traditional reporting to act as a Data Storyteller. Candidate will be responsible for architecting our analytics ecosystem, maintaining absolute data sanctity, and translating complex behavioral data into compelling insights that drive strategic decision-making. Your goal is to bridge the gap between raw data and executive action through advanced visualization and diagnostic storytelling.
Roles & Responsibilities:
- Data Storytelling & Strategic Insight Discovery
- Narrative Construction: Transform fragmented metrics into cohesive data stories that explain the why behind user behavior and funnel performance.
- Insight Synthesis: Proactively identify non-obvious growth opportunities and friction points through cross-channel data synthesis (GA4 + Clevertap + CRM).
- Stakeholder Influence: Deliver high-impact presentations to Performance Marketing, Product, and Senior Leadership, translating technical findings into clear, jargon-free business recommendations.
- Attribution Management & Data Governance
- Attribution Modeling: Design and manage multi-touch attribution (MTA) frameworks to evaluate the incremental impact of digital campaigns across Search, Social, Programmatic, and Affiliate channels.
- Channel Mapping Sanctity: Act as the primary owner of marketing taxonomy. Ensure the absolute sanctity of UTM structures and source-medium mapping to maintain a seamless data flow between GA4, Clevertap, and internal CRM systems.
- Tracking Integrity: Conduct regular audits of tracking implementations via Google Tag Manager (GTM) to eliminate data leakage and ensure a single source of truth for all performance reporting.
- Mobile measurement tool: Know how of Appsflyer, managing end-to-end attribution logic and OneLink deep-linking to ensure a seamless user journey from discovery to account opening.
- Technical Analytics & Data Engineering
- Cloud Analytics: Leverage Google BigQuery to perform deep-dive analysis on raw GA4 data, bypassing standard UI limitations to uncover granular user behavioral patterns.
- Database Mastery: Utilize advanced SQL to merge disparate datasets (on-site behavior + back-end disbursement data) to provide end-to-end funnel visibility.
- Dashboard Automation: Architect and maintain automated performance dashboards (Looker Studio/Tableau) to provide real-time insights to the acquisition team.
- Conversion Rate Optimization (CRO)
- Experimentation Roadmap: Lead the end-to-end A/B testing lifecycle, from data-driven hypothesis generation to technical execution and post-test statistical validation.
- Funnel Analysis: Identify high-friction points in digital application journeys using heatmaps, session recordings, and advanced funnel visualization.
- Retention Orchestration: Utilize Clevertap to analyze user cohorts and optimize automated nudges to re-engage prospects at critical drop-off stages.
- Stakeholder Consultancy
- Strategic Insights: Translate complex technical data into actionable narratives for Performance Marketing, Product, and UX teams regarding traffic quality and user friction.
- Feedback Loops: Proactively advise creative and media teams on high-performing segments to refine targeting and creative strategies.
Education Qualification:
Graduation: Degree in Marketing, Business Administration, or related field
Post-graduation: MBA
Experience:
- 2 to 5 years of relevant experience in Web Analytics, CRO, or product management. preferably within BFSI or services catering to BFSI.
- Expert proficiency in GA4 (Google Analytics 4), and Clevertap
- Advanced SQL (mandatory) and experience with Google BigQuery
- Proven experience with A/B testing platforms (e.g., VWO, Optimizely or Adobe Target)
