Digital Marketing Specialist

Job Title: Digital Marketing Specialist

About Finnovate: Finnovate is a holistic financial planning and wealth advisory platform. We are passionate about transforming the way Indians get personal finance advice. Our team is dedicated to providing comprehensive financial solutions that cater to the unique needs of our clients.

Employment Type: Full time

Key Responsibilities: As a Digital Marketing Specialist, you will play a crucial role in enhancing our online presence and driving engagement across various digital platforms. Your responsibilities will include:

1. Paid Advertising and Retargeting

• Plan, execute, and optimise paid campaigns on Meta (Facebook and Instagram), Google Ads (Search and Display), and LinkedIn.

• Build and manage retargeting audiences including website visitors, video viewers, and email lists across Meta and Google to move prospects through the funnel.

• Own ad spend allocation. Every rupee must be tracked against a measurable outcome.

• Analyse campaign performance weekly and present data-backed recommendations to the AVP.

2. Lead Nurturing

• Build and manage multi-channel nurture journeys for all digital leads across email, WhatsApp, and paid retargeting.

• Map nurture flows to the lead's stage of awareness: cold leads receive education-first content; warm leads receive proof and process content.

• Use retargeting ads to reinforce messaging for leads who have engaged but not yet converted.

• Set up WhatsApp touchpoints for timely, relevant follow-up without being intrusive.

• Monitor nurture performance and refine sequences based on open rates, click-throughs, and lead progression in Zoho CRM.

• The goal is simple: no digital lead should go cold due to lack of follow-up.

3. Email Marketing

• Own end-to-end email marketing: list management, segmentation, campaign creation, A/B testing, and reporting.

• Build automated drip journeys for new leads, client onboarding, and re-engagement.

• Work on Zoho Marketing, Getresponse, or Mailerlite depending on campaign requirements.

4. Lead Management and CRM

• Review incoming leads for quality by connecting with the lead owner to understand context and intent.

• Assign leads to the appropriate advisor or caller based on profile, product fit, and capacity.

• Track and report on lead conversion at two stages: lead to meeting, and meeting to conversion.

• Maintain lead data hygiene in Zoho CRM and flag drop-offs and patterns that need attention.

• Work closely with the sales team to close the feedback loop between marketing input and sales output.

5. Brand Awareness Campaigns

• Lead digital brand awareness initiatives: define the audience, select the channels, set the message, and measure reach and recall.

• Coordinate cross-channel campaigns where paid, email, nurture, and content work together toward a unified objective.

6. Competitor Analysis and Weekly Reporting

• Monitor competitor digital activity including ad creatives, messaging, channel mix, and positioning on an ongoing basis.

• Bring specific, actionable recommendations from competitor analysis to the weekly review.

• Prepare and present a structured weekly performance report covering paid campaigns, email, lead nurturing, lead funnel, and brand metrics.

• Own the marketing dashboard as the single source of truth for digital performance.

7. Design Collaboration and Content Mix

• Brief the design team on visual requirements for all campaigns: ads, landing pages, emailers, and nurture creatives.

• Provide clear, specific feedback on design outputs to ensure alignment with campaign goals and brand standards.

• Recommend the content format mix (video, static, or carousel) for each campaign based on platform behaviour and audience stage. Recommendations go to the AVP for approval.

• Participate in creative discussions with the content team on ad copy, hooks, and messaging angles.

8. Content Team Coordination

• Work with the content team to align ad creatives and campaign messaging with the broader content calendar.

• Coordinate briefing, review, and sign-off of all ad-related content before launch.

• Ensure all paid and branded content meets Finnovate's tone, positioning, and compliance standards.

Must-Have Skills

• 3 to 5 years of hands-on digital marketing experience, ideally in fintech or financial services.

• Proven track record running Meta and Google Ads campaigns with measurable outcomes.

• Solid working knowledge of retargeting: pixels, custom audiences, lookalikes, and funnel sequencing.

• Experience building multi-channel lead nurture journeys across email, WhatsApp, and paid channels.

• Experience with email marketing platforms and marketing automation workflows.

• Hands-on experience with Zoho CRM or a comparable CRM tool.

• Proficiency in Google Analytics 4 and the ability to build clear, actionable reports from data.

• Excellent written and spoken English. You will review content that goes out under the Finnovate brand.

• Strong organisational skills. You will manage campaigns, a lead pipeline, nurture sequences, and a weekly reporting cycle simultaneously.

Good to Have

• Familiarity with financial services content compliance (SEBI guidelines, AMFI standards).

• Experience with LinkedIn Ads targeting senior professionals or niche audiences.

• Understanding of landing page principles and conversion rate optimisation.

• Bachelor's degree in Marketing, Communications, or a related field.

The Person We Want

• You think in funnels, not just campaigns. You understand where each touchpoint fits in the buyer's journey.

• You treat lead nurturing as a science: the right message, the right channel, the right time.

• You are comfortable with data and can tell a clear story from a messy spreadsheet.

• You understand that financial services marketing is different from consumer marketing and you know how to work within that.

• You want to build something. This role is designed to grow into a team leadership position.

Benefits on being a part of Finnovate:

• Health Insurance: coverage including options for dependents.

• Paid Time Off: vacation days and public holidays with full pay.

• Parental Leave: paid leave for maternity, paternity, and adoption.

• Professional Development: training, workshops, and conference access.

• Performance-Based Incentives: variable pay tied to outcomes, not just activity.

• Employee Referral Programme: bonuses for bringing in great people.

• Team Events: regular outings and team-building activities.

• Sunday Comp Off: employees working Sundays are eligible for a compensatory day off.

Working Days: Monday to Saturday (Alternate Sats are off)

Working Time: 9.30 am to 6.30pm