Role/ Job Title: Specialist-Digital Marketing
Function/ Department: Social & Digital Platforms
Job Purpose:
Drive a high-impact influencer and creator ecosystem to build brand salience, trust, and business outcomes for IDFC FIRST Bank. This role will lead the end-to-end strategy, execution, and optimization of creator-led content across platforms.
Roles & Responsibilities:
1. Influencer Strategy & Roadmap
- Build and own the influencer marketing charter aligned to brand and business goals
- Define role of creators across the funnel: awareness, consideration, and conversion
- Identify priority platforms (Instagram, YouTube, LinkedIn, etc.) and content formats
2. Creator Ecosystem Development
- Build and manage a diverse creator network (finance, lifestyle, regional, emerging creators)
- Identify and onboard high-potential micro and macro influencers
- Develop long-term partnerships vs one-off collaborations
3. Content & Campaign Leadership
- Lead concept development for influencer-led campaigns (educational, product-led, storytelling)
- Ensure platform-native, insight-driven content (short-form, reels, YouTube formats, etc.)
- Drive integration of influencers into key brand IPs and campaigns
4. Performance & ROI
- Define success metrics across reach, engagement, consideration, and conversions
- Track, analyze, and optimise creator performance and content effectiveness
- Work closely with performance marketing to drive measurable business outcomes
5. Compliance & Brand Governance
- Ensure all influencer content adheres to BFSI regulations and brand guidelines
- Build frameworks for disclosures, claims, and responsible communication
6. Cross-functional Collaboration
- Partner with brand, product, digital, and regional teams for integrated campaigns
- Work with agencies and platforms for scale and execution excellence
Education Qualification:
Post-graduation: Master's degree in marketing, Communications or related field.
Experience:
- 8–12 years of experience in influencer marketing, content, or digital strategy.
- Strong understanding of social platforms, creator economy, and content trends.
- Experience in scaling influencer programs with measurable impact.
- Ability to balance creativity with performance and compliance (BFSI experience preferred).
- Strong network within creator and agency ecosystem.
