Job Role and Responsibilities:
- Campaign Strategy & Ownership
- Develop and execute performance marketing strategy across Meta (Facebook, Instagram, Audience Network) and Google Ads (Search, Display, YouTube, Performance Max).
- Drive full-funnel marketing initiatives to achieve customer acquisition, activation, and revenue growth across financial products (equities, derivatives, mutual funds, IPOs, etc.).
- Define and implement audience segmentation strategies including prospecting, retargeting, and lookalike audiences.
- Plan and manage campaign budgets effectively to maximize ROI and align with business goals.
- AI & Automation Integration
- Leverage AI tools (e.g., ChatGPT, Gemini, Claude) for campaign ideation, copy generation, and optimization.
- Drive automation through platform capabilities such as Google Smart Bidding and Meta Advantage+.
- Build data-driven feedback loops to continuously improve targeting, personalization, and campaign outcomes.
- Campaign Execution & Optimization
- Manage end-to-end campaign lifecycle including setup, execution, bidding strategies, creative optimization, and performance monitoring.
- Track and optimize key metrics such as CTR, CPC, CPA, ROAS, and conversion rates.
- Conduct structured A/B testing across creatives, landing pages, and audience segments.
- Identify and resolve campaign inefficiencies including ad fatigue, frequency issues, and declining engagement.
- Data Analytics & Insights
- Implement and manage tracking frameworks using Google Tag Manager, GA4, Meta Pixel, and conversion APIs.
- Analyze campaign performance data to generate actionable insights and improve decision-making.
- Develop dashboards and reports using tools such as Excel, Power BI, Tableau, or Looker Studio.
- Evaluate campaign effectiveness using experimentation frameworks (A/B testing, incrementality analysis).
- Creative Strategy & Collaboration
- Work closely with creative teams to design high-performing, data-backed ad creatives and messaging.
- Drive innovation across formats including video, display, search, and app campaigns.
- Continuously refine creative strategies based on performance insights.
- Compliance & Governance
- Ensure all marketing activities comply with regulatory guidelines (SEBI, AMFI, IRDAI, RBI) and platform policies.
- Coordinate with legal/compliance teams for approvals on creatives and campaigns.
- Stay updated on evolving digital advertising policies, especially in financial services.
- Stakeholder & Team Management
- Collaborate with cross-functional teams including product, analytics, technology, and business units.
- Manage relationships with external partners such as media agencies, platform representatives (Google, Meta), and vendors.
- Mentor and guide junior team members, ensuring high performance and capability building.
Qualification:
- Bachelor's degree in Marketing, Business, Engineering, or a related field.
- MBA or equivalent qualification preferred.
- Certifications in Google Ads, Meta Blueprint, or similar platforms will be an added advantage.
Experience and Skills:
- 918 years of experience in performance marketing, preferably within BFSI, fintech, or high-growth digital businesses.
- Good understanding of financial products such as equities, derivatives, mutual funds, and IPOs.
- Awareness of regulatory frameworks governing financial advertising (SEBI, AMFI, IRDAI, RBI).
- Demonstrated experience in managing large-scale campaigns across Meta and Google platforms.
- Proven track record of driving measurable outcomes in customer acquisition, engagement, and revenue growth.
- Strong expertise in Google Ads (Search, Display, YouTube, Performance Max) and Meta Ads ecosystem.
- Proficiency in analytics tools such as Google Analytics (GA4), Google Tag Manager, and attribution platforms.
- Experience in reporting and visualization tools including Excel, Power BI, Tableau, or Looker Studio.
- Working knowledge of SQL or data analysis is a plus.
- Familiarity with AI tools (ChatGPT, Gemini, Claude) and their application in performance marketing.
- Understanding of marketing automation, attribution models, and customer data platforms (CDPs).
- Strong analytical thinking and problem-solving capabilities
- High ownership, result orientation, and attention to detail.
- Excellent communication and stakeholder management skills.
- Ability to thrive in a fast-paced, data-driven environment.
