Senior Manager / AD - Performance Marketing

Role Overview:

As the Performance Marketing Leader, you will own the end-to-end performance strategy, paid media deployment, and bottom-of-funnel optimization with a sharp focus on CPFT, Cost Per Loan Disbursal etc.

You will lead high-intent acquisition campaigns, manage low-cost partner and affiliate networks, build cross-sell growth engines via CRM (WhatsApp, PN, IAN), and work side-by-side with Product teams to optimize sign-up and transaction conversion funnels.

Key Responsibilities:

1. First-Transaction-Led Acquisition & Scale

● CPFT-Driven Campaign Strategy: Design, execute, and scale high-intent paid campaigns across

Google Ads (ACE/UAC), Meta, Programmatic, and DSPs—optimizing bidding strategies directly

for First UPI Payment (CPFT) rather than app downloads.

● High-Intent Channel Mix: Build and scale low-cost acquisition channels, particularly affiliate

networks, co-branded partnerships, and direct performance partners, bound by strict CPFT and

action-level cost caps.

● Database & Pre-Approved Re-engagement: Deploy remarketing and re-engagement engines to

convert warm/pre-approved databases into active transacting users across lending (superCash)

and cards (superCard).

2. Cross-Selling & Multi-Product Monetization

● Cross-Product Monetization: Drive bottom-of-funnel activation loops cross-selling high-LTV

products (Credit, Loans, Fixed Deposits) to active UPI payment users.

● Lifecycle & Trigger-Based Marketing: Partner with CRM teams to build triggered, intent-driven

cross-sell journeys across WhatsApp, Push Notifications (PNs), and In-App Notifications (IANs)

timed around real-time user spend behaviors.

● Product-Led Growth (PLG) Loops: Design incentive-aligned referral programs that incentivize

active transactions (e.g., first payment or FD booking) rather than simple app invites.

3. Funnel Optimization & Downstream Conversion

● Product-Led Funnel Fixes: Partner directly with Product and Design teams to optimize sign-up

flows, bank linking (UPI onboarding), KYC completion, and checkout UX to drop drop-off rates

between install and first transaction.

● Measurement & Attribution: Own MMP event mapping (Branch) to track deep post-install

events (bank link success, first transaction success, loan disbursal) and pass postbacks to ad

networks for algorithmic CPFT bidding.

4. Unit Economics & Leadership

● Unit Economic Accountability: Maintain total ownership of marketing budgets, enforcing

monthly CPFT and product activation caps while expanding volumes.

● Process & Alignment: Establish tight cross-functional processes between Marketing, Product,

and Analytics teams for fast campaign iteration.

Requirements & Qualifications:

● Experience: 6–10 years of performance marketing experience in Fintech, Payments,

Neo-banking, or High-Growth Consumer Tech.

● CPFT/CPA Focus: Track record of scaling performance campaigns where success was evaluated

on downstream monetary transactions (CPFT, Cost Per Disbursal) rather than installs or

sign-ups.

● Technical Bidding Expertise: Deep understanding of programmatic ad bidding, custom event

postbacks, Google ACE/UAC event optimization, Meta conversion API (CAPI), and affiliate

attribution models.

● CRM & Lifecycle Integration: Proven experience leveraging internal push channels (WhatsApp,

IAN, PN) using platforms like CleverTap or MoEngage to shorten the window between install and

first transaction.

● Analytical Precision: Strong data orientation - ability to analyze cohort behavior, drop-offs per

onboarding step, and blended CAC vs. LTV metrics.