Senior Manager - Digital Marketing

Senior Manager - Digital - Marketing - Mumbai - Lower Parel

Key Responsibilities

1. Performance Marketing Strategy

• Develop and execute the performance marketing strategy aligned with business growth objectives.
• Drive customer acquisition, lead generation, and digital loan disbursements through scalable marketing programs.
• Identify growth opportunities across digital platforms and emerging performance channels.
• Manage budget allocation across channels to optimize cost-per-acquisition (CPA), cost-per-lead (CPL), and return on ad spend (ROAS).

2. Channel Management

Plan and optimize campaigns across key performance channels including:

• Paid Search (Google Ads / Bing)
• Paid Social (Meta, LinkedIn, YouTube)
• Programmatic Display
• Affiliate Marketing
• Native Advertising
• App Install Campaigns
• Marketplaces / Aggregators
• Performance video campaigns

Continuously test new channels, platforms, and growth opportunities.

3. Campaign Optimization & Experimentation

• Design and run A/B tests across creatives, audiences, landing pages, and bidding strategies.
• Optimize campaigns based on conversion performance, audience signals, and behavioural insights.
• Work with creative teams to build high-performing ad creatives and landing pages.
• Implement continuous experimentation frameworks to improve marketing efficiency.

4. Data Analytics & Attribution

• Build and monitor performance dashboards across key marketing KPIs.
• Analyze campaign performance using tools such as Google Analytics, Adobe,  Mobile attribution platforms like Adjust, and marketing dashboards.
• Develop multi-touch attribution frameworks to evaluate marketing effectiveness.
• Generate actionable insights to improve marketing efficiency and ROI.

5. Marketing Technology & Data Integration

• Work closely with data and technology teams to strengthen the marketing technology stack.
• Ensure accurate tracking through pixels, SDKs, APIs, and conversion events.
• Integrate CRM, CDP, and marketing platforms to enable audience-based marketing.
• Implement automation and AI-led optimization for campaign performance.

6. Collaboration with Product & Brand Teams

• Partner with product teams to align marketing campaigns with product launches and growth priorities.
• Collaborate with brand marketing to ensure performance campaigns strengthen brand equity while delivering conversions.
• Translate brand campaigns into performance-driven digital programs.

7. Agency & Partner Management

• Manage performance marketing agencies and platform partners.
• Ensure strong governance on campaign execution, reporting, and optimization.
• Drive accountability on business outcomes and efficiency metrics.

8. Budget & ROI Management

• Own and manage the performance marketing budget.
• Track cost efficiency metrics such as:
  • Cost per Lead
  • Cost per Acquisition
  • Customer Lifetime Value vs Acquisition Cost
• Optimize spend allocation to maximize revenue impact.