Deputy Manager - Digital Business Group

Experience:

5+ years in digital marketing with strong hands-on performance advertising and BFSI business understanding.

Role Overview

We’re seeking a data‑driven digital marketer who can own performance media across Google Ads, Meta Ads, and Programmatic platforms, while also steering brand campaigns that lift awareness and trust. The ideal candidate blends sharp analytical skills with BFSI domain knowledge and optimizing for qualified leads, user funnel, and lifetime value.

Key Responsibilities

1. Performance Marketing (Primary)

 - Plan, launch, and optimize campaigns across Google Ads (Search, Display, YouTube), Meta Ads (Facebook/Instagram), and Programmatic (DSPs like DV360) to drive CPL/CAC efficiency and ROAS.

 - Build full‑funnel strategies: awareness → consideration → conversion → retention (including remarketing and lookalike audiences).

 - Lead A/B and multivariate tests for creatives, audiences, bidding, placements, and landing pages to improve CVR and approved lead rate.

 - Own budget pacing, forecasting, and allocation across channels based on incrementality and marginal CAC.

 - Implement conversion tracking (GA4, GTM, ad platform pixels, offline conversions), server‑side tagging where applicable, and UTM governance.

2. Branding & Integrated Campaigns

 - Design and execute brand lift campaigns (YouTube, Programmatic, high‑impact formats) to improve reach, frequency, brand recall, and consideration.

 - Collaborate with creative teams/agencies on messaging frameworks aligned to BFSI compliance and product positioning (cards, accounts, loans, investments, insurance).

 - Use Brand Lift studies, MMM/MTA inputs, and brand health metrics to inform media mix and creative strategy.

    3. Analytics, Insights & CRO

 - Build dashboards (Looker Studio/Power BI) for real‑time visibility into CPL, CAC, CVR, ROAS, LTV, approval rate, disbursal rate and cost per  - approved account/loan.

 - Partner with Product/UX to improve landing pages & app store listings (CRO, ASO) and reduce drop‑offs.

Conduct cohort analysis; quantify incrementality via geo‑split or PSA tests where feasible.

    4. Stakeholder & Vendor Management

 - Manage agencies/DSPs/ad tech partners; set clear SLAs and measurement frameworks.

 - Work cross‑functionally with Sales, Product, Risk, Compliance, IT, Legal, and Customer Experience to align goals and solve bottlenecks.

Proven hands‑on mastery of:

 - Google Ads, Meta Ads (campaign setup, optimization, scripts/automations a plus)

 - Programmatic/DSPs (DV360, The Trade Desk, or similar)

 - Analytics & Tagging: GA4, GTM, offline conversion imports, server‑side tagging preferred.

 - Strong command of funnel metrics: CPL, CAC, CVR, ROAS, LTV, approved lead rate, disbursal rate.

 - Experience with lead gen & funnel management: Working closely with call center/ underwriting/ risk/ product for quality over quantity.

 - Tools: Looker Studio/Power BI, Excel/Sheets, Firebase/Appsflyer/Adjust/Branch (for app attribution).

Nice-to-Have:

 - Certifications: Google Ads, Meta Blueprint, DV360/The Trade Desk.

 - Experience with marketing automation/CRM and journey orchestration.

 - Experience with brand lift studies, incrementality testing, and media mix modeling.

Education:

Bachelor’s/Master’s in Marketing, Business, Analytics, or related field (or equivalent experience).

What You’ll Work On (Examples)

 - Scaling Google Search for high‑intent health insurance campaigns with RSAs, smart bidding, and first‑party audiences.

 - Running Meta prospecting & remarketing with iterative creative testing and offer framing aligned to compliance.

 - Executing Programmatic video/display for brand lift, layered with affinity/in‑market and custom segments.

 - Building a performance dashboard that unifies platform data with CRM approval/disbursal outcomes for true ROI view.