Digital Marketing Manager

Job Requirements

Role/ Job Title: Digital Marketing Manager

Function/ Department: Digital Acquisition

Job Purpose:

IDFC FIRST Bank is seeking a highly analytical and technically proficient Manager for Digital Marketing. This role is a cornerstone of the Digital Acquisition team, responsible for optimizing multi-channel funnels through rigorous data engineering, attribution modeling, and strategic experimentation. In this role, candidate will go beyond traditional reporting to act as a Data Storyteller. Candidate will be responsible for architecting our analytics ecosystem, maintaining absolute data sanctity, and translating complex behavioral data into compelling insights that drive strategic decision-making. Your goal is to bridge the gap between raw data and executive action through advanced visualization and diagnostic storytelling.

Roles & Responsibilities:

• Data Storytelling & Strategic Insight Discovery
• Narrative Construction: Transform fragmented metrics into cohesive data stories that explain the why behind user behavior and funnel performance.
• Insight Synthesis: Proactively identify non-obvious growth opportunities and friction points through cross-channel data synthesis (GA4 + Clevertap + CRM).
• Stakeholder Influence: Deliver high-impact presentations to Performance Marketing, Product, and Senior Leadership, translating technical findings into clear, jargon-free business recommendations.
• Attribution Management & Data Governance
• Attribution Modeling: Design and manage multi-touch attribution (MTA) frameworks to evaluate the incremental impact of digital campaigns across Search, Social, Programmatic, and Affiliate channels.
• Channel Mapping Sanctity: Act as the primary owner of marketing taxonomy. Ensure the absolute sanctity of UTM structures and source-medium mapping to maintain a seamless data flow between GA4, Clevertap, and internal CRM systems.
• Tracking Integrity: Conduct regular audits of tracking implementations via Google Tag Manager (GTM) to eliminate data leakage and ensure a single source of truth for all performance reporting.
• Mobile measurement tool: Know how of Appsflyer, managing end-to-end attribution logic and OneLink deep-linking to ensure a seamless user journey from discovery to account opening.
• Technical Analytics & Data Engineering
• Cloud Analytics: Leverage Google BigQuery to perform deep-dive analysis on raw GA4 data, bypassing standard UI limitations to uncover granular user behavioral patterns.
• Database Mastery: Utilize advanced SQL to merge disparate datasets (on-site behavior + back-end disbursement data) to provide end-to-end funnel visibility.
• Dashboard Automation: Architect and maintain automated performance dashboards (Looker Studio/Tableau) to provide real-time insights to the acquisition team.
• Conversion Rate Optimization (CRO)
• Experimentation Roadmap: Lead the end-to-end A/B testing lifecycle, from data-driven hypothesis generation to technical execution and post-test statistical validation.
• Funnel Analysis: Identify high-friction points in digital application journeys using heatmaps, session recordings, and advanced funnel visualization.
• Retention Orchestration: Utilize Clevertap to analyze user cohorts and optimize automated nudges to re-engage prospects at critical drop-off stages.
• Stakeholder Consultancy
• Strategic Insights: Translate complex technical data into actionable narratives for Performance Marketing, Product, and UX teams regarding traffic quality and user friction.
• Feedback Loops: Proactively advise creative and media teams on high-performing segments to refine targeting and creative strategies.
  
  

Education Qualification:

Graduation: Degree in Marketing, Business Administration, or related field

Post-graduation: MBA

Experience:

• 2 to 5 years of relevant experience in Web Analytics, CRO, or product management. preferably within BFSI or services catering to BFSI.
• Expert proficiency in GA4 (Google Analytics 4), and Clevertap
• Advanced SQL (mandatory) and experience with Google BigQuery
• Proven experience with A/B testing platforms (e.g., VWO, Optimizely or Adobe Target)