Digital Marketing Manager

ROLE PURPOSE

The Digital Marketing Manager is responsible for leading the digital media agenda for Muthoot FinCorp ONE, with a dual mandate of strengthening brand consideration and driving customer acquisition.

The role owns digital media strategy, planning, execution and optimisation across paid channels and is responsible for ensuring that media investments deliver against clearly defined marketing and business objectives.

The incumbent will manage digital media agencies and partners, recommend deployment of approved budgets across channels and campaigns, and continuously improve media effectiveness based on performance.

A key requirement of the role is to connect digital media activity with downstream business outcomes. The role will therefore maintain visibility across the customer funnel from impressions and reach through traffic, leads, applications, conversions and disbursals, working with relevant internal teams to understand and improve performance.

The immediate scope is Muthoot FinCorp ONE, with the potential for the role to progressively support the broader Muthoot FinCorp digital media mandate.

KEY ACCOUNTABILITIES

1. Digital Media Strategy

• Translate brand and business objectives into integrated digital media strategies.
• Define the appropriate combination of channels, audiences, formats and campaign objectives.
• Develop media strategies across Google, Meta, programmatic, online video and other relevant paid digital channels.
• Balance investments between brand-building and customer-acquisition objectives.
• Identify emerging digital media opportunities and recommend their application to Muthoot FinCorp ONE.

Outcome: A clearly defined digital media strategy that delivers both brand impact and customer acquisition.

2. Digital Brand Building

• Develop paid media strategies for key brand and product campaigns.
• Build audience strategies designed to deliver effective reach and frequency amongst priority customer segments.
• Partner with Brand and Content teams to ensure creative ideas are effectively translated into digital media.
• Drive amplification of key campaigns across relevant digital platforms.
• Track indicators such as reach, frequency, engagement, video consumption, branded search and consideration.

Outcome: Sustained improvement in Muthoot FinCorp ONE's visibility and consideration amongst priority customer audiences.

3. Customer Acquisition

• Plan and manage acquisition campaigns across search, social, display, video, affiliates and other relevant digital channels.
• Drive traffic, leads, journey initiations and applications for priority Muthoot FinCorp ONE propositions.
• Continuously optimise campaigns across audiences, creatives, placements, platforms and bidding strategies.
• Balance acquisition volumes with lead quality, conversion and cost efficiency.
• Build effective prospecting and conversion campaign structures.

Outcome: Scalable and cost-efficient acquisition of customers with demonstrable contribution to business volumes.

4. Full-Funnel Media Effectiveness

• Define appropriate KPIs across each stage of the funnel.
• Track media-generated customers through downstream business outcomes.
• Work with Business, Product and Analytics teams to understand lead quality and conversion.
• Identify significant funnel drop-offs and determine whether interventions are required across media, audience, communication or customer journeys.
• Use downstream conversion information to improve future media decisions.
• Build a clear understanding of digital media's contribution to customer acquisition and disbursals.

Outcome: Media decisions increasingly optimised against business outcomes rather than platform-level metrics alone.

5. Media Planning & Investment Management

• Develop annual, quarterly and campaign-level digital media plans.
• Recommend allocation of approved budgets across platforms, campaigns and objectives.
• Recommend reallocation of spends based on campaign performance and changing business priorities.
• Monitor utilisation and ensure adherence to approved budgets.
• Maintain appropriate governance over campaign spends, approvals and reporting.
• Continuously identify opportunities to improve the effectiveness and efficiency of media investment.

Outcome: Disciplined allocation of digital media investment with demonstrable improvements in effectiveness and efficiency.

6. Agency & Partner Management

• Develop clear agency briefs linked to marketing and business objectives.
• Evaluate media recommendations, audience strategies and campaign plans.
• Challenge agency recommendations where required and independently assess opportunities for improvement.
• Ensure campaigns are launched accurately, on time and within approved budgets.
• Establish structured agency performance reviews.
• Hold partners accountable for campaign delivery, optimisation, reporting and agreed outcomes.

Outcome: High-quality agency output with strong accountability for performance and execution.

7. Measurement, Analytics & Optimisation

• Establish campaign dashboards and regular performance reviews.
• Monitor metrics including reach, frequency, CPM, CPC, CTR, CPL/CPA, conversion rates and downstream business conversion.
• Analyse performance across channels, campaigns, audiences, creatives and propositions.
• Conduct structured experiments across media strategies, audiences, formats and creative executions.
• Translate campaign data into clear recommendations and actions.
• Build learnings from completed campaigns into future media planning.

Outcome: Continuous improvement in digital media performance supported by robust measurement and experimentation.

EXPERIENCE & QUALIFICATIONS

Experience

• 58 years of relevant experience in digital marketing, media planning or performance marketing.
• Demonstrated experience managing paid digital campaigns across major digital platforms.
• Experience spanning both brand-led digital media and performance/customer-acquisition marketing.
• Experience managing digital media agencies and evaluating media recommendations independently.
• Strong understanding of digital media planning, audience strategy, campaign optimisation and measurement.
• Experience working with customer acquisition funnels and downstream conversion metrics.
• Exposure to BFSI, fintech, consumer internet, telecom, e-commerce or other high-volume consumer businesses preferred.

Education

MBA/PGDM or equivalent postgraduate qualification in Marketing, Business or a related discipline preferred.

KNOWLEDGE & CAPABILITIES

• Digital media strategy and planning
• Paid search and paid social
• Programmatic and online video
• Audience planning and segmentation
• Brand and performance media
• Media economics and budget allocation
• Customer acquisition
• Campaign measurement and optimisation
• Digital funnel analysis
• Agency management
• Experimentation and performance improvement
• Data interpretation and commercial decision-making

Familiarity with attribution and digital analytics platforms is desirable. Deep technical ownership of marketing technology implementation is not a requirement for the role.