Head Digital Marketing

Key Responsibilities

1. Marketing & Growth Strategy

• Own the overall marketing and growth strategy across digital acquisition, conversion, retention, and repeat customer growth.
• Define marketing goals, budgets, KPIs, channel strategy, and growth plans aligned with business objectives.
• Build scalable acquisition strategies across multiple loan products, brands, customer segments, and geographies.
• Identify new growth opportunities across channels, products, customer cohorts, and markets.
• Work closely with Business, Product, Technology, Credit, Operations, and Finance teams to drive overall business growth.

2. Performance Marketing & Customer Acquisition

• Lead performance marketing across Google Ads, Meta Ads, and other digital acquisition channels.
• Own campaign strategy, budget allocation, CAC/CPA, lead quality, application rate, approval rate, disbursal rate, and ROI.
• Develop strategies to scale acquisition while maintaining sustainable customer acquisition costs.
• Continuously optimize campaigns based on the complete funnel rather than only leads or clicks.
• Work with technology and analytics teams to improve attribution, tracking, audience segmentation, and campaign-level reporting.
• Evaluate new acquisition channels and emerging digital marketing opportunities.

3. CRM & Lifecycle Marketing

• Own customer engagement and lifecycle marketing across WhatsApp, SMS, Push Notifications, and other communication channels.
• Build automated journeys for customers who drop off at different stages of the loan journey.
• Lead the use of platforms such as CleverTap, WebEngage to create personalized nudges and automated customer journeys.
• Measure the incremental impact of lifecycle communication on application, conversion, and disbursal.
• Develop re-application, repeat-loan, repayment, retention, and cross-sell campaigns.
• Segment customers based on behavior, loan history, eligibility, engagement, and lifecycle stage.

4. Creative & Content Strategy

• Lead the creative strategy for performance marketing campaigns across static, video, motion graphics, and other formats.
• Work closely with designers, motion graphic designers, video editors, and content teams to develop high-performing creatives.
• Establish a structured creative testing framework covering hooks, messaging, formats, CTAs, customer pain points, and visual concepts.
• Analyze creative performance and continuously improve campaign assets based on data.
• Ensure communication is aligned with the brand, product proposition, customer segment, and applicable regulatory requirements.

5. Affiliate & Partner Marketing

• Build and manage affiliate and performance-partner acquisition programs.
• Develop partner acquisition models, commercial structures, KPIs, and performance benchmarks.
• Monitor lead quality, conversion, disbursal, payout, and ROI by partner.
• Identify and scale high-performing partners while improving underperforming partner relationships.
• Work closely with Finance and Operations teams on partner reconciliation, invoices, payouts, and performance validation.
• Establish a culture of experimentation, data-driven decision-making, and continuous optimization.
• Coordinate closely with Product, Technology, Credit, Operations, Finance, and Business teams.

6. Brand & Product Marketing

• Develop positioning and communication strategies for different loan products and customer segments.
• Ensure consistency across website, advertising, CRM communication, social media, and other customer touchpoints.
• Work with Product and Business teams on the launch and marketing of new financial products.
• Translate complex financial products into simple, customer-friendly propositions.Role & responsibilities

Preferred candidate profile