Regional Marketing Manager

Roles and Responsibilities

The Regional Marketing Manager will be responsible for developing and executing regional marketing strategies that drive customer acquisition, lead generation, brand visibility, branch productivity, and business growth across the assigned geography.The role will partner closely with Sales, Product, Branch, Digital Marketing and Corporate Marketing teams to translate business objectives into market-specific initiatives. The incumbent will use local market insights, customer segmentation and campaign analytics to optimize marketing spends and improve ROI.

Key Responsibilities

• Develop the annual and quarterly marketing plan for the assigned region in alignment with overall business and brand strategy.
• Identify regional growth opportunities based on customer segments, competition, market potential and business performance.
• Customize national campaigns to address regional customer behaviour, language and market dynamics.
• Build city, cluster and branch-level marketing plans based on business priorities.
• Plan and execute campaigns to generate qualified leads for relevant lending and financial products.
• Drive customer acquisition through a mix of digital, BTL, branch marketing, partnerships, events and local activations.
• Work closely with Sales teams to monitor lead quality, conversion and campaign effectiveness.
• Develop initiatives for new customer acquisition as well as cross-sell and repeat business from existing customers.
• Partner with Regional Business Heads, Cluster Heads and Branch Managers to identify market-specific requirements.
• Enable branches with appropriate marketing collateral, campaigns, customer engagement programs and local visibility initiatives.
• Develop hyperlocal marketing programs for high-potential and underperforming locations.
• Establish a structured feedback mechanism between Sales and Marketing to continuously improve campaign outcomes.
• Conceptualize and execute customer meets, dealer/channel partner programs, roadshows, branch activations, local events and other BTL initiatives.
• Identify high-potential catchments and develop activation plans for them.
• Manage regional agencies, vendors and activation partners while ensuring execution quality and brand consistency.
• Evaluate activations based on leads, conversions, cost per acquisition and incremental business generated.
• Collaborate with the central digital team to execute geo-targeted digital campaigns.
• Leverage social, search, WhatsApp/SMS, CRM and other appropriate channels for customer acquisition and engagement.
• Ensure effective integration of digital campaigns with branch and field-level activities.
• Track digital lead funnels from acquisition through conversion.
• Own and manage the regional marketing budget.
• Allocate budgets across markets and channels based on business potential and expected returns.
• Monitor campaign performance against defined KPIs.
• Improve marketing efficiency through rigorous measurement of ROI, CPL, CAC, lead-to-login and conversion metrics.
• Ensure appropriate vendor governance, commercial negotiations and reconciliation.

Candidate Profile

• 7 to 12 years of marketing experience, preferably within NBFCs, banks, fintechs, insurance, lending or broader financial services.
• Strong exposure to regional/local marketing and customer acquisition.
• Experience managing multiple cities, branches or clusters will be preferred.
• Demonstrated experience in BTL, lead generation, digital campaigns and sales enablement.
• Experience marketing products such as Home Loans/LAP, Gold Loan, would be advantageous.