Unit Head - Marketing

About the Role :

We are looking for a performance-driven marketer who can turn social media into a measurable lead generation engine for a rapidly growing NBFC. You will own paid campaigns across Meta platforms, manage our social media presence, track leads from ad impression to loan disbursement and protect our brand reputation online.

If you have run CPL-based campaigns, know your way around Meta Ads Manager and can connect social media activity to real business outcomes - this role is for you.

Paid Lead Generation :

• Plan, set up and optimize paid campaigns on Facebook and Instagram for loan products - Personal Loan, Disha Home Loans, Loan Against Property & Business Loan
• Manage monthly ad budgets for products - allocate and reallocate based on weekly CPL performance
• Drive lead acquisition through dedicated product landing pages and campaign microsites, ensuring alignment with product objectives and customer segments
• Continuously optimize landing page performance through Conversion Rate Optimization (CRO) initiatives including form optimization, content enhancements, CTA testing, page layout improvements and user journey refinement
• Define and execute audience targeting per product - age, geography, income bracket, interest /behavioral signals
• Set up and maintain campaign tracking architecture including Meta Pixel, Conversion API, Google Analytics, UTM tagging and event tracking for end to end attribution
• Run retargeting campaigns targeting website visitors, video viewers and lead form openers
• Track every lead end-to-end - form fill > hot/cold > login > disbursement - in coordination with Sales and CRM
• Monitor and optimize campaign performance daily against key KPIs including CPL, Cost per Login, Cost per Sanction, Cost per Disbursal, Conversion Rate and ROAS
• Conduct regular A/B testing of creatives, ad copies, audience segments, landing pages, forms and CTAs, documenting learnings and implementing improvements

Social Media Management :

• Own Instagram, Facebook and LinkedIn - content calendar, agency briefing and posting discipline as per the defined process
• Content Calendar is planned a month in advance: calendar drafted, reviewed and approved internally before the month begins, with creative briefs submitted to the agency ahead of go-live
• Brief agency per post - hook, format, CTA, UTM link, target audience, product
• Identify high-performing, trending content every month and brief agency to replicate format and approach
• Own a monthly customer story pipeline - coordinate with Sales for 2 real customer reels per month
• Own LinkedIn content strategy across 3 pillars - thought leadership, EVP, milestones, employer branding

Role : Unit Head

Grade : AVP/SM