1.
Performance Marketing Strategy & Ownership:
* Own and drive the performance marketing strategy across channels (Google, Meta, programmatic, OEMs).
* Manage large-scale acquisition budgets with a strong focus on ROI, CAC, and payback periods.
* Scale user acquisition across mutual funds, equities, and derivatives segments.
2.
User Acquisition & Funnel Optimization:
* Build and optimize full-funnel campaigns—from awareness to conversion (app installs, KYC completion, first trade/investment).
* Improve conversion rates across onboarding journeys (demat account opening, SIP setup, trading activation).
* Continuously refine targeting, creatives, and landing experiences.
3.
Data-Led Growth & Experimentation
* Leverage analytics frameworks (A/B testing, attribution modeling, cohort analysis) to drive decision-making.
* Identify funnel drop-offs and optimize user journeys across acquisition and activation stages.
* Partner with analytics teams to build robust LTV, CAC, and ROI models.
4.
Channel Expansion & Innovation:
* Identify and scale new acquisition channels (OEM partnerships, fintech alliances, influencer-led growth).
* Experiment with emerging formats such as video commerce, vernacular campaigns, and content-led acquisition.
* Drive innovation in performance marketing through automation and AI-driven optimization.
5.
Product & Marketing Integration:
* Work closely with Product and business teams to improve landing pages, onboarding flows, and conversion journeys.
* Influence product features that enhance acquisition and activation (e.g., simplified KYC, personalized onboarding).
* Align marketing campaigns with product releases and feature launches.
6.
Retention & Lifecycle Marketing (Support Role):
* Collaborate with CRM and lifecycle teams to improve activation and early retention.
* Enable seamless transition from acquisition to engagement journeys (SIPs, trading behavior).
7.
Stakeholder Management & Leadership:
* Collaborate cross-functionally with Product, Analytics, and Business teams.
* Present campaign performance, insights, and growth opportunities to senior leadership.
* Build and mentor a high-performing performance marketing team.
Key KRAs / Success Metrics:
* Cost per acquisition (CPA) and Customer Acquisition Cost (CAC)
* Conversion rates across funnel stages (install → KYC → activation)
* Volume of new users (demat accounts, SIP registrations, traders)
* ROI and payback period on marketing spends
* Contribution to overall user growth and revenue