Manager - Performance Marketing - Personal Loan

Roles & Responsibilities:

- Own all paid marketing efforts across Google, Meta (Facebook/Instagram), YouTube, and offline channels

- Understand which borrower segments perform best (from a credit and collections view), and design campaigns to reach them

- Run continuous A/B tests - creatives, audiences, copy, landing pages, everything

- Use AI-powered platforms and automation tools to improve targeting, bidding, and creative delivery

- Work closely with the Data Science team to refine acquisition models and drive precision targeting

- Collaborate with the Risk and Collections teams to ensure you're acquiring high-quality, repaying customers

- Optimize every part of the funnel - from install to disbursal to repayment

- Build dashboards with attribution tools like Appsflyer or Branch to track campaign and cohort performance

- Explore innovative and non-traditional channels - including WhatsApp, influencers, partnerships, and offline integrations

- Use creative automation tools to test and scale ad creatives rapidly

- Analyze performance across customer segments - not just for acquisition cost, but also for repayment behavior and profitability

What You'll Need:

- 4+ years of experience in digital marketing for personal loans in a fintech or NBFC

- Strong experience running campaigns on Google Ads, Meta (Facebook/Instagram), Whatsapp, YouTube

- Experience working with credit or risk teams to build smarter targeting strategies

- Familiarity with mobile app performance marketing and conversion funnels

- Ability to work hands-on with Appsflyer, Branch, Mixpanel, or similar analytics tools

- Strong analytical mindset - you use data to drive every decision

Bonus if you have:

- Worked with AI/ML-based platforms for marketing (e.g. Smartly.io, Madgicx, Segment, custom tools)

- Experience with creative automation tools to scale visual testing (e.g. Pencil, Canva + automation stacks)

- Exposure to offline acquisition channels - like DSA networks, on-ground campaigns, referral programs, or embedded finance

- Comfort running queries or pulling your own reports using tools like SQL, Google Sheets, or basic data dashboards

What Success Looks Like:

- You're acquiring the right borrowers - not just the cheapest ones

- Your acquisition cost drops over time while borrower repayment quality improves

- You're testing, learning, and improving every week - with a clear experimental mindset

- You don't just follow trends - you explore what works best for this product, this audience, right now