Performance Marketing Manager - BFSI/FinTech

Key Roles and Responsibilities:

1. Own the digital and offline channel mix to meet CTR/CPC/CPA guardrails while growing qualified demand, SIP starts, and AUM.

2. Allocate budgets with ROAS guardrails and rebalance continuously toward the highest-yielding audiences, formats, and placements.

3. Build a list of new but relevant marketing channels and experiment continually to improve the marketing mix

4. Experiment rigorously with A/B and multivariate tests across audiences, bids, creatives, and landing experiences to improve conversion.

5. Build a robust GA4/MMP measurement stack with consent-aware tagging and a clean UTM taxonomy, and publish weekly executive dashboards with funnel, CAC/SIP, cohorts, and city/channel insights.

6. Coordinate with Design and agencies to deliver on-time, on-brand, and compliant creatives, including risko meter visuals and statutory disclaimers.

7. Partner with internal IT, finance, fund management team, investor relations, and external events/organisers/advertisers to reach targets operationally & on time

8. Instrument offline channels using QR/vanity URLs and geo-lift methodologies.

9. Uphold SEBI/AMFI and DPDP requirements rigorously, manage agencies to SLAs, and document repeatable SOPs and playbooks.

10. Operationalize GenAI to produce copy and creative variants, short-form video clips, and asset resizes; to apply brand/compliance guardrails; and to measure lift versus manual baselines using Google AGA and Performance Max, Meta Advantage+, Adobe Firefly, Runway, Descript/OpusClip, and AppsFlyer MCP.

Required Qualification and Skills:

1. You bring 6-10 years of performance marketing or growth experience (BFSI/fintech experience is a good to have not a must have) with a clear record of owning budgets and delivering ROAS.

2. You are advanced in GA4, Google Tag Manager, and Looker Studio, and you are comfortable with Firebase and MMPs such as AppsFlyer or Branch, with strong attribution and funnel analysis skills.

3. You work hands-on with Google Ads, Meta Ads, and LinkedIn Ads, and you have exposure to DV360 and other programmatic platforms.

4. You integrate martech and CRM platforms (MoEngage, WebEngage, HubSpot, Segment or similar) to automate lifecycle journeys end-to-end.

5. You understand SEO/ASO fundamentals, apply sound landing-page UX principles, and are comfortable with Excel and basic SQL.

6. You collaborate smoothly with designers and agencies to ensure brand-aligned creatives, clear calls-to-action, and inclusion of mandatory mutual fund disclaimers.

7. You are fluent in operating within a regulated market, including SEBI/AMFI advertising norms, the riskometer framework, and DPDP-compliant consent practices.

8. You are GenAI-native, using AI for copy and creative (e.g. Jasper, Anyword/Persado), AI image/video (Adobe Firefly, Canva Magic, Runway, Descript/OpusClip), and platform-native

9. AI such as Google Ads' automatically created assets and Performance Max, and Meta Advantage+.