job detailsJob Purpose The Head of Digital Marketing position is a leadership role and will take ownership and accountability to drive and manage all Digital Marketing Sub-functions. Responsible for Growth of the following DM Channels Social Media Performance Marketing (Paid / Owned / Earned) including Analytics of the same Influencer Marketing including Analytics SEO ORM KPIs The key KPI will revolve around owning the P&L for the digital business and ensuring a seamless digital outreach experience for online acquisitions and engagement. Your main focus will be to optimize conversion, and the performance of the conversion journey via content and performance marketing. The position will drive all digital customer acquisition and engagement campaigns with clearly spelt out deliverable Key Accountabilities Execute our strategy for digital acquisition across owned, paid and organic channels Plan, execute and measure experiments through funnel analysis Identify, test and optimize the best channels to drive low cost of acquisition (CoA) Establish strong tracking across all customer interactions Own the consumer journey funnel from impressions to final conversion Setup systems to analyse weekly and monthly campaign performance Recommend and execute optimizations on target lists, creative, offers, etc. Drive continuous improvements in messaging and channel placement to increase response rates Drive engagement led campaigns to boost awareness / consideration scores at an overall brand level (with focus on social channels) Job Duties & responsibilities Developing an Annual Go-to-market Strategy and Forecasting and breaking it down to Monthly and Weekly deliverables and driving its execution across all sub-functions including STP (segmentation, targeting and positioning) Annual Budgeting & Forecasting and breaking it down into quarterly, monthly and weekly deliverables and tracking the effectiveness of spent budgets including RoAS, RoI, CoA Driving innovation by way of media / creative or process innovation with the use of MarTech tools. Should be able to evaluate the use of different tools either for measurement, analytics, engagement or streamlining of DM processes Ownership of Customer Life-cycle campaigns to deepen engagement and cross-sell of products Key Profile Requirements- MBA in Digital Marketing Proven Digital Marketing experience of 12-15 years, preferably with Capital Markets brands or Investment led brands within the BFSI industry. Alternatively, you may have worked extensively on BFSI and Capital Markets clients if from an agency! Demonstrable experience leading and managing SEO/SEM, Event Based Drip Campaign Marking, Marketing with databases, email, social media and/or display advertising campaigns Up-to-date with the latest trends and best practices in online marketing and measurement Strong analytical skills and data-driven thinking Experience in setting up and optimizing Google Analytics and Google Suite of Marketing product Experience in implementation of MarTech Tools (like MMP, Omni-channel marketing, SEO tools etc Working knowledge of ad serving tools Experience with A/B and multivariate experiments Experience in optimizing landing pages and user funnels Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivat ...
