Fydaa - Head - Marketing (7-12 yrs)

About Fydaa:

Fydaa is a SEBI-registered investment advisory firm based in Mumbai, India. It offers personalized financial planning and ETF-driven multi-asset portfolios tailored to individual financial profiles. Fydaa emphasizes user control over finances, providing tools to balance income and expenses, and offers investments in Indian and global stocks, fixed income, real estate, and gold through a single brokerage account. The platform also ensures customer data privacy and security

What are we looking for:

- We are seeking a forward-thinking and performance-driven Head of Marketing to lead our marketing strategy in the Financial Advisory sector. This role demands a balance of strategic insight; deep understanding of consumers' investment thought process and financial markets and a strong grasp of modern marketing tools.

- The ideal candidate will lead TTL (Through The Line) campaigns, utilize AI-powered insights to improve targeting and efficiency, and ensure marketing efforts are aligned with ethical and sustainable practices. A strong track record in customer acquisition, digital engagement, and regional market penetration-especially in Tier 2 and Tier 3 cities.

What you will do:

Integrated TTL Campaign Management:

- Design and implement comprehensive TTL (Through The Line) campaigns combining ATL (TV, radio, print, outdoor) and BTL (branch-level activations, financial literacy camps, events) to build trust and generate leads in both urban and semi-urban areas.

Client Acquisition & Education:

- Develop strategies to attract HNIs, salaried individuals, SMEs, and first-time investors. Create informative campaigns that educate potential clients about financial planning, wealth management, tax strategies, and retirement planning.

Market Penetration:

- Understand customer behaviour and design marketing campaigns that educate, attract, and convert customers, where financial literacy and personalized advisory services are in growing demand.

AI-Powered Insights & Workflow Optimization:

- Utilize AI and marketing automation tools to segment clients, personalize communication, optimize campaigns, and streamline marketing workflows.

Digital & App Engagement:

- Drive app installs and usage of digital advisory platforms. Analyze key metrics like app downloads, session times, drop-offs, and deletions to improve customer retention and engagement.

Content & Thought Leadership:

- Oversee the development of high-quality content including blogs, webinars, whitepapers, and financial guides that reinforce the brand's credibility and attract inbound leads.

Lead Generation & Sales Support:

- Drive qualified lead generation through digital and offline channels, working closely with product and sales teams to align messaging and offerings.

Programmatic Marketing:

- Drive end-to-end programmatic advertising campaigns by leveraging data, optimizing media buys across DSPs, and collaborating cross-functionally to maximize performance and ROI.

Budgeting & ROI Management:

- Allocate and manage multi-channel marketing budgets with a keen focus on ROI, regulatory compliance, and cost-effectiveness. Ensure efficient spend and track ROI across all channels.

Team Leadership & Cross-Functional Collaboration:

- Lead a results-oriented marketing team. Work closely with advisory, compliance, sales, and product teams to align marketing efforts with business goals.

Sustainable & Ethical Marketing:

- Uphold transparent, compliant, and ethical marketing practices. Champion initiatives that promote responsible investing and long-term financial well-being.

Key Skills & Requirements:

- Proven experience leading TTL marketing campaigns in the Financial industry

- Strong understanding of financial products (Equity, debts, mutual funds, etc.)

- Experience with MarTech, AI-based marketing platforms, CRM, and campaign automation

- In-depth knowledge of Tier 2/3 market dynamics and customer behaviour

- Proficiency in analyzing campaign performance and making data-driven decisions

- Commitment to ethical marketing, consumer education, and regulatory adherence

- Strong leadership, communication, and stakeholder management skills

Preferred Qualifications:

- MBA in Marketing, Finance, or related field

- Exposure to fintech is a plus

- Experience in programmatic marketing

- Certification in digital marketing, analytics, or financial planning is a plus