Muthoot Finance - Head - Digital Marketing (10-20 yrs)

Head of Digital Marketing (Grade - AGM)

Role & responsibilities

Building of the Organization:

- Hire and onboard talented professionals with expertise in digital marketing space e.g. SEO, performance marketing, marTech stack etc

- Drive Digital Acquisition and cross-sell

- Drive 3X-4X lead generation through various digital marketing campaigns for retail loan products e.g., PL, GL Drive lead to conversion ratio for multiple financial products Identify & target specific customer segments for personalized digital marketing initiatives across channels Monitor top and mid funnel and drive optimizations. e.g., landing page optimization.

- Launch and manage digital campaigns across platforms e.g. SMS, Email, WhatsApp for multiple communication channels

- YouTube, meta, google for other external channels

- Monitor and optimize CPL, CPM and CAC. (Aspire to reach best in class benchmark numbers)

- Define media spends budget strategy for digital campaigns

- Manage relationships with external agencies/ vendors to enhance the efficiency, utilization and value for money

- Portfolio and performance management

- Forecast marketing campaign growth and ROI for marketing campaigns; review performance of various marketing partners involved. - Use Google Analytics, Google AdWords and other relevant sites to analyse the performance on response rates, traffic and pickup

- Proactively take corrective action basis data trends - Ensure the top management is updated on the key performance metrics on a pre-defined cadence and participate in top management steering committees on digital space

- Drive Customer Value

- Understand the customer journey mapping and plan digital marketing strategies aligned to the journey for driving acquisition and customer experience across digital products.

- Shape the operating model

- Prioritize initiatives/campaigns to deliver maximum impact - Emden the digital know how and new age practices within the Muthoots ecosystem for innovative strategies and digital mind-set Lead the digital marketing garage (with marketing, campaigns, portfolio/user growth and tech solutions team) to drive weekly problem solving and alignment on key priorities - Work closely with creative and media agency along with key internal stakeholders for driving the identified initiatives

- Innovations, Market Scan and Industry Recognition

- Innovate and present new marketing platforms and strategies - Continuously track digital marketing innovations in Banking and Non-Banking (relevant) space and work out suitable strategies to roll out digital campaigns/partnerships/ features for the Muthoot - Ownership of improving Industry recognition of Muthoots digital marketing initiatives via Awards, Articles,

- Events Participation, Seminars, etc.

- Craft a strategic plan for the MarTech stack. Which includes choosing the most suitable MarTech tools and platforms to meet the organization's needs

- Leverage the MarTech stack to optimize digital marketing efforts. Use data analytics and reporting tools to track campaign performance, make data-driven adjustments, conduct A/B testing, and continuously improve ROI

Preferred candidate profile

- 10+ years of experience in full spectrum of digital marketing space e.g., SEO, performance marketing, social media marketing etc in large banks/ NBFCs/fintech

- Led cross-functional teams of 5-10+ members across channel, marcomm, martech etc

- Experience of scaling up digital marketing for financial services products with focus on significant funnel expansion, lead conversion, CAC optimization, active customer engagement and retention.

- Experience of liaising with marketing agencies and channel partners (Google, Meta etc.)

- Experience of implementing new-age marketing stack (e.g., website optimization, CMS, Hyper-personalization engine, Bots etc.)