Title: Assistant Vice President - Digital Marketing (Performance Marketing) - Financial Services Organisation

Location: Gurgaon

Role Purpose:

The Assistant Vice President - Digital Marketing owns the company's paid and organic acquisition engine end to end, from first impression to first investment. The role's job is to grow first-time investors and invested AUM at a falling blended CAC, while keeping every campaign compliant with SEBI advertising norms.

This leader will also build the company's presence in the new discovery layer. Investors increasingly ask ChatGPT, Gemini, Perplexity and Google AI Overviews which bonds or fixed income platforms to trust. The company must show up in those answers, and be described accurately and favorably.

The individual is expected to run marketing as an AI-first function. That means AI in creative production, bidding, audience modelling, experimentation and reporting, not as a side project.

Key Responsibilities:

- Own the annual and quarterly performance marketing plan, budget and channel mix, and present it to the CEO.

- Set targets across the funnel: install, sign-up, KYC completion, first investment, repeat investment and AUM per investor.

- Allocate and reallocate spend weekly based on CAC, payback period and investor LTV, not on clicks or installs.

- Build forecasting models that link spend to first-time investors, AUM and revenue.

Paid Acquisition Across Channels:

- Run and scale Google Ads (Search, Performance Max, YouTube, Demand Gen, App campaigns) and Meta (Facebook, Instagram).

- Test and scale emerging channels: LinkedIn, X, Reddit, Quora, programmatic, CTV, OTT and finance-content platforms.

- Manage app marketing: Google UAC, Apple Search Ads, ASO, deep linking and app re-engagement.

- Run affiliate programmes within SEBI rules on registered entities and disclosures.

- Drive retargeting and lifecycle campaigns to move sign-ups through KYC to first and repeat investment.

- Manage agency and ad-tech partners, with clear SLAs and performance-linked commercials.

SEO:

- Own organic growth for the company and the app: technical SEO, on-page, content and off-page.

- Lead technical SEO: site speed, Core Web Vitals, crawlability, indexation, structured data and the Next.js rendering setup.

- Build programmatic SEO for bond, issuer, rating, yield and calculator pages at scale.

- Run a keyword strategy for high-intent fixed income queries, such as "best bonds to invest", "high yield bonds India" and "FD vs bonds".

- Build topical authority through guides, calculators, research and glossaries, and earn high-quality links and PR mentions.

- Track rankings, organic traffic, organic sign-ups and organic first-time investors every fortnight.

GEO, AEO and LLM visibility:

- Build the company's Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) program.

- Track how often, and how well, the company appears in answers from ChatGPT, Gemini, Perplexity, Claude, Copilot and Google AI Overviews.

- Run a standing prompt panel of investor questions and measure share of voice, citation rate and position against competitors.

- Monitor LLM sentiment: whether models describe the company accurately, positively and with current facts on safety, regulation and returns.

- Fix gaps at the source: structured, citable content, schema, entity consistency, Wikipedia and knowledge-graph presence, reviews, and third-party mentions on sources LLMs cite.

- Watch for hallucinated or outdated claims about the company and correct them through owned and earned content.

AI-first Marketing Operations:

- Use generative AI to produce and test ad creatives, copy, video and landing pages at high volume, with compliance review built into the workflow.

- Apply AI and machine learning to bidding, budget pacing, audience modelling, lookalikes and predicted-LTV targeting.

- Build AI agents and automations for reporting, anomaly alerts, search-term mining, creative fatigue detection and competitor monitoring.

- Use AI to personalise landing pages and onboarding journeys by source, intent and investor segment.

- Set guardrails for AI use: brand voice, factual accuracy, data privacy and SEBI-compliant claims.

Measurement, Analytics and Experimentation:

- Own the attribution stack: MMP (AppsFlyer, Branch or similar), GA4, server-side events, Google and Meta conversion APIs.

- Push offline conversions (KYC, first investment, AUM) back to ad platforms so algorithms optimise for value, not installs.

- Run incrementality tests, geo-lift studies and marketing mix modelling to judge true channel contribution.

- Run a structured A/B testing programme across ads, landing pages and onboarding.

- Work with data and product teams on event tracking, cohorts and dashboards.

Conversion and Funnel Optimisation:

- Partner with product and design to improve landing pages, sign-up, KYC and checkout conversion.

- Find and fix drop-offs using funnel data, session recordings and user research.

Compliance and Brand Safety:

- Make sure all campaigns, creatives and influencer content follow SEBI advertising guidelines, platform policies for financial services, and the company's compliance review process.

- Keep a clear audit trail of approved claims, disclaimers and creatives.

Leadership:

- Build and lead a high-performing team across paid, SEO/GEO, content and analytics.

- Hire, coach and set clear goals for each team member.

Educational Qualification / Work Experience & Skills:

- PG / MBA with 10 - 14 years in digital marketing, with at least 6 years hands-on in performance marketing and 4+ years leading teams.

- A track record of managing large monthly budgets across Google, Meta and app channels, with clear CAC and ROI outcomes.

- Deep SEO expertise: technical, content and programmatic SEO, with proof of growing non-brand organic traffic and conversions.

- Working knowledge of GEO/AEO: how LLMs and AI search choose sources, and how to measure and improve brand visibility and sentiment in them.

- Hands-on use of AI in marketing: generative creative tools, AI-driven bidding, automation and agents, not only awareness of them.

- Strong analytics skills: attribution, MMPs, GA4, SQL or BI tools, incrementality testing and cohort analysis.

- Clear thinking and communication; comfortable presenting to the CEO and the board.

- Experience of working in BFSI or Fintech: Brokers, NBFCs, Lending, Insurance or neobanks.

- Regulated marketing under SEBI, RBI or IRDAI rules, including financial-services ad policies on Google and Meta.