AVP/Head - Digital Marketing - Asset Management/Mutual Fund

Role with one of the leading Asset Management/Mutual Fund organisation

Job Title: Asst. Vice President - Head Digital Marketing (Equivalent to a Vice President in the Market)

Reports To (Title): VP & Head - Marketing

Department Name: Marketing

Role: In-charge of all online marketing initiatives

Experience - 11 to 13 years

JOB SUMMARY:

a) Social Media:

Develop the overall approach (In-organic (paid), Organic (user generated) and Hybrid) for the brands presence across various social media platforms with the objective to increase brand visibility, build engagement and use the platform to connect with the brands target audience amongst investors and advisors

Develop smart strategies to bring to life the core values that the brand stands for

Use these platforms to cross sell and upsell our products amongst our existing investors

Connect & engage with existing MF investors who have yet to invest

Position the AMC as a brand that can help investors with a - financial solution- to achieve their long term life goals

Connect and engage with a community that has a high potential to invest in mutual funds but have yet to do so

Use social channels to increase our search volumes

Use these platforms to build engagement between investors and advisors

Extremely hands on all operational developments on various social platforms

b) Search Marketing

Omni platform domain expertise on :

- SEM (Text and display)

- Running programmatic campaigns

- Cookie profiling & harvesting

- Conversion Rate Optimization

Increase share of voice for identified:

- Core key words

- Lateral key words

- Competition

- Brand

Optimize the existing website for search

Across all our owned digital assets ( desktop/tablet/Mobile), track and improve ):

- Visits

- Time spent

- Lead generation

c) Website:

Ensuring relevancy of content and continuous improvement of the UX and UI for improving visitor loyalty

d) E-mail campaign management

Domain knowledge on multi variable campaign management techniques and tools

Extremely comfortable setting up multi-variable campaigns ( based on multiple data co-ordinates and multi creative options) to cross sell & up sell and post campaign evaluation for further optimization

e) Innovations

Has a proven track record that displays a strong creative mindset both in terms of online media and content approach

JOB DUTIES/RESPONSIBILITIES:

% of Time Essential/ Non-Essential - Activity:

30% Essential Social Media

30% Essential Search Marketing

10% Essential E-mail campaign management

10% Essential Online Innovations

10% Essential Website

10% Essential Team management:

- Managing team of 1-3 members.

- Tracking and monitoring their performance/handling their performance management program (PMP),

- Guiding the team to achieve departmental goals.

- Working on team development through mentoring, coaching, training, etc.

REQUIREMENTS:

KNOWLEDGE, EDUCATION, AND EXPERIENCE: Background in marketing and communication with at least 15 years of relevant experience. Management graduate from a reputed institute

LICENSES AND CERTIFICATIONS: Google certification / AMFI certification

ADDITIONAL DESIRABLE QUALIFICATIONS: Attended skill development programs for Digital marketing and data analytics

SKILLS AND ABILITIES: Excellent communication skill (Written and Spoken), Strong team player, Ability to work with cross functional teams domestically and internationally

PROBLEM SOLVING AND DECISION MAKING:

SUPERVISORY RESPONSIBILITY: External agencies and vendors

TRAVEL REQUIREMENTS: Within India