Role Overview

The Head - Digital Acquisition will lead the strategy, execution, and optimization of all digital customer acquisition initiatives for the retail broking business. The role focuses on driving high-quality trading account openings, funded accounts, and active traders through performance marketing, partnerships, and growth experimentation.

This leader will own the end-to-end digital acquisition funnel from traffic generation to account activation while ensuring optimal CAC, conversion rates and ROI.

Key Responsibilities

1. Digital Acquisition Strategy

- Develop and execute the digital customer acquisition strategy to drive new trading account openings.

- Build scalable growth channels across paid, organic, partnerships, and referral programs.

- Drive growth aligned with AUM, funded accounts, and active trader metrics.

2. Performance Marketing

Lead performance marketing across platforms such as:

- Google Ads

- Meta (Facebook & Instagram)

- LinkedIn

- Programmatic networks

- Affiliate networks

- Optimize campaigns for CAC, CPL, and conversion to funded accounts.

- Manage large marketing budgets with strong ROI accountability.

3. Funnel & Conversion Optimization

- Own the digital onboarding funnel from click - lead - KYC - account activation - funded account.

- Drive A/B testing, landing page optimization, and CRO initiatives.

- Improve onboarding completion rates and reduce drop-offs.

4. Martech & Analytics

Implement and optimize marketing tools including:

- Attribution platforms

- Customer data platforms (CDP)

- Marketing automation tools

Track and analyze KPIs including:

- CAC

- LTV

- Activation rate

- Cost per funded account

- Digital channel ROI

5. Growth Experiments & New Channels

Identify and scale new acquisition channels such as:

- Influencer-led investing communities

- Fintech partnerships

- Content-led acquisition

- Referral programs

- Continuously run growth experiments to unlock new user segments.

6. Team Leadership

- Build and lead a high-performing growth and digital marketing team.

- Manage internal teams and external agencies for media buying, creative, and analytics.

- Foster a culture of data-driven decision making and experimentation.

7. Cross-functional Collaboration

- Partner with Product, Technology, Compliance, and Sales teams to improve the digital onboarding experience.

- Align acquisition strategies with product launches, trading features, and market campaigns.

Key Metrics / KPIs

- Cost per account opening

- Cost per funded account

- Customer acquisition cost (CAC)

- Activation rate

- Digital channel ROI

- New active traders acquired

Experience:

- 10-15 years of experience in digital marketing / growth / performance marketing.

- At least 5+ years leading acquisition in fintech, broking, trading platforms, or digital financial services.

- Proven track record of scaling large digital acquisition funnels.

Skills:

- Deep expertise in performance marketing and growth frameworks.

- Strong understanding of retail trading customer behavior.

- Hands-on experience with analytics, attribution, and marketing tech stacks.

- Ability to manage large marketing budgets and teams.

Education

MBA in Marketing / Strategy preferred

Engineering / Finance background is a plus.