Role Overview:

The Lead - Growth & Digital will be responsible for driving end-to-end digital growth across the funnel, combining digital brand building, performance marketing, media buying, and CRM-led lifecycle management.

This role requires a strong balance of strategic thinking, data-driven decision-making, and executional depth, with ownership spanning from digital awareness and acquisition to engagement, conversion, and retention.

The ideal candidate will bring deep expertise in performance marketing, digital media strategy, customer lifecycle management, and marketing technology, with a clear focus on delivering measurable business outcomes.

Key Responsibilities:

1. Growth Strategy & Full-Funnel Digital Ownership

- Define and execute a holistic digital growth strategy covering:

- Awareness (digital branding)

- Acquisition (performance marketing)

- Engagement & conversion

- Retention & lifecycle (CRM)

- Partner with Brand and Content teams to ensure integrated funnel alignment

2. Digital Branding & Upper Funnel Strategy

- Lead digital-first brand building initiatives across platforms (YouTube, display, social)

- Develop media strategies that balance:

- Reach & awareness

- Consideration & engagement

- Ensure strong storytelling integration with Content and Brand teams

3. Performance Marketing & Media Buying

- Own end-to-end media buying strategy and execution across:

- Google (Search, Display, YouTube)

- Meta (Facebook, Instagram)

- Programmatic and other performance channels

- Drive budget allocation, bid strategies, and channel mix optimization

- Establish strong experimentation frameworks (A/B testing, creative testing)

- Continuously optimize for CAC, ROAS, and conversion rates

4. CRM & Lifecycle Marketing

- Build and manage CRM and lifecycle marketing strategy across:

- Lead nurturing

- Investor onboarding journeys

- Engagement and retention programs

- Define and execute segmentation strategies (retail, HNI, behavioural cohorts)

- Drive automated journeys via email, app, and other owned channels

- Integrate CRM with martech stack for seamless customer experience

5. Martech & Data Infrastructure

- Own and optimize the marketing technology ecosystem:

- CRM platforms

- Marketing automation tools

- Analytics and attribution systems

- Ensure robust tracking, attribution, and data integrity across campaigns

- Build dashboards and reporting frameworks for decision-making

6. Conversion & Funnel Optimization

- Continuously improve landing pages, funnels, and user journeys

- Drive CRO initiatives including personalization and optimization

- Partner with product and tech teams to improve user experience

7. Performance Analytics & Decision Making

- Define and track KPIs across funnel stages:

- CAC, ROAS, LTV

- Lead-to-conversion rates

- Engagement and retention metrics

- Translate data into actionable insights to drive growth

8. Leadership & Cross-functional Collaboration

- Lead and mentor performance marketing, CRM, and martech teams

Work closely with:

- Content (for performance-led content)

- Brand (for digital amplification)

- Sales (for lead quality and conversion alignment)

- Manage agencies, platforms, and vendor ecosystems

Qualifications & Experience

- MBA in Marketing / Digital or related field

- 8-12+ years of experience in digital marketing, performance, and CRM/lifecycle roles

- Proven experience managing:

- Large-scale paid media budgets

- CRM and marketing automation systems

- End-to-end digital growth funnels

- Experience in BFSI / fintech / platform-led businesses preferred