Lead - Offline Media (Brand Marketing)

The Role :

We are looking for an experienced Digital Media Manager to help drive growth and preference for brand PhonePe. You'll work across levels and departments of the organization to find what makes us unique and communicate it to the world using the right channels.

In this role, you can expect to work on a 1-100 trajectory for entire brand led digital marketing mandate for PhonePe working closely with brand, business, offline and finance teams along with media agencies and partners for driving a winning digital media strategy and planning excellence in alignment with business goals, keeping track of competition activities and changing consumer market and trends. The role will offer an end to end exposure to not only be an expert in digital marketing strategies but also possess a strong understanding of our brand and business

The digital marketing lead will be responsible for building the overall digital strategy, roadmap, implementing plans and managing marketing campaigns that promote PhonePe's offerings amongst different consumer segments and lines of businesses.

Responsibilities :

Brand Digital Mandate :

- Build a strong Digital Marketing strategy to help the brand reach its target audience at scale to deliver growth at optimum costs.

- Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs).

- Identify trends and insights and optimize spend and performance based on the insights.

- Brainstorm new and creative growth strategies.

- Plan, execute, and measure experiments and conversion tests. Drive a mindset of building a pipeline of multiple experiments in digital marketing to drive growth.

- Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.

- Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate.

- Build strong analytics insights to influence key business strategy.

- Should be able to build agile capabilities in the digital marketing portfolio to be able to meet dynamic business needs.

- Critical Requirement - Drive Marketing-Tech roadmap in coordination with Tech-Product team and work closely with product engineering teams.

- Critical Requirement - Be able to engender effective measurement and optimization frameworks for all efforts on brand digital for PhonePe (including Marketing Mix Modeling, Multi Touch Attribution and Lift).

Planning & Ops :

- Ownership of complete brand digital marketing budget for PhonePe

- Build channel and category level plans and work with channel managers & partners to deliver on KPI's

- Planning, analyzing & optimizing budget vs actual performance across all channels and platforms

Benchmarking And New Initiatives :

- Benchmark metrics, creatives, w.r.t to compete and inculcate the insights into channels.

- Point of contact for all MarTech processes feed-related requirements and Creative requirements

- Lead special initiatives like Brand launch, new channel experiments and create a process around the same.

- Analyze the performance and scale basis feasibility.

- Introduce & Train Team on various tools like AppsFlyer, Clevertap, AppAnnie for analysis

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