ABOUT THE ROLE

We are looking for a driven and analytical Performance Marketing Manager with hands-on experience in digital marketing agencies and deep domain expertise in the BFSI sector. The ideal candidate will own and scale paid media campaigns - with a primary focus on Meta Ads - driving measurable business outcomes for financial services clients including banking, insurance, lending, and FinTech brands.

KEY RESPONSIBILITIES

- Meta Ads Ownership: Plan, execute, and optimise Meta (Facebook & Instagram) campaigns end-to-end - covering audience strategy, creative briefing, budget allocation, and performance analysis for BFSI clients.

- Paid Media Strategy: Develop and implement full-funnel performance marketing strategies across Meta, Google Ads, and programmatic channels.

- Campaign Optimisation: Continuously monitor CPL, CAC, ROAS, and conversion metrics; run A/B tests on creatives, audiences, and landing pages to improve efficiency.

- BFSI Client Management: Serve as the primary point of contact for BFSI clients - translate business goals into media strategies and deliver regular performance reports and QBRs.

- Lead Generation: Drive high-quality lead generation campaigns for financial products such as loans, credit cards, insurance, and investment products.

- Cross-functional Collaboration: Work closely with creative, analytics, and tech teams to ensure seamless campaign delivery, tracking, and attribution.

- Budget Management: Manage monthly media budgets, ensure efficient allocation across channels, and maintain cost benchmarks.

- Reporting & Insights: Build dashboards, share actionable insights, and present campaign performance to internal and client stakeholders.

REQUIRED SKILLS & QUALIFICATIONS

Must-Have Requirements

- 4-7 years of performance marketing experience, with a significant portion in a digital marketing agency.

- Proven hands-on experience managing Meta Ads (Facebook & Instagram) campaigns - including campaign setup, audience targeting, creative testing, and bid optimisation.

- Strong domain knowledge of the BFSI industry - banking, insurance, NBFC, lending, or FinTech.

- Proficiency in Google Ads (Search, Display, YouTube) and familiarity with programmatic platforms.

- Experience with analytics and attribution tools: Google Analytics (GA4), Meta Business Manager, AppsFlyer, or Branch.

- Strong data analysis skills - ability to interpret performance data and make optimisation decisions.

- Excellent client communication and presentation skills.

- MBA or equivalent degree in Marketing, Business, or a related field (preferred).

Good to Have

- Experience with CRM and marketing automation tools (WebEngage, CleverTap, Lemnisk).

- Exposure to affiliate marketing, programmatic DSP, or performance-based publisher networks.

- Knowledge of conversion rate optimisation (CRO) and landing page best practices.

- Google Ads or Meta Blueprint certifications.

WHAT MAKES A STRONG CANDIDATE

- Agency background with BFSI clients (banking, insurance, NBFC, or FinTech brands).

- Demonstrated ability to reduce CPL and scale lead volumes with measurable results.

- Comfortable owning campaigns independently and presenting insights to senior stakeholders.

- Data-first mindset - uses numbers to drive decisions, not intuition alone.

KEY PERFORMANCE INDICATORS (KPIS)

- Cost Per Lead (CPL) vs. industry benchmarks

- Return on Ad Spend (ROAS) across Meta and Google campaigns

- Month-on-Month lead volume growth

- Campaign Quality Score and conversion rate optimisation

- Client retention and satisfaction scores

Confidential - For Internal Recruitment Use Only