Assistant Manager - Website Marketing

Pine Labs; Bengaluru; Sur place; INR 1 200 000 - 1 800 000; Plein temps

Résumé du poste

Pine Labs is seeking an Assistant Manager, Website Marketing to own the website as a revenue engine end-to-end. You will define the product roadmap, optimize the conversion funnel, and manage content and campaigns across all verticals.

The role includes directing a specialist website agency, setting quality bars, and delivering measurable website-sourced pipeline. You will partner with internal teams on strategy, UX, and analytics, while personally owning roadmaps, briefs, and QA.

Qualifications

• 5–7 years in website / digital marketing, with hands-on ownership of a B2B or D2C website.
• Ability to write roadmaps, briefs, and narratives and ship in CMS and QA details.
• Strong command of website architecture, UX, conversion psychology, SEO, and analytics.
• Detail-focused operator who identifies broken forms, leaky funnels, slow loading assets, and non-committal CTAs.

Responsabilités

• Define and own the website product roadmap across all Pine Labs verticals.
• Prioritise by commercial intent and business impact, focusing on high-traffic pages.
• Run structured user research and teardowns to identify features and gaps.
• Maintain a prioritized website backlog with owners, effort, dependencies and impact.
• Own the end-to-end conversion funnel and drive traffic-to-lead conversion.
• Lead CMS governance: templates, approvals, QA checklists and versioning.
• Manage agency partnership, briefs, quality gates, and timelines.
• Own analytics and reporting for the website funnel and pipeline.

Connaissances

Website strategy

Conversion rate optimization

Digital marketing

Analytics

Stakeholder management

Outils

GA4

GTM

VWO

Optimizely

Adobe Experience Manager

WordPress

Contentful

Salesforce Commerce Cloud

Description du poste

Pine Labs is a leading fintech company building technology and financial solutions across payments, commerce and embedded finance for businesses and consumers across the Global South. With a strong presence across multiple markets, Pine Labs enables businesses with digital payments, financial services and commerce solutions, helping them grow and operate more efficiently.

Join us to be part of a fast-paced, innovative fintech environment with opportunities to work on high-impact business and finance initiatives.

Role Purpose

We are looking for an Assistant Manager, Website Marketing to own the Pine Labs websit e as a revenue engine - not a brochure - end to end across strategy and execution. You will own the website product roadmap, the conversion funnel, the on-site experience, and the content and campaign operations that run on top of it, across all our verticals: In-store/POS, Online Payments, Setu, Credit+, and Prepaid.

We are onboarding a specialist website agency, and this role is the person who directs and governs them. You set the direction and the quality bar; the agency and internal teams ship to it. You own the outcome: website-sourced pipeline, conversion rate, funnel health, page experience, and speed-to-live for campaigns and content.

This is a strategy-and-execution role for a sharp operator. Despite the Assistant Manager title, the expectation is that you set direction and get your hands dirty - you will write the roadmap and the brief, and you will also be the one who spots the broken form, the leaking funnel step, the slow-loading hero, the CTA that says nothing, and the CRM routing that silently drops a lead. You hold everyone - internal teams and the agency - to a high bar.

What you'll own

• • Define and own the website product roadmap across all Pine Labs verticals, aligned to business goals, funnel stage, and ICP - merchants, developers, product decision-makers, CFOs and CTOs.
• • Prioritise by commercial intent and business impact - high-intent and high-traffic pages before cosmetic work - not by request volume or opinion.
• • Run structured user research and competitor teardowns (fintech and B2B SaaS) to identify new features, page types, and experience gaps worth building.
• • Maintain a single, prioritised website backlog with clear owners, effort, dependencies, and expected impact that leadership and stakeholders can see.
• • Own the website conversion funnel end to end - from first touch to qualified lead - and drive the traffic-to-conversion ratio up across verticals.
• • Diagnose and reduce drop-off at every step: page hierarchy, above-the-fold clarity, copy, proof points, navigation, CTAs, and forms.
• • Own form strategy and friction: field count, progressive profiling, validation, error states, and thank-you/next-step experience.
• • Build and run a continuous A/B and multivariate testing programme (e.g. VWO / Optimizely); maintain an experiment backlog with hypotheses, sample-size logic, and read-outs - no experiments that can't be measured.
• • Design lead journeys that increase qualified leads for omni-channel conversion, and personalise the experience by segment, behaviour, source, and geography.
• • Partner with the agency and internal design teams to create intuitive, responsive, accessible, and on-brand web experiences across desktop and mobile.
• • Own information architecture and navigation so each vertical, product, solution, industry, pricing, comparison, developer, and campaign page has a clear audience, intent, message, CTA, and conversion path.
• • Ensure a genuinely seamless mobile experience - the majority of Indian traffic is mobile-first - with fast load, clean layouts, and easy navigation.
• • Keep the site fresh: own timely refresh of assets, imagery, banners, and stale content so nothing on a live page erodes trust or looks abandoned.
• • Collaborate with the content team on a website content strategy - rich, decision-enabling modules (calculators, comparisons, use-case explainers, proof) that help merchants and developers choose Pine Labs.

4. CMS governance, campaigns & operations

• • Master the CMS platform and push its capabilities hard to cut turnaround time for landing pages, blogs, and updates - build reusable templates and components so campaigns ship fast without engineering bottlenecks.
• • Own the website calendar mapped to the business calendar, and drive campaign go-live: coordinate marketing, product, design, content, and the agency to get campaigns and landing pages live on time and QA'd.
• • Define and enforce CMS governance: page templates, a publishing/approval flow, QA checklists, naming and versioning, and access control - so quality holds as volume scales.
• • Own a pre-launch QA standard for every page: links, forms, tracking, CRM routing, responsiveness, and speed all verified before go-live.

5.Agency partnership & governance

• • Own the website agency relationship: set direction, write sharp and specific briefs, govern execution quality, and run regular reviews and accountability.
• • Review every deliverable against the quality bar; push back where work is thin, off-scope, off-brand, or wrong - and catch it before it reaches leadership.
• • Translate business goals into work the agency can execute, and hold them to timelines, quality, and measurable outcomes - not activity.

6. Analytics, tracking, insights & measurement

• • Own website analytics and reporting (GA4 and related tools); define the measurement framework and instrument the funnel so every meaningful action is tracked.
• • Coordinate with CRM and demand‑gen teams so leads route correctly, attribution is clean, and website‑sourced pipeline is measurable end to end.
• • Read behaviour with heatmaps, session recordings, and funnel analytics to understand the online customer - triggers, motivations, and barriers to purchase - and turn insight into the next growth bet.
• • Report to leadership with honest, prioritised numbers and a clear narrative and next actions - no vanity metrics.

What we’re looking for

• • 5 to 7 years in website / digital marketing, growth, or CRO, with hands‑on ownership of a B2B or D2C website - ideally multi-product or multi-vertical.
• • Able to both set strategy and execute it - writes roadmaps, briefs, and narratives, and also ships in the CMS and QAs the details.
• • Strong command of website architecture, UX principles, conversion psychology, SEO fundamentals, and web analytics.
• • A sharp, detail‑obsessed operator who catches what others miss - the broken form, the leaking step, the dead CTA - and does not take work at face value.
• • Hands‑on with analytics and experimentation: GA4, tag management (GTM), and A/B testing platforms (VWO, Optimizely, or similar).
• • Experience with CMS platforms (e.g. Adobe Experience Manager, WordPress, Contentful, or Salesforce Commerce Cloud) and a bias toward maximising CMS capability for speed.
• • Experience owning or governing website / creative / digital agencies and holding them to a high bar.
• • Comfortable partnering with content, design, product, engineering, CRM, and demand‑gen to get work shipped.
• • A builder mindset, comfort with ambiguity, and a bias toward fast, accountable execution.

What we value in our people.

• • You take the Shot: You decide fast and deliver right
• • You are the CEO of what you do: You show ownership and make things happen.
• • You own tomorrow: You build solutions for the merchants and do the right thing.
• • You sign your work like an artist: You seek to learn and take pride in the work you do.
• • You are the Sherpa: You take people along and act in the interest of Pine Labs.
• • You care with tough love: You empower others and help people grow.