Deputy Manager - Performance Marketing

AnandRathi; Mumbai; On-site; INR 1,200,000 - 2,400,000; Full time

Job summary

AnandRathi in Mumbai seeks a hands-on performance marketer to own paid lead generation end-to-end across broking, wealth, lending and insurance from keyword to qualified lead to converted client.

Responsibilities include planning and optimizing Google Search, Performance Max, YouTube and Display campaigns, running Meta lead campaigns, and aligning with CRM for lead routing and feedback. You will report weekly results to leadership.

Qualifications

• Hands-on experience in performance marketing with active management of campaigns.
• Experience running lead generation at scale in BFSI/fintech or regulated sectors.
• Strong knowledge of search and social advertising, bid management and analytics.

Responsibilities

• Plan, launch and optimise Google Search, Performance Max, YouTube and Display campaigns across multiple units.
• Run Meta lead generation campaigns with instant forms and lookalike audiences.
• Track CPL, QL and lead-to-conversion metrics and optimise at campaign level.
• Integrate with CRM for lead routing, tagging and feedback from sales teams.
• Collaborate with sales to refine what constitutes a good lead and adjust targeting.
• Identify junk leads and fix tracking or routing issues quickly.
• Create funnel views and provide weekly/monthly performance reports.

Skills

Performance marketing

Google Ads

Lead generation

BFSI experience

Tools

MoEngage

CleverTap

Job description

We are looking for a hands-on performance marketer who owns paid lead generation end-to-end across our broking, wealth, lending and insurance businesses from keyword to qualified lead to converted client.

Role & responsibilities :

• Plan, launch and optimise Google Search, Performance Max, YouTube and Google Display campaigns across multiple business units broking, mutual funds, LAS/LAP lending, insurance broking, NRI, PCG, and GIFT City.
• Run Meta lead generation campaigns alongside search, including instant forms, custom audiences and lookalikes.
• Drive qualified leads (QL) as the primary optimisation metric track CPL, CPQL, QL rate, lead-to-KYC and lead-to-conversion at campaign, ad-group and keyword level.
• Close the loop with the CRM: lead routing, source/campaign tagging, disposition analysis, and structured feedback from the calling team and Branch RMs.
• Sit with sales stakeholders regularly to understand what a good lead actually looks like for each product, and feed that back into targeting, keywords and copy.
• Identify and shut down junk-lead sources fast; escalation form, routing or tracking breakages before they burn a week of spend.
• Work on keywords, ad copies, extensions, landing alignment, and basic CRO.
• Build clean funnel views: Impression Click Landing Lead Qualified KYC Converted.
• Monitor lead flow, quality, and conversion feedback from CRM and sales teams.
• Support retargeting and nurture journeys using MoEngage (CleverTap experience also relevant) email, WhatsApp and web push flows for lead re-engagement and drop-off recovery.
• Produce concise weekly and monthly performance reports for business heads and leadership what happened, why, what changes next, and what it will cost.

Preferred candidate profile :

• 4+ years hands‑on in performance marketing, with the majority spent personally operating Google Ads accounts (not just reviewing agency work).
• Demonstrable experience running lead generation at scale in BFSI, fintech, insurance, lending or another regulated, lead-driven business.
• Deep search competence account structure, bidding strategy, keyword and search term management, quality score and auction diagnostics.