Head Digital Marketing

Solomon Capital; Gurugram District; On-site; INR 900,000 - 1,500,000; Full time

Job summary

Solomon Capital is seeking a senior marketing leader to own the growth agenda across digital acquisition, retention, and repeat customer growth. You will align budgets, KPIs, and channel strategy with business objectives, building scalable acquisition across loan products, brands, and geographies.

You will collaborate with cross-functional teams to drive overall business growth. The role includes leading performance marketing across Google Ads, Meta Ads, and other channels, optimizing CAC/CPA,

Responsibilities

• Own the overall marketing and growth strategy across digital acquisition, conversion, retention, and repeat customer growth.
• Define marketing goals, budgets, KPIs, channel strategy, and growth plans aligned with business objectives.
• Build scalable acquisition strategies across multiple loan products, brands, customer segments, and geographies.
• Identify new growth opportunities across channels, products, customer cohorts, and markets.
• Work closely with Business, Product, Technology, Credit, Operations, and Finance teams to drive overall business growth.
• Lead performance marketing across Google Ads, Meta Ads, and other digital acquisition channels.
• Own campaign strategy, budget allocation, CAC/CPA, lead quality, application rate, approval rate, disbursal rate, and ROI.
• Develop strategies to scale acquisition while maintaining sustainable CAC.
• Continuously optimize campaigns based on the full funnel rather than only leads or clicks.
• Work with technology and analytics teams to improve attribution, tracking, audience segmentation, and campaign-level reporting.
• Evaluate new acquisition channels and emerging digital marketing opportunities.
• Own customer engagement and lifecycle marketing across WhatsApp, SMS, Push Notifications, and other communication channels.
• Build automated journeys for customers who drop off at different stages of the loan journey.
• Lead the use of platforms such as CleverTap, WebEngage to create personalized nudges and automated customer journeys.
• Measure the incremental impact of lifecycle communication on application, conversion, and disbursal.
• Develop re-application, repeat-loan, repayment, retention, and cross-sell campaigns.
• Segment customers based on behavior, loan history, eligibility, engagement, and lifecycle stage.
• Lead the creative strategy for performance marketing campaigns across static, video, motion graphics, and other formats.
• Work closely with designers, motion graphic designers, video editors, and content teams to develop high-performing creatives.
• Establish a structured creative testing framework covering hooks, messaging, formats, CTAs, customer pain points, and visual concepts.
• Analyze creative performance and continuously improve campaign assets based on data.
• Ensure communication is aligned with the brand, product proposition, customer segment, and applicable regulatory requirements.
• Build and manage affiliate and performance-partner acquisition programs.
• Develop partner acquisition models, commercial structures, KPIs, and performance benchmarks.
• Monitor lead quality, conversion, disbursal, payout, and ROI by partner.
• Identify and scale high-performing partners while improving underperforming partner relationships.
• Coordinate closely with Product, Technology, Credit, Operations, Finance, and Business teams.
• Establish a culture of experimentation, data-driven decision-making, and continuous optimization.

Job description

Key Responsibilities

1. Marketing & Growth Strategy

• Own the overall marketing and growth strategy across digital acquisition, conversion, retention, and repeat customer growth.
• Define marketing goals, budgets, KPIs, channel strategy, and growth plans aligned with business objectives.
• Build scalable acquisition strategies across multiple loan products, brands, customer segments, and geographies.
• Identify new growth opportunities across channels, products, customer cohorts, and markets.
• Work closely with Business, Product, Technology, Credit, Operations, and Finance teams to drive overall business growth.

2. Performance Marketing & Customer Acquisition

• Lead performance marketing across Google Ads, Meta Ads, and other digital acquisition channels.
• Own campaign strategy, budget allocation, CAC/CPA, lead quality, application rate, approval rate, disbursal rate, and ROI.
• Develop strategies to scale acquisition while maintaining sustainable customer acquisition costs.
• Continuously optimize campaigns based on the complete funnel rather than only leads or clicks.
• Work with technology and analytics teams to improve attribution, tracking, audience segmentation, and campaign-level reporting.
• Evaluate new acquisition channels and emerging digital marketing opportunities.

3. CRM & Lifecycle Marketing

• Own customer engagement and lifecycle marketing across WhatsApp, SMS, Push Notifications, and other communication channels.
• Build automated journeys for customers who drop off at different stages of the loan journey.
• Lead the use of platforms such as CleverTap, WebEngage to create personalized nudges and automated customer journeys.
• Measure the incremental impact of lifecycle communication on application, conversion, and disbursal.
• Develop re-application, repeat-loan, repayment, retention, and cross-sell campaigns.
• Segment customers based on behavior, loan history, eligibility, engagement, and lifecycle stage.

4. Creative & Content Strategy

• Lead the creative strategy for performance marketing campaigns across static, video, motion graphics, and other formats.
• Work closely with designers, motion graphic designers, video editors, and content teams to develop high-performing creatives.
• Establish a structured creative testing framework covering hooks, messaging, formats, CTAs, customer pain points, and visual concepts.
• Analyze creative performance and continuously improve campaign assets based on data.
• Ensure communication is aligned with the brand, product proposition, customer segment, and applicable regulatory requirements.

5. Affiliate & Partner Marketing

• Build and manage affiliate and performance-partner acquisition programs.
• Develop partner acquisition models, commercial structures, KPIs, and performance benchmarks.
• Monitor lead quality, conversion, disbursal, payout, and ROI by partner.
• Identify and scale high-performing partners while improving underperforming partner relationships.
• Work closely with Finance and Operations teams on partner reconciliation, invoices, payouts, and performance validation.
• Establish a culture of experimentation, data-driven decision-making, and continuous optimization.
• Coordinate closely with Product, Technology, Credit, Operations, Finance, and Business teams.

6. Brand & Product Marketing

• Develop positioning and communication strategies for different loan products and customer segments.
• Ensure consistency across website, advertising, CRM communication, social media, and other customer touchpoints.
• Work with Product and Business teams on the launch and marketing of new financial products.
• Translate complex financial products into simple, customer-friendly propositions.Role & responsibilities

Preferred candidate profile