Head Digital Marketing

Agrim Fincap; Sector 10; On-site; INR 4,500,000 - 7,000,000; Full time

Job summary

Agrim Fincap is seeking an experienced Head of Digital Marketing to own digital growth, customer acquisition, and revenue-driven marketing initiatives. You will lead performance marketing across paid and organic channels, optimize funnels, and collaborate with Product, Technology, Risk, Analytics, and Compliance to build scalable, compliant digital acquisition engines.

The role demands strategic thinking with hands-on execution, strong focus on CAC/ROAS, and proven leadership in a FinTech/BFSI

Qualifications

• 8-12 years of experience in Digital Marketing, Growth Marketing, or Performance Marketing.
• Experience in FinTech, NBFC, Banking, Payments, Insurance, or BFSI is highly preferred.

Responsibilities

• Develop and own the overall digital marketing and growth strategy aligned with revenue and acquisition objectives.
• Lead performance marketing across Google, Meta, programmatic, affiliate, app marketing, and other channels.
• Own customer acquisition metrics: CAC, CPL, CPA, ROAS, conversion, activation, and revenue.
• Partner with Product, Tech, Risk, Analytics and Compliance to build scalable acquisition engines.
• Establish A/B testing and experimentation frameworks across campaigns and journeys.
• Build and manage CRM and lifecycle programs across email, SMS, WhatsApp, push, etc.
• Oversee analytics, attribution, dashboards, and marketing intelligence.
• Ensure BFSI compliance in campaigns and customer communications.
• Lead team and manage external agencies/partners.

Skills

Performance Marketing

Google Ads

Meta Ads

SEO

Social Media Management

CRM Automation

GA4

GTM

Attribution

CRO

A/B Testing

Affiliate Marketing

App Marketing

Lifecycle Marketing

Marketing Analytics

Budget Optimization

Team Management

Education

Bachelor's degree in Marketing/Business/Management

MBA / PGDM in Marketing (preferred)

Job description

We are looking for an experienced, data-driven, and commercially focused Head of Digital Marketing to lead digital growth, customer acquisition, performance marketing, brand visibility, and revenue-focused marketing initiatives.

Reporting To: CMO / CEO / Business Head

The role will own the end-to-end digital marketing charter, with direct accountability for customer acquisition, CAC, CPL, CPA, ROAS, conversion, customer quality, activation, retention, and revenue growth.

The ideal candidate will combine strategic thinking with hands-on execution and have a strong understanding of performance-led growth in FinTech, NBFC, Banking, Digital Lending, Payments, Insurance, or BFSI. The candidate should be comfortable working cross-functionally with Product, Sales, Technology, Risk, Analytics, and Compliance teams to build scalable and compliant digital acquisition engines.

Key Responsibilities:

1. Digital Marketing & Growth Strategy

• Develop and own the overall digital marketing and growth strategy aligned with business, revenue, and customer acquisition objectives.
• Build an integrated digital roadmap across paid, organic, social, CRM, content, partnerships, and app/web channels.
• Identify new growth opportunities, customer segments, channels, and digital products to accelerate acquisition and revenue.
• Translate business objectives into measurable marketing plans, budgets, targets, and KPIs.

2. Performance Marketing & Customer Acquisition

• Lead performance marketing across Google, Meta, programmatic, affiliate, app marketing, and other relevant digital channels.
• Own customer acquisition metrics including CAC, CPL, CPA, ROAS, conversion rate, lead quality, activation, and disbursement/revenue.
• Develop scalable acquisition strategies across the complete customer funnel, from awareness and lead generation to application, approval, activation, and conversion.
• Continuously optimize channel mix, campaigns, audiences, creatives, bidding, landing pages, and budgets based on business performance.
• Drive efficient allocation of marketing budgets to maximize incremental revenue and customer value.

3. Growth, Funnel Optimization & CRO

• Own the digital customer journey and identify opportunities to improve funnel performance.
• Partner with Product and Technology teams to improve website/app conversion, application journeys, onboarding, and customer activation.
• Establish a structured A/B testing and experimentation framework across campaigns, creatives, landing pages, messaging, and customer journeys.
• Drive continuous improvement in conversion rates, activation, retention, and LTV/CAC.

4. SEO, Content & Organic Growth

• Develop and execute SEO and organic acquisition strategies to drive sustainable, high-quality traffic.
• Lead content strategy across website, landing pages, blogs, product content, and customer education.
• Improve organic visibility, rankings, traffic, and organic conversion.
• Build scalable content and SEO programs aligned with customer intent and business priorities.

5. Social Media & Brand Management

• Lead digital brand strategy and social media presence across relevant platforms.
• Build brand visibility, engagement, credibility, and customer trust.
• Ensure consistency of brand positioning and communication across paid and organic channels.
• Partner with creative and content teams to develop high-performing, insight-led campaigns.

6. CRM, Lifecycle Marketing & Retention

• Build and optimize CRM and lifecycle marketing programs across email, SMS, WhatsApp, push notifications, and other relevant channels.
• Develop customer journeys for lead nurturing, onboarding, activation, cross-sell, upsell, retention, and reactivation.
• Leverage customer data and segmentation to improve engagement, conversion, and lifetime value.
• Drive marketing automation and personalized communication at scale.

7. Analytics, Attribution & Marketing Intelligence

• Establish robust measurement frameworks across all digital channels and customer journeys.
• Own GA4, Google Tag Manager, conversion tracking, attribution, dashboards, and marketing analytics.
• Develop clear visibility into channel-level and campaign-level performance, customer quality, CAC, revenue, and ROI.
• Use data and customer insights to identify growth opportunities and make informed budget and channel decisions.
• Build a culture of experimentation, measurement, and accountability across the marketing function.

8. FinTech / BFSI Compliance & Risk

• Ensure all digital marketing, customer communication, campaigns, creatives, landing pages, and acquisition practices comply with applicable BFSI/FinTech regulations, internal policies, and brand guidelines.
• Work closely with Risk, Compliance, Legal, and relevant stakeholders to ensure compliant customer acquisition and communication.
• Balance growth objectives with customer protection, transparency, responsible marketing, and business risk requirements.

9. Team, Agency & Stakeholder Management

• Build, mentor, and lead a high-performing digital marketing and growth team.
• Manage external agencies, media partners, technology partners, affiliates, and other marketing vendors.
• Establish clear goals, ownership, performance standards, and review mechanisms for the team and partners.
• Collaborate closely with Product, Sales, Technology, Data/Analytics, Risk, Compliance, Finance, and Operations teams.
• Present marketing performance, insights, challenges, and growth plans to senior leadership.

Key Performance Indicators (KPIs):

• Digital customer acquisition growth
• CAC / CPA / CPL reduction
• ROAS and Marketing ROI improvement
• Lead quality and lead-to-customer conversion
• Application, approval, activation, and disbursement growth
• Revenue generated through digital channels
• Website and app traffic and conversion
• Organic traffic, rankings, and SEO contribution
• Customer activation and retention
• LTV/CAC improvement
• Funnel conversion and drop-off reduction
• Marketing budget utilization and efficiency
• Digital brand awareness and engagement

Required Skills & Expertise:

• Performance Marketing & Digital Growth
• Google Ads & Meta Ads
• SEO / SEM & Organic Growth
• Social Media & Digital Brand Management
• CRM & Marketing Automation
• GA4 & Google Tag Manager
• Attribution & Conversion Tracking
• A/B Testing, CRO & Growth Experimentation
• Affiliate & Partnership Marketing
• App & Web Marketing
• Customer Lifecycle & Retention Marketing
• Marketing Analytics & Data Interpretation
• Budget Planning, Allocation & Optimization
• Team, Agency & Vendor Management
• Strong commercial, analytical, leadership, and communication skills

Educational Qualification:

• Bachelors degree in Marketing, Business Administration, Management, or a related field.
• MBA / PGDM in Marketing or a related discipline preferred.
• Relevant Digital Marketing / Analytics certifications preferred.

Experience:

• 8-12 years of experience in Digital Marketing, Performance Marketing, Growth Marketing, or Customer Acquisition.
• Minimum 35 years of experience in a leadership / people-management role.
• Proven experience in scaling digital customer acquisition and managing significant marketing budgets.
• Strong track record of delivering measurable improvements in CAC, CPA, CPL, ROAS, conversion, customer quality, and revenue.
• Experience in FinTech, NBFC, Banking, Digital Lending, Payments, Insurance, or BFSI is highly preferred.
• Experience working in a fast-paced, data-driven, technology-led business environment is preferred.

Ideal Candidate Profile:

The ideal candidate is a strategic yet hands-on digital growth leader who can connect marketing investments directly to business outcomes.

Strategic Thinking | Data Driven | Growth Mindset | Commercial Acumen | Customer Centricity | Leadership | Execution Focus | Innovation

The candidate should be able to build the strategy, challenge assumptions, interpret data, execute campaigns, optimize performance, and lead teams while maintaining a strong focus on customer quality, profitability, compliance, and sustainable growth.