Lead - Digital Engagement

ICICI Securities; Navi Mumbai; On-site; INR 2,500,000 - 4,500,000; Full time

Job summary

ICICI Securities seeks an experienced digital lifecycle marketer to own end-to-end communication across the customer journey, driving conversions, activations, and revenue. You will translate funnel objectives into channel campaigns (email, SMS, WhatsApp, push) and manage the MarTech stack (Adobe Campaign/Analytics/Target, Netcore) for data hygiene and delivery SLAs.

Lead testing and segmentation, collaborate with Product and Engineering on events, govern consent and frequency, report KPIs to

Qualifications

• Experience in digital/lifecycle marketing across multiple channels.
• Proficiency with MarTech platforms and data-driven campaigns.
• Experience managing teams and external vendors.

Responsibilities

• Own end-to-end communication strategy across the customer lifecycle.
• Translate funnel objectives into channel campaigns (email, SMS, WhatsApp, push).
• Manage MarTech stack and data quality to meet delivery SLAs.
• Lead testing and segmentation to optimise journeys.
• Collaborate with Product and Engineering on event tracking and API integrations.
• Guide paid marketing activities to align engagement with acquisition goals.
• Govern consent, frequency capping, and suppression in line with regulations.
• Report funnel impact to leadership and coordinate with cross-functional teams.

Skills

Digital lifecycle marketing

MarTech platforms

Campaign management

Stakeholder management

Team leadership

Education

Graduate / MBA

Tools

Adobe Campaign

Adobe Analytics

Adobe Target

Netcore

Job description

• Own the end-to-end communication strategy across the customer lifecycle - lead conversion, 2-in-1 account activation, and revenue generation - with differentiated journeys for each customer segment.
• Translate funnel-stage objectives into channel-specific campaigns across email, SMS, WhatsApp, push notifications, and call-centre scripts.
• Manage the MarTech stack (Adobe Campaign, Adobe Analytics, Adobe Target, Netcore or equivalent) and associated vendors, ensuring platform health, data hygiene, and delivery SLAs.
• Drive personalisation through continuous A/B and multivariate testing and propensity- and RFM-based segmentation, partnering with Product and Engineering on event tracking and API integrations for trigger-based journeys.
• Hands on experience of paid marketing platforms (Google Ads, Meta Ads, affiliate networks) to align engagement journeys with acquisition intent and lead quality.
• Build and enforce a communication governance framework covering consent, frequency capping, and suppression logic, in line with TRAI, DPDP Act, and SEBI / exchange norms.
• Report funnel-level impact to leadership through dashboards and data-driven narratives, and coordinate with Compliance, Call Centre, Product, and external agencies to deliver a seamless customer journey.
• Lead and develop a team of campaign executors and analysts, prioritising competing requests based on funnel-stage impact.

Key Attributes

• Strong understanding of digital lifecycle marketing, ideally within stockbroking or capital markets.
• Working exposure to MarTech and analytics platforms (Adobe suite, Netcore or equivalent), with comfort in reading data and running structured tests.
• Ability to bring a fresh, external perspective while balancing commercial goals with compliance and risk considerations.
• Excellent communication and stakeholder management skills, with experience managing teams and external vendors.
• Graduate / MBA 6-15 years of experience in digital / lifecycle marketing
• Relevant certifications (e.g., Google Ads, Adobe, or any other MarTech Stack)