Senior Marketing Manager

About WeRize

Founded in 2019 by Vishal Chopra and Himanshu Gupta, WeRize is building India's largest full stack fintech platform for 500 million underserved middle-class customers who live in 5000+ small towns of India.

WeRize (Wortgage technologies pvt ltd) also owns RBI registered NBFC subsidiary (Wortgage Finance pvt ltd).

This customer segment is not served by private sector banks, Insurers and Mutual Fund companies due to their low ticket-size and lifetime value and is dependent on PSU/Govt banks, PSU/Government banks rarely provide financial products beyond basic savings accounts and these customers lack access to unsecured loans, MSME loans, credit cards, affordable housing loans, loan against property, health and life insurance and investment products.

WeRize manufactures innovative unsecured consumer credit, mortgages, loan against property, MSME loans, savings and insurance products designed for this customer base keeping in mind their needs, requirements and purchasing power, with a view to add a layer of financial security to their lives and enable access to credit.

While customers in these geographies use smartphones, they need proper guidance and support when purchasing the right financial products for themselves.

So, a pure digital model doesn't work for this segment.

WeRize has innovated on this front through its 'Finance ki online dukaan (Social Shopify of Finance)', a first of its kind social distribution tech platform in the financial services space that educates and enables local financially literate freelancers across these small towns to source business through online and offline channels, recommend the right financial product(s) to customers as well as provide after sales support.

These freelancers, who are located in more than 5000+ towns and cities, earn as much as INR 30,000 a month from WeRize in commissions.

Our social distribution platform supported by financially literate freelancers means exceptionally low cost of customer acquisition (CAC) and operations costs compared to both fully digital and on-the-ground financial services providers.

Digital conversions among this target group are way lower when compared to upper income customers in metros and hence pure digital CAC doesn't workfor this segment.

While companies like LIC and Fino Bank also rely on freelancer distribution, they deploy local on-field teams/branches to manage freelancers in every city.

That results in very high CAC and operations costs for such companies.

WeRize on the other hand, has been able to acquire, train and manage thousands of freelancers in 5000+ cities only through its tech platform and without any feet-on-street team of its own.

Role Description:

We are looking for a dynamic and data-driven Performance & Brand Marketing leader and professional to lead customer acquisition, engagement, and retention across digital and offline channels.

The ideal candidate will be responsible for driving performance marketing strategies, optimizing brand positioning, and ensuring ROI-driven marketing efforts.

The role will collaborate closely with the leadership team and will have a strong focus on Brand development while seamlessly integrating other key pillars such as performance marketing, social media and growth strategies.

Key Responsibilities:

Performance Marketing:

- Plan and execute paid marketing campaigns across Google Ads, Facebook, Instagram, YouTube, LinkedIn, and affiliate networks.

- Identify new affiliate network opportunities in both online and offline channels.

- Optimize CAC, LTV, and conversion rates through continuous A/B testing and data-driven decision-making.

- Leverage SEO, ASO, and content marketing to drive organic growth.

- Collaborate with analytics teams to track campaign effectiveness and improve performance metrics.

Branding & Positioning:

- Develop and execute brand marketing campaigns to strengthen brand awareness and positioning.

- Work on influencer partnerships, sponsorships, and offline branding initiatives.

- Ensure brand consistency across all communication channels, creatives, and messaging.

- Drive customer engagement strategies through community building, storytelling, and PR initiatives.

Strategy & Leadership:

- Develop and execute a marketing strategy aligned with the growth and profitability charter of the company.

- Build, mentor and lead a high performing marketing team across branding, growth, performance and user experience.

Digital & Offline Marketing Integration:

- Lead integrated marketing campaigns that combine digital and offline channels for maximum reach and impact.

- Collaborate with sales and product teams to align marketing efforts with business goals.

Analytics & Performance Measurement:

- Monitor, analyze, and report on marketing performance metrics and key business KPIs.

- Use insights from Google Analytics, Meta Ads Manager, Appsflyer, and CRM tools to refine marketing strategies.

- Experiment with new marketing trends, channels, and tools to drive innovation.

Profitability & Resourcefulness :

- Ensure marketing decisions are cost efficient and ROI focussed.

- Optimize marketing budget for maximum ROAS.

Attributes we are looking for:

- 12-15 years of experience in performance marketing, brand marketing, or growth marketing (preferably in fintech, e-commerce, or consumer internet companies).

- Strong knowledge of Google Ads, Meta Ads, Programmatic, Influencer Marketing, CRM tools, and Marketing Automation.

- Has experience in shaping a brand identify in a B2B2C set up typically for seller marketplace, freelancers or partners.

- Hands-on experience with SEO, ASO, content marketing, and affiliate marketing.

- Strong analytical mindset with the ability to work with data and optimize campaigns for maximum ROI.

- Experience in leading a team and working cross-functionally with product, sales, and design teams.

- Demonstrated creativity with a proven ability to innovate and think outside the box.

- Excellent communication, storytelling, and stakeholder management skills.

- MBA from a tier 1 institute is preferable.