Performance Marketing Manager

4 days ago

Bengaluru, India Ujjivan Small Finance Bank Full time
POSITION DESCRIPTIONJOB TITLEPerformance Marketing ManagerDEPARTMENTMarketingLOCATIONHO/RO/BRANCH

SUB-DEPARTMENTDigital MarketingTYPE OF POSITIONFull-time

REPORTS TOLead Performance MarketingREPORTING INTOHead – Digital Marketing

ROLE PURPOSE & OBJECTIVEEnable the Bank to drive Digital Sales & Marketing through performance marketing across all Paid, Owned and Earned channelsDrive Performance Marketing Strategy which drive measurable lifts on Bank’s goals and also to suggest on the improvements for bottle necks in funnel management.

SIZE OF THE ROLE

FINANCIAL SIZENON-FINANCIAL SIZEManage spend of 1,00,00,000 for Performance marketingTotal Revenue target 100 crNumber of vendors-1/ consultants-7All bank products & services Digital marketing

KEY DUTIES & RESPONSIBILITIES OF THE ROLEPlanning and Strategy

Manage & implement performance marketing initiativesDriving execution of attribution modelingReviewing and streamlining processesPerformance marketing optimizationCustomer

(Both Internal & External)

Partner with agencies to ensure alignment and prioritization of performance marketing initiatives and media buying processes with business priorities Design and disseminate guidelines and best practices to identify and execute performance marketing initiatives across channels, including SEM, Display, Social, Video, Aggregators, Affiliates, Partners etc. Customer centric AORsCollaborate with a range of partners, e.g., MarTech, Data Analytics, Web Management, Digital Banking, Marketing agencies, Legal, Compliance, Security, in order to prioritize capability building and ensure access to the right tools and support to deliver execution of Performance Marketing Collaborate with Brand & Marketing and Digital partners and agencies to align Performance Marketing actions with overall Brand & Marketing agenda and drive synergies and best practices sharing amongst campaigns and Segments.Ensure funnel tracking, MIS, data tracking circulated daily, weekly & monthly.Ensure the cadence with the performance marketing agency on the deliverables and meet the action points on the prescribed timelines.Ensure A/B testing of Ad copies and creatives to optimize the reach and clicks.Ensure that the monthly targets that are agreed are met with optimized spends to ensure meeting the CAC and ROI.Internal Process

Collaborate with data analytics and digital stakeholders to ensure comprehensive mapping of touchpoints across digital platforms and channels in order to map granular end-to-end digital sales funnel performanceDesign dashboards, measurement and reporting tools to track granular performance across all steps of the digital sales funnel, by channel, campaign, ad set, click source including analytics, heatmaps, customer journey mapping. Create standard reporting and business insights for measurement and assessment of performanceSupport the design and implementation of page tagging, configuration of testing and targeting campaigns, and report constructionDevelop and implement clear structures of accountability to ensure clear oversight / supervision / decision making to deliver performance optimization initiativesInnovation & Learning

People & Stakeholder Management. Work closely with agency and deliver on the expected results Build maintain toolkits & test libraries to optimize marketing performanceKeeping up-to-date with global best practices, innovations and tech developments and bring the same change in the organizationPartner with Data, Technology, MarTech stakeholders in charge of building capabilities (in particular Digital Analytics, Test & Target, DMP tools) to ensure alignment and prioritization of capability building with business needs

MINIMUM REQUIREMENTS OF KNOWLEDGE & SKILLS

EducationalQualificationsGraduate Degree, MBA in Marketing is added advantage

Experience(Years and Core Experience Type)Total experience of 6+ yrs, 4+ years of experience in running performance marketing through digital agencies; i.e., partnered closely with Agile development teams

CertificationsCertification of Google Analytics

Google Ads Certification, Facebook Blue Print Certification

Functional SkillsDeep experience in planning and buying of display media, building campaigns, implementing bidding strategies. Experience with programmatic buying a plusExperience collecting/analyzing data and generation actionable insights using analytics and campaign management programs, e.g., Google Analytics, Adobe, DoubleClick Campaign ManagerKnowledge of optimization and campaign management systems, e.g., CMS, Tag Management, Atlas, Adobe Analytics, Google Analytics, Adobe Target, Adobe Audience ManagerWorking Knowledge of other analytics and data visualization tools, Google Trends, Google Data Studio, Tableau, Event Tracking and Tagging (Google Tag Manager, Adobe Launch)Ability to understand the key business objectives and create a Media optimization and measurement strategy with strong focus on online sales growth.

Behavioral SkillsTeam player, who is ready to take the ownership on the numbers and deliver the resultsReady to work under pressure

CompetenciesSEM, Programmatic advertising, Affiliate Marketing, MS excelKEY INTERACTIONS(Who does this position interact with on a regular basis to perform this role? Please do not add immediate supervisors/ reportees to the list of internal interface)INTERNALEXTERNALProduct teamsComplianceBusiness teamsPhone Banking teamMarketing teamDigital Marketing AgencyCreative teamWebsite team

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