Performance Marketing Manager
4 days ago
POSITION DESCRIPTION
JOB TITLE
Performance Marketing Manager
DEPARTMENT
Marketing
LOCATION
HO/RO/BRANCH
SUB-DEPARTMENT
Digital Marketing
TYPE OF POSITION
Full-time
REPORTS TO
Lead Performance Marketing
REPORTING INTO
Head – Digital Marketing
ROLE PURPOSE & OBJECTIVE
Enable 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 SIZE
NON-FINANCIAL SIZE
Manage spend of 1,00,00,000 for Performance marketingTotal Revenue target 100 cr
- Number of vendors-1/ consultants-7
- All bank products & services Digital marketing
KEY DUTIES & RESPONSIBILITIES OF THE ROLE
Planning and Strategy Manage & implement performance marketing initiativesDriving execution of attribution modelingReviewing and streamlining processesPerformance marketing optimization
- Customer (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 initiatives
- Innovation & Learning People & Stakeholder Management. Work closely with agency and deliver on the expected results Build maintain toolkits & test libraries to optimize marketing performance
- Keeping up-to-date with global best practices, innovations and tech developments and bring the same change in the organization
- Partner 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
Educational
Qualifications
Graduate 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
Certifications
- Certification of Google Analytics Google Ads Certification, Facebook Blue Print Certification
Functional Skills
- Deep experience in planning and buying of display media, building campaigns, implementing bidding strategies. Experience with programmatic buying a plus
- Experience collecting/analyzing data and generation actionable insights using analytics and campaign management programs, e.g., Google Analytics, Adobe, DoubleClick Campaign Manager
- Knowledge of optimization and campaign management systems, e.g., CMS, Tag Management, Atlas, Adobe Analytics, Google Analytics, Adobe Target, Adobe Audience Manager
- Working 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 Skills
- Team player, who is ready to take the ownership on the numbers and deliver the results
- Ready to work under pressure
Competencies
SEM, Programmatic advertising, Affiliate Marketing, MS excel
KEY 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)
INTERNAL
EXTERNAL
Product teamsComplianceBusiness teamsPhone Banking teamMarketing team
- Digital Marketing Agency
- Creative team
- Website team
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