Performance Marketing Manager: Search

Job Description

Title Performance Marketing Manager: Search

Department      Performance Marketing, Customer Growth & Retention Marketing Team, GPS Marketing

Location Gurgaon

Reports To       Head Of Performance Marketing

Level 5

With a global presence across more than 25 locations around the world, Fidelity International (FIL) provides investment services and retirement expertise to everyone from central banks and financial institutions to wealth managers and private individuals.  We're proud to have been helping our clients build better financial futures for over 50 years. 

About your team

With FIL's Global Platform Solutions (GPS) our vision is to be a leading, multinational provider of investment solutions, wealth management and retirement services, offering our customers the very best of Fidelity.

The Customer Growth and Retention Marketing Team play a crucial role in developing and deploying strategies to accelerate revenue generated from Prospects, our Investors and Members. By attracting new prospects and retaining our customers to become their Pension and Investment Platform of choice. 

Because with the right trusted partner, investing becomes more than a financial decision — it's about helping our customers build the life they want and empowering them to feel engaged with their future and investments. So, join our team and be part of delivering our exciting vision.

About your role
You will play a pivotal role in driving measurable prospect growth through the development, implementation and refining of a data-driven, integrated search strategy encompassing both SEO and PPC. This strategy is aimed to deliver prospect acquisition growth across all our Personal Investing Products and Services during both always-on and campaign specific periods.

You'll possess a strong background in paid and organic search, robust analytical skills and the ability to manage competing deadlines effectively. Your natural curiosity and relentless attention to detail enable you to spot innovation opportunities and swiftly address problems or performance gaps. Relishing close collaboration with your Performance Marketing colleagues to ensure together you drive efficient, cross-channel prospect demand generation. Additionally, you have a passion for people leadership, with responsibility for a team of two direct reports.

Key responsibilities

Search Marketing Strategy:

• Develop, implement and refine an integrated search strategy (encompassing both SEO and PPC) tasked with generating / cultivating prospect demand to grow new prospect acquisition.
• Develop the annual search marketing plan and associated forecast and budget plan. Closely collaborating with the Brand & Acquisition Campaign, Site Performance and Product Marketeers. Covering always on and campaign integration periods.
• Analyse customer data and behaviour to identify opportunities for prospect acquisition across various products and services within Search.
• Drive Search performance forward by utilising the latest tools and keeping on top of the latest opportunities and threats, adapting the strategy accordingly.

Execution and Optimisation:

• Plan, execute and optimise PPC campaigns across both Google Ads and Bing (in conjunction with our digital agency) to drive optimal visibility, efficiencies and conversion rates during both Always On and Campaign Integration Periods.
• Develop advanced audience targeting strategies and manage PPC budgets to drive prospect acquisition and conversions (application start rates). Oversee campaign timelines, budgets, and deliverables with a focus on quality and efficiency.
• Continual focus on campaign optimisation / innovation, ensuring test and learn / campaign optimisation is core to the plan. Including effective collaboration with other Performance Marketing channel leads to ensure optimal / flexible use of digital budget where we are seeing greatest potential / ROI.

Collaboration:

• Effective relationship management of all core stakeholders across Marketing and the broader GPS business as well as Digital Agency partners to ensure Search activity is delivered on time and to a high standard.
• Educate the business (Content writers, developers etc) on latest SEO techniques, best-practice and proactively highlight opportunities to support your growth objectives or the broader GPS marketing plan.

Performance Analysis:

• Continuously monitor search performance against core KPIs through effective tracking to deliver clear, data-driven reporting and insights. Continue strengthening foundations to enable full funnel modelling in the future.
• Deliver monthly campaign reports (upstream KPIs) and quarterly KPI Reviews (downstream KPIs). Demonstrate progress against the strategic search roadmap and in year forecasts, whilst highlighting the next priorities. Confidently present plans and insights to stakeholders - building trust and supporting budget allocation.
• Show demonstrable improvements to our organic rankings and traffic through regular technical SEO audits and on-page / off-page optimisations.

People Leadership: Passionate people leader with the ability to lead, coach and develop a high performing team including 2 direct reports. 

Key competencies and experience

• Technical Search Expertise: 3+ years of proven experience in SEO (technical SEO knowledge a plus) and PPC with a track record of driving demand generation and associated prospect performance. Working knowledge of Search tools such as Screaming Frog, SEMrush, Ahrefs (or similar) and PPC platforms.
• Performance Insight and Reporting: Strong analytical skills (ideally with experience using Adobe Analytics) and reporting tools like Power BI. Utilised to monitoring product performance (upstream and downstream) and identify data-driven insights to inform optimisation, prioritisation and inform broader search strategy. Proactively highlighting gaps to solve and opportunities to assess.
• Agency Management: Proficient in managing third party partners to drive best practice and maximise value from the relationships, ensuring agreed outputs are delivered. Agency side experience would be valuable in the absence of client-side experience.
• Communication Skills: Effective communicator, experienced in presenting strategies and building productive relationships. Leveraging data and insights to influence and collaborate with impact amongst a wide range of stakeholders. 
• Project / Campaign Management: Ability to manage multiple initiatives simultaneously, overseeing the execution and optimisation of a range of Search initiatives. Confident at managing budgets and deadlines to meet objectives. Naturally curious, with relentless attention to detail to spot innovation opportunities and quickly address problems or performance gaps.
• People leadership and development: Passionate people leader with the ability to lead, coach and develop a high performing team, ensuring effective execution and alignment with search goals.  
• Industry Experience: Experience working within Financial Services and understanding of UK FCA compliance requirements would be an advantage but not essential.

Feel rewarded

For starters, we'll offer you a comprehensive benefits package. We'll value your wellbeing and support your development. And we'll be as flexible as we can about where and when you work – finding a balance that works for all of us. It's all part of our commitment to making you feel motivated by the work you do and happy to be part of our team. For more about our work, our approach to dynamic working and how you could build your future here, visit

For more about our work, our approach to dynamic working and how you could build your future here, visit