Digital Acquisition Lead

About Us

Anand Rathi Share and Stock Brokers Limited is a leading financial services company with 30 years of proven market excellence. The company offers a wide range of products and services under brokerage and distribution of equities, commodities, currencies and mutual funds. Anand Rathi has a strong presence in India and abroad and serves a diverse client base.

We are now expanding our online business aimed at Millennials and GenZ customer segments via a digital first offering. We are committed to advance the financial well-being of our customers through transparent and responsible product offerings.

We are seeking a dynamic and results driven individual to join our team as Manager/Sr. Manager Digital Acquisition (Equity)

Position Overview

As a Manager/Sr. Manager Digital Acquisition (Equity), you will be responsible to drive and manage end-to-end digital acquisition of Demat and Trading accounts through digital platforms and telesales channels. This includes managing outsourced and internal call centres, ensuring hiring, training, and performance of teams, monitoring daily operations, conducting data analysis, tracking KPIs, and ensuring achievement of business targets. You should have a deep understanding of financial services industry and various digital marketing channels.

Key Responsibilities

1) Call Center Management

• Drive Targets of Account Acquisition, Margin Collection, Demo of Trading Platforms & First Trade Activation
• Drive Targets of Account Acquisition by promoting products like FO, Commodities, Baskets, IPO, FDs, Insurance, PMS etc.
• Define Daily, Weekly & Monthly targets at team and individual level
• Team Reviews to mentor telecallers and take corrective actions whenever required
• Oversee daily operations of Outsourced and Internal Telesales/Call Center teams
• Ensure optimum lead allocation, follow-up processes, and quality control
• Monitor and drive performance through regular audits, call recordings, and feedback loops
• Attention to detailing while reviewing the performance of the team
• Consistently work on improving conversions by regular feedback and collaboration with Marketing team

2) Digital Acquisition Strategy & Execution

• Drive the Acquisition of Demat & Trading accounts & margin collections through leads coming from digital campaigns
• Collaborate with Digital Marketing team for leads generation, feedback, funnel optimization & ROI tracking
• Identify and implement automation and digital tools to optimize the performance of telesales team
• Have strategies for each of the goals and make necessary changes as per data analysis and feedback

3)Collaboration & Innovation

• Collaborate with Marketing, Sales, Revenue, Product, Research & tech teams to constantly align digital acquisition activities with the overall Business Goals
• Prepare and present reports & data analysis with various stakeholders and constantly work on improvising the results for Acquisitions and Margin Collection
• To enhance digital onboarding process, work closely with Product & Tech teams
• Conduct in-depth market research to identify trends, opportunities, and potential areas for acquisitions in the equity market
• Stay abreast of industry developments, competitor activities, and regulatory changes
• Constantly work on new ideas and execution for getting the first mover advantage

4) Reporting & CRM

• Maintain Dashboards of lead funnel tracking, conversions, CPL, CPA, source level performance, etc
• Analyse data to identify bottlenecks and improvement areas in the acquisition journey
• Define key performance indicators (KPIs) related to Feedback & Surveys of various Business Goals and measure the effectiveness
• Continuously share feedback with the Marketing team on leads, accounts and referrals to optimise the campaigns
• Dive into data driven strategies and analysis to leverage acquisition and margin collection
• Work on optimising CRM as per Business needs

Experience

1) Bachelors or a master's degree in finance, Business, Marketing or a related field. MBA is a plus.

2) Min 5 years of experience in Digital Acquisition, progressively taking more responsibilities. Fostering a collaborative and innovative environment.

3) Proven track record of developing and implementing digital acquisition strategies and achieving aligned targets

4) Well versed with CRMs tools, Dialers, Omni Channel & sales performance softwares

5) Exposure to Stock Market and all types of financial products/services

6) Analytical mindset with strong reporting and Excel/CRM proficiency.

7) Understanding of all the technical aspects for onboarding journeys

Personal Skills

1) Exceptional Verbal, Written Communication and Presentations Skills

2) Should have strong networking & relationship building skills

3) Sound decision-making abilities, especially in high-pressure situations, to drive strategies effectively

4) Organised, high energy, results driven, superior problem-solving skills & high attention to detailing

5) Should be a self-starter and proactive target oriented.

6) A strategic mind-set with the ability to develop and execute digital acquisitions plans aligned with organizational goal

7) Effective time management skills to handle multiple tasks simultaneously and meet tight deadlines

8) A customer-centric approach, understanding customer needs and aligning acquisition strategies to enhance customer satisfaction

9) Ability to think creatively and propose innovative solutions to drive growth and gain a competitive edge