Performance Marketing Manager: Programmatic

Title Performance Marketing Manager: Programmatic & Native

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 managersand private individuals. Were proud to have been helping our clients build better financial futures for over 50 years.

About your team

With FILs 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

We are looking for an experienced Performance Marketing Manager to come and lead our Programmatic Display channel and Native Advertising. You'll play a pivotal role in driving measurable new customer growth - contributing to the wider success of our Customer Growth and Retention Marketing team.

Youll have a strong background in display marketing, but also have broader paid media channel experience to draw from as channel responsibilities may evolve over time. Experience in Native advertising would be very desirable. Youll have excellent analytical skills, be able to juggle competing deadlines and have strong stakeholder management skills as this role is supported by a digital agency.

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.

Key responsibilities

Programmatic Marketing Strategy:

• Develop the Programmatic Display and Native advertising strategy tasked with generating cultivating prospect demand to grow new prospect acquisition.
• Develop the annual display and native marketingplan and associated forecast budget plan. Closely collaborating with the Brand & Acquisition Campaign, Site Performance and Product Marketeers. Covering always on and campaign integration periods.
• Identify optimal use of DSPs, Ad Exchanges and other programmatic partners to maximise audience targeting
• Analyse customer data and behaviour to identify opportunities for prospect acquisition across various products and services within display.
• Drive display and native 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 Programmatic Display and Native campaigns and always-on activity (in conjunction with our digital agency) to drive maximum visibility, efficiencies and new customer conversion rates
• Develop advanced audience targeting strategies and manage display budgets to drive prospect acquisition and conversions (application start rates). Oversee campaign timelines, budgets, and deliverables with a focus on quality and efficiency. Working with content creators to ensure ads align with brand messaging and audience interests.
• 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 digital agency to ensure Display and Native activity is delivered on time and to high standard
• Educate the business on latest Display and Native techniques, best-practice and competitor informed insights. Proactively highlight opportunities to support your growth objectives or the broader GPS marketing plan.

Performance Analysis:

• Continuously monitor 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 programmatic roadmap and in year forecasts, whilst highlighting the next priorities. Confidently present plans and insights to stakeholders - building trust and supporting budget allocation.

Key competencies and experience

• Technical Search Expertise: 3+ years of proven experience running display campaigns with a track record of driving results and campaign efficiency. Good understanding of DSPs, SSPs, Ad Exchanges, RTB options and capabilities etc. Proven creative development and optimisation experience, talented at creating suites of engaging, action orientated, on-brand assets. The ideal candidate will have broader paid media channel experience including Native Advertising to draw from as channel responsibilities may evolve over time.
• 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 the broader programmatic 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 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.
• Focus on Personal Development: Passion for personal development (technical expertise and core competencies), focused on keeping up to date with the latest technical, industry and competency trends and best practise. Proven experience of upskilling others would be an advantage.
• Industry Experience: Experience working within Financial Services and understanding of UK FCA compliance requirements would be an advantage but not essential.