Digital Marketing Manager

About Vivriti Group

Vivriti Group is a trailblazer in the mid-market lending space, offering customized debt solutions to mid-sized enterprises. The group operates through two core businesses:

• Vivriti Capital Limited:
  A systematically important Non-Banking Financial Company (NBFC ND-SI) regulated by the Reserve Bank of India (RBI). Vivriti Capital has disbursed over USD 3 billion to 300+ enterprise borrowers and holds a CRISIL rating of A+.
• Vivriti Asset Management:
  A fixed-income fund manager, managing multiple Alternative Investment Funds (AIFs). With over USD 550 million in commitments from 900+ institutional and private contributors, Vivriti AMC has invested more than USD 600 million across 90+ entities.

Job Summary:

You will be responsible for defining an ambitious Digital Marketing strategy, as well as being able to execute the plans with excellence, deliver results, and evaluate performance. You will help us build our story and shape our company's image to its external stakeholders. You will primarily use web technologies to achieve our business growth goals, identify needs and new opportunities, and aspire to increase brand awareness.

Key Responsibilities:

Digital Marketing Strategy:

• Be responsible for the planning, development, and execution of strategic direction for brand building, comprehensive marketing programs, and digital experiences.
• Design and implement brand strategy, set specific objectives to reach out to our external stakeholders – institutional and retail investors – and monitor progress.
• Own all digital assets, including the mobile app, website, portals, and presentation decks.
• Oversee 360-degree digital marketing implications such as managing marketing databases, SEO, email marketing, paid advertising campaigns, and social media.

Website Strategy, Development & Coordination:

• Lead the strategic planning and coordination of all website development, redesign, and ongoing maintenance projects.
• Collaborate closely with IT, product, and design teams to ensure the website serves as a central hub for marketing and business objectives.
• Oversee the implementation of UI/UX best practices to ensure an intuitive, engaging, and high-converting user experience across all digital properties.
• Manage and optimize content within Content Management Systems (CMS) to ensure freshness, relevance, and SEO performance.
• Ensure the website adheres to legal, compliance (especially financial services regulations), and accessibility standards.
• Strong grasp of UI/UX principles to ensure optimal website design and user flow.
• Expertise in Content Management Systems (CMS) like WordPress or similar platforms, for content updates and site management is preferred.
• Experience with Conversion Rate Optimization (CRO) strategies and A/B testing tools (e.g., Google Optimize).
• Ability to effectively manage external vendors, agencies, or technology partners involved in website projects.
• Familiarity with data visualization tools for comprehensive website and marketing performance reporting.
• Understanding of legal and compliance requirements for digital marketing and web content in the financial sector.
• Knowledge of web accessibility standards (WCAG).
• Awareness of website security best practices.

Content Marketing:

• Own the content calendar to scale our messaging and support lead-generation programs across regions.
• Responsible for the quantum and quality of engagement on blogs and websites.
• Update content and website links for maximum optimization and search engine rankings.
• Ensure regularity of high-quality content across platforms (e.g., blogs, tweets, opinions posted on financial/investment discussion forums, articles).

SEO & Paid Media:

• Responsible for website page rankings, usability, and all aspects related to Search Engine Optimization (SEO), including improving Index Kudos.
• Select and bid for keywords, oversee the creation of display ads, manage placement, and analyze the performance of all paid advertising campaigns.

Social Media and Analytics:

• Lead and execute social media campaigns, determining the optimal media mix based on target audiences.
• Be responsible for all regular reporting and analysis of digital activity, providing crucial insights into further sales and marketing opportunities, and effectively communicating findings to the team.
• Accountable for the P&L of various marketing campaigns, measuring ROI, and analyzing them for feasibility and business impact.

Desired Skills and Experiences:

• Experience:
  Possess relevant work experience, 8-12 years in Digital Marketing, content marketing, SEO, preferably in a financial services company, product-based company, or a start-up. An MBA background would be an advantage. A candidate who has worked in a B2B financial services environment and helped the organization scale via branding, PR, and digital campaigns will be ideal.
• Communication: Strong written and verbal communication skills with an excellent command over the English language.
• SEO & Content: In-depth knowledge of keyword research, SEO copywriting, and the behaviors of search engines. Prior experience in content marketing and content growth strategies.
• Analytical Thinking: Numerically oriented and data-driven thinking, with experience in using web analytics and social media analytics tools to help measure and optimize campaign performances.
• Creativity: Creativity to design impactful campaigns, select target audiences, and understand consumer behavior.
• Project Management & Collaboration: Must be able to juggle multiple projects at the same time and demonstrate strong cross-functional collaboration skills, working effectively with sales, product, IT, and legal teams. Experience working with agile methodologies is a plus.
• Resilience: Demonstrated resilience – stayed with companies and taking businesses to scale, and have definitely not 'hopped jobs.'
• Adaptability: Ability to work in a fast-paced dynamic environment and juggle multiple priorities while working effectively in a team.
• Ability to travel and do recon with brand team and open to collaboration across verticals

Work Environment Details:

An opportunity to play a formative role in an ambitious financial services marketplace spanning debt capital markets, institutional finance, lending, and asset management. A journey that will challenge and reward you in a manner few others will.

Job Location: Mumbai / Chennai (Immediate joiners preferred)