Digital Marketing Manager

**Digital Marketing Manager (Website + Android App Growth)

Two-Wheeler Loan Sourcing Platform – Full 0→1 Growth Ownership**

Role Overview

We are launching a new digital platform —
website + Android app
— to help customers apply for two-wheeler loans with exclusive discounts.

We need a
hands-on Digital Marketing Manager
who can build the entire growth engine from scratch: SEO, ASO, Google Ads, Meta Ads, app-install funnels, tracking, analytics, and creative strategy.

This is a full
performance + organic growth
role with end-to-end ownership of launching, scaling, and continuously optimizing both the website and mobile app.

Key Responsibilities
1. Full Funnel Growth Strategy — Website + App

• Create integrated growth plans for both website lead-gen and app installs.
• Identify customer journeys and optimize web → app → loan application funnels.
• Conduct competitor analysis (BankBazaar, CreditMantri, Bajaj, Paytm, other loan apps).

2. Performance Marketing (Google Ads + Meta Ads)
Google Ads

• Manage Search, PMax, Display & YouTube campaigns for loan intent keywords.
• Build separate campaigns for
  App Install + App Engagement
  .
• Optimize for
  per install cost
  ,
  lead quality
  ,
  profile completion
  , and
  loan submission
  .

Meta Ads

• Create Lead Ads, App Install Ads, Retargeting Ads.
• Run dynamic creatives focused on offers, discounts, and fast processing.
• Build custom audiences (site visitors, partial form fill, app users, etc.).

App Campaigns

• Run
  Google UAC (Universal App Campaigns)
  for installs and in-app conversions.
• Improve:
• Cost per Install (CPI)
• Registration completion rate
• Loan application submission rate

3. SEO + ASO
SEO (Website)

• Plan and build keyword clusters for two-wheeler loans, discounts, EMI calculators.
• On-page optimization, schema, technical SEO, speed optimization.
• Build backlinks, local citations, review pages.

ASO (Android App Store Optimization)

• Keyword research for Play Store ranking.
• Optimize app title, description, screenshots, icons, promo videos.
• Run A/B tests on Play Console to improve install conversion rate.

4. Tracking, Analytics & Performance Reporting

• Implement GA4, Google Tag Manager, Firebase Analytics for the app.
• Setup event tracking:
• Install
• Registration
• Loan enquiry
• Document upload
• Application completed
• Build Looker Studio dashboards for daily/weekly performance tracking.
• Measure CAC, CPI, CPL, ROAS, retention, uninstall rate, and funnel drop-offs.

5. Conversion Rate Optimization (CRO)

• Optimize landing pages, app onboarding screens, CTAs, and funnels.
• Use tools like Hotjar, Firebase A/B testing, and Play Store experiments.
• Run multivariate tests to improve lead quality and conversion.

6. Creative & Content Strategy

• Work with designers to create banners, videos, reels, and app promo creatives.
• Write SEO-friendly content, app descriptions, ad copy, and notifications.
• Plan influencer campaigns, affiliate partnerships, and referral pushes.

7. App Engagement & Retargeting

• Set up push notifications (Firebase), in-app messages, and remarketing.
• Build re-engagement campaigns for users who:
• Installed but didn't register
• Registered but didn't apply
• Dropped during loan documentation
• Ensure users return to complete the loan process.

8. Close Collaboration With Tech Team

• Ensure the website and app both follow growth-friendly architecture.
• Ensure smooth CRM integrations, event tracking, and lead routing.
• Improve Core Web Vitals, app size, loading speed, and form flow.

9. Budgeting & Growth Ownership

• Allocate budget across Website SEO, Google Ads, Meta Ads, App Installs.
• Maintain target CPI, CPL, and conversion cost.
• Execute daily optimizations to maintain campaign profitability.

Skills & Experience You Should Look For
Mandatory

• 3–7 years experience in
  Digital Marketing
  , especially performance-driven lead gen.
• Must have
  launched both a website + mobile app from scratch
  .
• Hands-on with:
• Google Ads
• Meta Ads
• Google UAC (App Campaigns)
• Firebase
• GA4
• Tag Manager
• Play Store Console

Technical & Analytical

• Expertise in funnel analysis, event tracking, MMPs (Branch/Adjust optional), UTM mapping.
• Fluency in looker dashboards, cohort analysis, LTV calculation.

SEO + ASO

• Able to grow organic traffic and organic installs.
• Experience with Ahrefs, SEMRush, ScreamingFrog.

Creatives & Content

• Ability to write ad copy, app store descriptions, landing pages.
• Ability to work with designers/creators for high-conversion creatives.

Startup Attitude

• Loves building 0 → 1 systems.
• Bias for execution and quick experiments.
• Ownership mindset (treats the project like their own).

Bonus Skills

• Experience in fintech/loan/insurance lead-gen is a huge plus.
• Experience running WhatsApp automation, CRM workflows (Zoho, LeadSquared, Freshsales).
• Basic knowledge of HTML, UX, app onboarding optimizations.