Position: Performance Marketing/Digital Media Planner
Experience Required: 3 to 4 Years
Location: Dwarka, New Delhi
Employment Type: Full Time – Onsite secondment
About the Role
We are seeking a performance driven Performance Marketing Specialist with proven experience in the BFSI sector to lead paid media initiatives for a banking client. The role requires a deep understanding of financial products such as savings accounts, current accounts, credit cards, personal loans, home loans, insurance, and investment products.
The candidate must demonstrate expertise in performance marketing within regulated environments, with strong command over compliance sensitive communication, lead quality optimization, and ROI driven campaign execution across Meta, Google, YouTube, LinkedIn, and programmatic platforms.
This role demands analytical rigor, strong attribution understanding, financial funnel optimization skills, and the ability to present performance insights to senior stakeholders with clarity and confidence.
Key Responsibilities1. Media Strategy and Financial Funnel Planning
- Develop monthly and quarterly paid media strategies aligned with banking acquisition and cross sell objectives
- Map channel mix across awareness, consideration, application, approval, and disbursement stages
- Forecast KPIs such as CPL, CPA, CAC, approval rate, disbursement rate, and ROAS
- Design performance strategy decks tailored for banking leadership teams
- Ensure compliance alignment in all marketing communication
2. Campaign Execution and Optimization
- Launch and manage performance campaigns across Meta, Google Search, Display, YouTube, LinkedIn, and programmatic platforms
- Execute lead generation campaigns for banking products with strong conversion tracking implementation
- Optimize campaigns based on cost per lead, cost per approved application, and cost per disbursement
- Conduct structured A B testing across creatives, landing pages, audiences, bidding models, and offer messaging
- Implement advanced tracking using Google Tag Manager, conversion APIs, offline conversion uploads, and CRM integrations
3. Budget Management
- Manage substantial monthly media budgets with strict cost efficiency targets
- Optimize spend allocation based on product profitability and approval ratios
- Maintain performance within agreed CAC and CPL benchmarks
- Track funnel drop offs and implement corrective optimization strategies
4. Reporting and Analytics
- Build real time performance dashboards tracking marketing to revenue metrics
- Monitor multi touch attribution and assisted conversions
- Share weekly performance reviews with actionable business insights
- Present detailed monthly reports covering product wise performance, audience cohorts, creative impact, and platform efficiency
- Provide data backed recommendations to improve lead quality and approval rates
5. Client Communication
- Present campaign strategies and performance insights to senior marketing stakeholders
- Proactively communicate performance fluctuations and risk mitigation strategies
- Collaborate with product, compliance, and analytics teams
- Maintain strong documentation and reporting discipline
6. Platform Expertise and Continuous Improvement
- Stay updated with financial advertising policies across Meta, Google, and LinkedIn
- Ensure adherence to RBI guidelines and banking communication standards
- Maintain relevant certifications including Google Ads and Meta Blueprint
- Continuously experiment with new ad formats, automation tools, and audience strategies
Required Skills and Qualifications
- 3 to 4 years of hands on experience in performance marketing
- Mandatory experience managing paid campaigns for BFSI clients or financial institutions
- Proven experience in lead generation for banking products such as loans, credit cards, accounts, or insurance
- Strong understanding of audience segmentation, bidding strategies, and financial funnel metrics
- Expertise in Google Analytics, Tag Manager and CRM integrations
- Experience managing large media budgets with strict CAC targets
- Excellent stakeholder management and presentation capability
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