AVP, Marketing

Role Overview

• Acquisition Strategy: Design, plan, and execute high-ROI led marketing events, activations targeted at MSMEs and self-employed customers across key markets.
• Lead Management: Work closely with regional Business teams to ensure a seamless lead flow, effective lead nurturing, and high conversion ratios from marketing activations to final disbursement.
• Channel Engagement: Drive localized activation and engagement programs with key business channels (e.g., Trade bodies, builders, connectors) to foster loyalty and generate quality leads for secured products.
• Local Media Strategy: Identify, assess, and leverage effective local media channels for visibility and awareness activities in key markets.
• Branch Branding & Communication: Oversee the end-to-end execution of branch branding, and local communication development to ensure brand consistency and high recall.
• Vendor Ecosystem: Own the full vendor relationship cycle, including empanelment, negotiation, and monitoring performance of local execution agencies and vendors for all regional activities.
• Financial Oversight: Be accountable for cost efficiency across all regional marketing spend and manage marketing budgets to maximize ROI for lead generation activities.
• Business Ownership: Own marketing KPIs that directly correlate to business numbers, including new customer acquisition and lead quality.
• Stakeholder Alignment: Collaborate effectively with senior leadership, regional Business Heads and teams, to align marketing efforts with lending targets.

Requirements

• Total Experience: 12+ years of comprehensive experience in ROI-driven marketing and brand management.
• Bachelor’s or Masters degree specialising in Marketing / Communications.
• Mandatory experience in NBFC or Housing Finance (HFC) focused on secured lending products, particularly Loan Against Property (LAP).
• Proven, hands-on experience managing and executing marketing strategies across Pan-India, especially Tier 3 and Tier 4 cities/towns.
• Deep expertise in Trade Marketing, Regional Marketing, and BTL activations for customer acquisition and lead generation.
• Established, reliable network of local media partners and execution vendors across various regions of India.
• Strong, demonstrated understanding of local media consumption habits, regional cultural nuances, and effective marketing mixes that resonate in specific regions and customer segments.
• Willingness to travel: Required to be on the ground across Pan-India markets.
• Multi-tasker, Detail-Oriented, High Autonomy & Ownership: Overseeing multiple cities concurrently.

Benefits

• Health insurance
• Flexible work arrangements
• Professional development opportunities