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.