DIGITAL MARKETING MANAGER

Role & Profile: DIGITAL MARKETING - (BPFD)

1. Digital Campaign Management

Develop, plan and execute end-to-end digital marketing campaigns in alignment with business objectives, product priorities and annual marketing plans.

Understand business requirements, customer segments and target audiences to develop relevant campaign strategies.

Coordinate with Business and Marketing teams to identify campaign objectives, target segments, communication requirements and expected outcomes.

Develop campaign communication and content for multiple digital channels, including SMS, WhatsApp, RCS, GIFs/creative assets, Website/digital journeys

Create and curate engaging, customer-centric and response-oriented content to drive customer action.

Ensure campaigns are aligned with brand guidelines, customer communication standards and regulatory requirements applicable to the business.

Coordinate campaign execution with internal stakeholders and technology teams.

Monitor campaign performance and continuously optimize campaigns based on customer response and business outcomes.

2. Campaign Budget Planning & Allocation

Support the development of the annual digital marketing campaign budget in alignment with the Annual Business Plan.

Plan and allocate budgets across various products, customer segments, campaigns and digital channels.

Work closely with Business and Marketing teams to prioritize campaigns based on business potential and expected ROI.

Track campaign-level cost effectiveness and ROI.

Identify opportunities for cost optimization without compromising customer reach or campaign effectiveness.

Provide periodic budget utilization and variance reports to relevant stakeholders.

3. Digital Platform & Customer Journey Management

Manage and coordinate requirements related to website pages, landing pages and digital customer journeys.

4. Digital Channel Enablement

Drive implementation and enhancement of emerging digital communication channels. Coordinate with IT, Marketing and relevant technology partners for implementation of: Rich Communication Services (RCS), WhatsApp conversational Bots, Voice Bots, Other emerging digital engagement platforms. Translate business and customer requirements into clear technology requirements and functional specifications. Participate in requirement gathering, testing, UAT and implementation of digital solutions. Ensure smooth coordination between Business, Marketing, IT and external technology partners. Monitor adoption, customer engagement and performance of newly implemented digital channels. Identify opportunities to automate customer communication and improve customer journeys through digital technology.

5. Digital Customer Experience & Conversion Optimization

Analyse customer behaviour and digital journey performance to identify opportunities for improving customer experience. Identify friction points, drop-offs and communication gaps across digital journeys. Ensure digital experiences are simple, intuitive, relevant and customer centric.

6. Cross-Functional Projects

Work on strategic projects assigned by the Marketing team, Business teams and other cross-functional stakeholders. Manage projects that are focused on: Business growth, Customer acquisition, Customer engagement, Customer experience, Digital transformation, Process improvement, Communication automation

7. Data Analysis & Performance Reporting

Track and analyse campaign and digital platform performance.

Develop dashboards/MIS reports for campaign performance and business impact.

Convert campaign data into actionable business insights.

Identify trends in customer behaviour, engagement and conversion.

8. Stakeholder & Vendor Management

Clearly understand and communicate business requirements to technology and external partners.

Coordinate with external agencies/vendors for campaign execution, digital communication and technology enablement. Negotiate timelines, deliverables and commercials wherever required.

Build effective relationships with internal and external stakeholders to ensure seamless campaign execution.

ROLE SPECIFICATION

Role Title

Digital Marketing

Employee Interviewed

MS. Vidya Swaminathan. Head-Marketing, BPFD

Reports To

MS. Vidya Swaminathan. Head-Marketing, BPFD

Company

Muthoot Fincorp Limited

Function/Department

Marketing

Location

Chennai

Written By

Approved By (Functional)

Ms.Vidya Swaminathan

Approved By (People & Culture)

Date (Written On)

ROLE SUMMARY

The Digital Marketing role will be responsible for planning, executing, monitoring and optimizing digital marketing campaigns across products and customer segments, with a strong focus on business growth, customer engagement and digital customer experience.

The role will work closely with Business, Marketing, IT, UI/UX and other cross-functional teams to translate business requirements into effective digital campaigns, journeys and communication solutions across channels such as SMS, WhatsApp, RCS, Voice Bots, websites and other digital platforms.

The position will also be responsible for campaign budgeting, performance analytics, digital journey optimization and execution of strategic projects aimed at improving customer acquisition, engagement, conversion and overall customer experience.

ORGANIZATIONAL CHART

KEY RESPONSIBILITIES

Operations & Transactional

• Plan, coordinate and execute digital marketing campaigns across SMS, WhatsApp, RCS, GIFs, digital notifications, website and voice channels.
• Coordinate with Business and Marketing teams for campaign requirements, target segments, communication content and execution timelines.
• Create, review and deploy customer communication content in line with brand and regulatory guidelines.
• Coordinate with IT, UI/UX teams and external partners for website pages, landing pages and digital journey requirements.
• Manage campaign budgets, allocation, utilization and periodic tracking across products and campaigns.
• Coordinate the implementation and day-to-day operations of RCS, WhatsApp Bots and Voice Bots.
• Facilitate requirement gathering, testing, UAT and deployment of digital campaigns and solutions.
• Monitor campaign performance and prepare MIS, dashboards and performance reports covering engagement, response, conversion and ROI.
• Coordinate with external agencies and technology partners for campaign execution, deliverables, timelines and commercials.
• Track campaign/project status, dependencies and deliverables and ensure timely closure.
• Maintain campaign-related documentation, reports, trackers and performance records.
• Coordinate with cross-functional stakeholders to resolve operational issues and ensure smooth campaign execution.

Process Improvement

• Identify opportunities to improve digital campaign effectiveness, customer engagement and conversion through data-driven insights.
• Analyse customer journeys to identify drop-offs, friction points and communication gaps and recommend improvements.
• Drive optimization of website, landing pages and digital journeys to enhance customer experience and conversion.
• Identify opportunities for automation and digitization of customer communication and engagement processes.
• Explore and implement new digital channels, tools and technologies to improve customer outreach and experience.
• Conduct A/B testing and campaign optimization to improve response and conversion rates.
• Identify opportunities for campaign cost optimization and improved ROI.
• Drive initiatives related to digital transformation, customer experience, business growth and process simplification.
• Evaluate campaign outcomes and identify best practices that can be scaled across products and business verticals.
• Recommend improvements to existing processes, workflows and digital solutions based on customer feedback, analytics and business requirements.
• Lead cross-functional improvement projects and track their impact on efficiency, customer experience and business outcomes.

KEY INTERACTIONS

Internal Stakeholders

External Stakeholders

Business

IT

Marketing

Customers

Digital Solution / Implementation Vendors

Creative Agencies

Media / Channel Partners

KEY ROLE DIMENSIONS

• Geographical coverage: PAN INDIA
• Direct reportees: Not Applicable.
• Total team size: Not Applicable.

BPFD

KEY SKILLS & BEHAVIOURAL ATTRIBUTES

• Negotiation Skills
• Improvisation & Innovaton
• Interpersonal Skills
• Creative Thinking

EDUCATION / EXPERIENCE

• UG/PG Degree, 2-4 years experience.