{"id":2976452,"url":"https://alion.io/job/muthootfincorp-digital-marketing-manager","title":"DIGITAL MARKETING MANAGER","company":{"id":2080538,"name":"Muthoot FinCorp","domain":"muthootfincorp.com","url":"https://alion.io/company/muthootfincorp","size_band":"1001-5000","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"Career site","truth_index":{"grade":"B","score":80,"open_postings":32,"ghost_share":0,"stale_share":1,"repost_share":0,"time_to_fill_p50_days":10,"computed_at":"2026-10-25T05:49:26Z"}},"role":"Marketing","role_family":"Marketing","seniority":"junior","employment_type":null,"work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Chennai, India"],"countries":["IN"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":null,"experience_years_min":2,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"A/B Testing","optional":false},{"name":"WhatsApp","optional":false}],"status":"live","first_seen_at":"2026-10-13T00:00:00Z","employer_posted_date":"2026-10-21","last_verified_at":"2026-10-25T04:32:23Z","board_verified":true,"closed_at":null,"days_open":12,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":12},"description":"Role & Profile: DIGITAL MARKETING - (BPFD)\n1. Digital Campaign Management\nDevelop, plan and execute end-to-end digital marketing campaigns in alignment with business objectives, product priorities and annual marketing plans.\nUnderstand business requirements, customer segments and target audiences to develop relevant campaign strategies.\nCoordinate with Business and Marketing teams to identify campaign objectives, target segments, communication requirements and expected outcomes.\nDevelop campaign communication and content for multiple digital channels, including SMS, WhatsApp, RCS, GIFs/creative assets, Website/digital journeys\nCreate and curate engaging, customer-centric and response-oriented content to drive customer action.\nEnsure campaigns are aligned with brand guidelines, customer communication standards and regulatory requirements applicable to the business.\nCoordinate campaign execution with internal stakeholders and technology teams.\nMonitor campaign performance and continuously optimize campaigns based on customer response and business outcomes.\n2. Campaign Budget Planning & Allocation\nSupport the development of the annual digital marketing campaign budget in alignment with the Annual Business Plan.\nPlan and allocate budgets across various products, customer segments, campaigns and digital channels.\nWork closely with Business and Marketing teams to prioritize campaigns based on business potential and expected ROI.\nTrack campaign-level cost effectiveness and ROI.\nIdentify opportunities for cost optimization without compromising customer reach or campaign effectiveness.\nProvide periodic budget utilization and variance reports to relevant stakeholders.\n3. Digital Platform & Customer Journey Management\nManage and coordinate requirements related to website pages, landing pages and digital customer journeys.\n4. Digital Channel Enablement\nDrive 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.\n5. Digital Customer Experience & Conversion Optimization\nAnalyse 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.\n6. Cross-Functional Projects\nWork 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\n7. Data Analysis & Performance Reporting\nTrack and analyse campaign and digital platform performance.\nDevelop dashboards/MIS reports for campaign performance and business impact.\nConvert campaign data into actionable business insights.\nIdentify trends in customer behaviour, engagement and conversion.\n8. Stakeholder & Vendor Management\nClearly understand and communicate business requirements to technology and external partners.\nCoordinate with external agencies/vendors for campaign execution, digital communication and technology enablement. Negotiate timelines, deliverables and commercials wherever required.\nBuild effective relationships with internal and external stakeholders to ensure seamless campaign execution.\nROLE SPECIFICATION\nRole Title\nDigital Marketing\nEmployee Interviewed\nMS. Vidya Swaminathan. Head-Marketing, BPFD\nReports To\nMS. Vidya Swaminathan. Head-Marketing, BPFD\nCompany\nMuthoot Fincorp Limited\nFunction/Department\nMarketing\nLocation\nChennai\nWritten By\nApproved By (Functional)\nMs.Vidya Swaminathan\nApproved By (People & Culture)\nDate (Written On)\nROLE SUMMARY\nThe 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.\nThe 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.\nThe 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.\nORGANIZATIONAL CHART\n\nKEY RESPONSIBILITIES\nOperations & Transactional\nPlan, coordinate and execute digital marketing campaigns across SMS, WhatsApp, RCS, GIFs, digital notifications, website and voice channels.\nCoordinate with Business and Marketing teams for campaign requirements, target segments, communication content and execution timelines.\nCreate, review and deploy customer communication content in line with brand and regulatory guidelines.\nCoordinate with IT, UI/UX teams and external partners for website pages, landing pages and digital journey requirements.\nManage campaign budgets, allocation, utilization and periodic tracking across products and campaigns.\nCoordinate the implementation and day-to-day operations of RCS, WhatsApp Bots and Voice Bots.\nFacilitate requirement gathering, testing, UAT and deployment of digital campaigns and solutions.\nMonitor campaign performance and prepare MIS, dashboards and performance reports covering engagement, response, conversion and ROI.\nCoordinate with external agencies and technology partners for campaign execution, deliverables, timelines and commercials.\nTrack campaign/project status, dependencies and deliverables and ensure timely closure.\nMaintain campaign-related documentation, reports, trackers and performance records.\nCoordinate with cross-functional stakeholders to resolve operational issues and ensure smooth campaign execution.\nProcess Improvement\nIdentify opportunities to improve digital campaign effectiveness, customer engagement and conversion through data-driven insights.\nAnalyse customer journeys to identify drop-offs, friction points and communication gaps and recommend improvements.\nDrive optimization of website, landing pages and digital journeys to enhance customer experience and conversion.\nIdentify opportunities for automation and digitization of customer communication and engagement processes.\nExplore and implement new digital channels, tools and technologies to improve customer outreach and experience.\nConduct A/B testing and campaign optimization to improve response and conversion rates.\nIdentify opportunities for campaign cost optimization and improved ROI.\nDrive initiatives related to digital transformation, customer experience, business growth and process simplification.\nEvaluate campaign outcomes and identify best practices that can be scaled across products and business verticals.\nRecommend improvements to existing processes, workflows and digital solutions based on customer feedback, analytics and business requirements.\nLead cross-functional improvement projects and track their impact on efficiency, customer experience and business outcomes.\nKEY INTERACTIONS\nInternal Stakeholders\nExternal Stakeholders\nBusiness\nIT\nMarketing\nCustomers\nDigital Solution / Implementation Vendors\nCreative Agencies\nMedia / Channel Partners\nKEY ROLE DIMENSIONS\nGeographical coverage: PAN INDIA\nDirect reportees: Not Applicable.\n Total team size: Not Applicable.\nBPFD\nKEY SKILLS & BEHAVIOURAL ATTRIBUTES\nNegotiation Skills\nImprovisation & Innovaton\nInterpersonal Skills\nCreative Thinking\nEDUCATION / EXPERIENCE\nUG/PG Degree, 2-4 years experience.","description_format":"text","description_chars":8378,"description_truncated":false,"requirements":{"experience_years_min":2,"management_years_min":null,"team_size_min":null,"manages_managers":false,"education":null,"security_clearance":false,"languages":[]},"benefits":[],"hiring_locations":[],"hiring_excludes":[],"relocation_offered":false,"industries":[],"lifecycle":[{"event":"open","at":"2026-10-21T04:54:04Z"}],"visa":[],"liveness":{"score":24,"band":"cold","label":"Long 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