Digital Marketing Manager

Job description

**Job Requirements** **Role/ Job Title:** Digital Marketing Manager **Function/ Department:** Digital Acquisition **Job Purpose:** IDFC FIRST Bank is seeking a highly analytical and technically proficient Manager for Digital Marketing. This role is a cornerstone of the Digital Acquisition team, responsible for optimizing multi-channel funnels through rigorous data engineering, attribution modeling, and strategic experimentation. In this role, candidate will go beyond traditional reporting to act as a "Data Storyteller." Candidate will be responsible for architecting our analytics ecosystem, maintaining absolute data sanctity, and translating complex behavioral data into compelling insights that drive strategic decision-making. Your goal is to bridge the gap between raw data and executive action through advanced visualization and diagnostic storytelling. **Roles & Responsibilities:** - Data Storytelling & Strategic Insight Discovery - Narrative Construction: Transform fragmented metrics into cohesive "data stories" that explain the "why" behind user behavior and funnel performance. - Insight Synthesis: Proactively identify non-obvious growth opportunities and friction points through cross-channel data synthesis (GA4 + Clevertap + CRM). - Stakeholder Influence: Deliver high-impact presentations to Performance Marketing, Product, and Senior Leadership, translating technical findings into clear, jargon-free business recommendations. - Attribution Management & Data Governance - Attribution Modeling: Design and manage multi-touch attribution (MTA) frameworks to evaluate the incremental impact of digital campaigns across Search, Social, Programmatic, and Affiliate channels. - Channel Mapping Sanctity: Act as the primary owner of marketing taxonomy. Ensure the absolute sanctity of UTM structures and source-medium mapping to maintain a seamless data flow between GA4, Clevertap, and internal CRM systems. - Tracking Integrity: Conduct regular audits of tracking implementations via Google Tag Manager (GTM) to eliminate data leakage and ensure a "single source of truth" for all performance reporting. - Mobile measurement tool: Know how of Appsflyer, managing end-to-end attribution logic and OneLink deep-linking to ensure a seamless user journey from discovery to account opening. - Technical Analytics & Data Engineering - Cloud Analytics: Leverage Google BigQuery to perform deep-dive analysis on raw GA4 data, bypassing standard UI limitations to uncover granular user behavioral patterns. - Database Mastery: Utilize advanced SQL to merge disparate datasets (on-site behavior + back-end disbursement data) to provide end-to-end funnel visibility. - Dashboard Automation: Architect and maintain automated performance dashboards (Looker Studio/Tableau) to provide real-time insights to the acquisition team. - Conversion Rate Optimization (CRO) - Experimentation Roadmap: Lead the end-to-end A/B testing lifecycle, from data-driven hypothesis generation to technical execution and post-test statistical validation. - Funnel Analysis: Identify high-friction points in digital application journeys using heatmaps, session recordings, and advanced funnel visualization. - Retention Orchestration: Utilize Clevertap to analyze user cohorts and optimize automated nudges to re-engage prospects at critical drop-off stages. - Stakeholder Consultancy - Strategic Insights: Translate complex technical data into actionable narratives for Performance Marketing, Product, and UX teams regarding traffic quality and user friction. - Feedback Loops: Proactively advise creative and media teams on high-performing segments to refine targeting and creative strategies. **Education Qualification:** Graduation: Degree in Marketing, Business Administration, or related field Post-graduation: MBA **Experience:** - 2 to 5 years of relevant experience in Web Analytics, CRO, or product management. preferably within BFSI or services catering to BFSI. - Expert proficiency in GA4 (Google Analytics 4), and Clevertap - Advanced SQL (mandatory) and experience with Google BigQuery - Proven experience with A/B testing platforms (e.g., VWO, Optimizely or Adobe Target)