Bajaj Finserv - Head - Digital Marketing Strategy/Capabilities & Engagement

WHY THIS POSITION IS REQUIRED

We believe we are a financial institution with the heart of a technology company. This belief drives our passion and ambition to be at the cutting edge of digital practices and embed digital at the heart of our marketing strategy.

Over the years, we have built digital capabilities across various parts of the company. We are looking at someone who can take someone who can consolidate all our customer facing digital practices, create the overall strategic digital marketing footprint, and leverage technology to drive the next phase of growth for business. This position will directly and indirectly manage a team of more than 20 people, across digital engagement, marketing and capabilities development.

KEY ROLES AND RESPONSIBILITIES

DIGITAL STRATEGY

- Create and nurture the digital brand and its portfolio of practices and capabilities

- Codify long term digital marketing strategy

- Create the frameworks for each digital marketing practice and platform

- Define the blueprint of the ecosystem of consumer facing proprietary digital assets of the company

- Define the strategic blueprint for our mobile assets and the ecommerce platform

- Work with the cross-functional senior teams to influence the strategic direction of the above assets and initiatives

- Harness technology to find new ways to reach the consumer and generate insights from the consumer's footprint

- Create a culture of test and learn by working with BI and Analytics. Drive various practices to embed this approach in their ongoing plans and through the various initiatives

INTEGRATED DIGITAL MARKETING

- Translate business goals and insights into effective digital marketing strategies

- Create and execute a comprehensive content marketing strategy to build psychological size

- Oversee multiple channels, formats and practices, and adjust the marketing mix to achieve desired objectives

- Leverage various platforms like Advertising platforms, listening tools, Campaign management platforms, Social platforms and alike, to orchestrate successful campaigns across the entire digital ecosystem

- Own and leverage all managed marketing channels including: email, organic search, paid search, affiliates, app download campaigns, display advertising, and paid and social to drive traffic to digital assets

- Leverage content to drive influence through social media platforms and relevant third party platforms

PERFORMANCE MARKETING

- Drive overall brand and business KPIs across all platforms and initiatives through the year

- Drive traffic and offtake growth on all devices (app, mobile site and desktop) through the various teams within the COE

- Drive analytics implementation & usage across all digital assets & leverage BI to improve metrics

- Own campaign ROI across all digital initiatives and improve returns on Investment

DIGITAL INTERFACE AND EXPERIENCE DESIGN

- Develop the overall design philosophy for our digital brand assets

- Identify and onboard latest digital design practices and technology platforms to steer the interface design and digital experience approach for the company

- Define and implement a multi-disciplinary design approach to user interface design across our proprietary assets and ongoing investments in new platforms

- Identify, onboard and nurture an extended ecosystem of design partners to lead creation of benchmark digital experiences

- Ongoing assessment and evaluation of the interface approach across our assets

- Work with the Research COE to implement a real time testing framework to evaluate usability and experience

PLATFORMS MAINTENANCE AND ENHANCEMENTS

- Plan and execute the annual capability enhancements plan across all the assets

- Work with various businesses to implement tactical requirements on an ongoing basis

- Create a governance and content updation framework to ensure all content across our proprietary platforms is current and correct

ENGAGEMENT

- Steer all engagements across various disintermediated businesses and ensure the entire digital marketing ecosystem is being leveraged effectively to deliver overall business objectives

- Work with senior members across various COEs within the function to ensure all earmarked plans and initiatives are executed within the stipulated time frames and as per plan

- Create a monitoring and reporting framework to ensure the above and to assess points of course-correction

- Single point ownership of business KPIs within the marketing function