Head - Digital Marketing - eCommerce Startup

Position Title: Head- Digital Marketing

Purpose of the job: Responsible for the overall digital strategy, media planning, media buying, trafficking, optimizing, and managing hundreds of campaigns, and tens of thousands of keywords aimed at generating traffic and leads. The role will be critically responsible for generating new & innovative avenues for digital marketing and digital brand building. Ensuring unit economics profitability after user acquisition costs will be an important responsibility & KRA of the role.

Functional Expectations and Drivers (Group Level)

1. Business Strategy Planning and Innovation:

2. Compliance & Monitoring:

- Development of the overall Performance marketing strategy to meet the needs of the business plan.

- Implement/monitor the daily delivery of PolicyBazaar's paid digital marketing strategy.

- Devising strategies to drive online traffic (country, category, Feature, offer, etc.) through data led decision making specifically focusing on the balance between customer acquisition, retention, LTV & Unit economics.

- Conceptualize and implement optimization strategies and tests for SEM campaigns

- Hands-on bid optimization to meet and exceed volume and ROI targets.

- A/B test landing pages, creative, messaging and multiple user experiences

- Build and develop keyword expansion plans.

- Competitive Research

- Search Analytics

- Search Query Optimization

- Quality Score Optimization

- Develop, maintain and analyze detailed reporting of campaigns

- Generate quantitative analysis and models to optimize campaigns

- Evaluation and monitoring of all the marketing campaigns, as well as, sales reports, to plan future campaign initiatives as per review cycle - daily (team level), weekly(dept. level), monthly(company level).

- Monitor threats and opportunities and amend actions where necessary, to ensure brand/Sales development

- Protect the use of the PolicyBazaar brand guidelines and ensuring its compliance in all forms of communication internally and externally.

- Ensuring compliance in all the identified business areas like Intellectual Property Rights, Trademark, Licensing, etc.

- Ensuring adequte MIS reporting for digital marketing.

3. Relationship Management & Communication:

- Negotiates with Media agents to secure agreements in favour of PolicyBazaar

- Coordinate and participate in promotional activities and trade shows, working with developers, advertisers to market products and services

Desired Skills & Experience:

- Have strong organizational and operational skills, being able to manage multiple projects at once, develop processes, set timelines, etc.

- Strong mathematical and analytical skills coupled with a strong marketing insight and training.

- Have a deep understanding of the search, social, digital media landscape.

- Advanced skills in SEM, Adwords, Adcenter and Microsoft Excel are a must.

- Strong analytical background and can define report on, and optimize key metrics on a weekly/monthly/quarterly basis.

- Have polished presentation, communication, and analytical skills.

- Familiarity with lead generation in the online space.

Operational Expectations, specific to the role:

- Briefing and managing external agencies / vendors and internal colleagues, and of managing external developers.

- Develop a high-performing team with a - can do- attitude and a distinct internal- customer service focus.

- Monitor the performance of the team and ensure the necessary direction and training are provided.

- Facilitate effective and efficient cross-functional communication and ensure seamlessness.

- Impart Training to the team

- Maintain close liaison with all departments on activities and seek and leverage

- Attending the Review meetings & Undertake any other responsibilities assigned by the CEO/ Function Head.