The role formulates the strategy and owns the execution, of various online advertising formats/campaigns across all webs, mobile, PPC, and social media channels. The role will work with Marketing, Digital Channels product teams and business leaders to convert organizational business goals and budgets into a comprehensive campaign strategy, plan and run all day-to-day campaign operations and optimize performance based on results.

The candidate will be responsible for initiating, developing and managing all performance marketing and tactical online trafficking campaigns that are designed to source new users, prospects, assist prospects in moving along a conversion process and grow digital channel traffic, social media base, mobile internet penetration, average customer spend and lifetimes across various customer segments.

This individual will be driven by business metrics to initiate and drive innovative tactical online marketing campaigns at positive ROI and assist in formulating online marketing strategies.

The role will be responsible for ensuring whatever app/digital channel/platform related tracking is implemented and functioning correctly for precise auditable tracking of customer conversions in the funnel basis acquisition spend. Your job will be working closely with in-house trafficking teams and digital media agencies to implement analytics and best in class solutions to troubleshoot issues in the conversion funnel. 

Deliverables & KPIs

• Build scalable multi-touch acquisition programs, campaigns, and activities across the business’s online platforms.
• Optimize targeting and segmentation, as well as the allocation of budgets across multiple paid channels in order to drive downloads and paid memberships.
• Find and manage performance marketing partners.
• Work with our Marketing Team to design best practices for high-performing advertising.
• Acquisition campaigns; optimizing  for deeper in the funnel objectives on a case to case basis
• Conduct accurate budget forecasting and predict the profitability of campaigns.
• Accountable as one-stop service within the organization for an integrated online campaign planning and executions 
• Developing and working closely with in-house teams and external agencies to develop digital media plans (Admob, Facebook Graph, Search, Banner, Mobile advertisement etc.)
• Able to make fine micro adjustments to daily trafficking and online campaigns by analyzing performance
• Working with marketing to synchronize trafficking on online, social media and other digital channels to deliver the best consumer onboarding experience
• Test, test, and test again. Through ongoing review and optimization of ads (A/B testing), targeting, and creative – you will lower the cost per install (CPI) of each campaign to ensure that KPI targets and goals are met.
• Generate leads for app-installs, Account registration, cash-in, website sessions, using analytics to report progress
• Increase the uptake of new users and activity on digital channels relevant to each campaign 
• Understand the online landscape and the netizens, keep abreast with the emerging trends. Put new ideas into developing cutting-edge campaigns.  
• Consistently evaluate the competitive environment to ensure both coverage and leadership in the online space
• Be a subject matter expert with abilities to make recommendations on behalf of the team
• Develop and execute owned channel marketing strategy 

Competencies & Training

The right person for this role

• Has worked on Performance Marketing and been involved with the Digital Trafficking of Campaigns for an App/Digital Channel; launching and growing it to 500k-1million installs from inception
• Is extremely focused on how marketing drives quantifiable long-term business value and results and is a master of Online/Offline attribution analysis to give a clear picture of what’s working and why
• Has set up campaigns and their tagging and pixel setups. Worked with app and web analytics platforms and reporting dashboards like Firebase, Appsflyer, Fabric.io etc, Adwords, Facebook Pixel setup including Google Tag Manager, Google Analytics 360 suite, BigQuery to optimize campaigns. Extensive experiences in this are critical.
• Able to uncover consumer insights to come up with and develop creative acquisition tactics.
• Ability to evaluate and orchestrate large campaigns spanning numerous marketing channels.
• Deep understanding of online and offline channels as both an advertiser and consumer.
• Exceptional analytical skills and fluency in the acquisition of metrics.
• Has experience working with Marketing, Digital Channels and CLM teams to acquire a highly transactional base
• Has 8-10 years of overall experience in digital marketing, telco, MFS, E-commerce in a similar role
• A customer-centric approach towards performance marketing initiatives
• Work with Digital Channels and marketing to identify and build customer segments and acquire them
• Results orientated, People and Team Management Skills
• Good understanding of Digital Value Chain and Business Cases and analytics
• Is a fantastic partner who leads through strong collaboration
• Is data-driven and analytical, while also being a creative thinker
• Is a technocrat. Not a bureaucrat

Relationships:

• Reporting to the Head of Marketing

Location:

• Head Office

About the Benefits:

• Market Competitive Salary will be offered as per experience
• FINCA Microfinance Bank Ltd is an Equal Opportunity Employer.