Joint Vice President - Lead SEO/SEM/Paid Campaigns

Role & responsibilities:

Paid Channels

Own the entire paid acquisition engine. This means strategy, budget allocation, bid management philosophy, agency oversight, and performance accountability not just reviewing dashboards someone else builds.

• Design and own the annual paid media plan across Google Search, Display, Discovery, YouTube, Meta (Facebook + Instagram), and programmatic display
• Manage agency relationships and hold them accountable to performance SLAs not just deliverables
• Build and maintain channel-level budget models with monthly reforecast capability
• Own the full keyword strategy, audience architecture, and campaign taxonomy across all paid channels
• Implement and govern UTM taxonomy, attribution modelling, and media mix reporting
• Drive continuous A/B testing across creative, copy, landing pages, and audience segments
• Define and enforce Quality Score, Relevance Score, and ad quality standards across all platforms

SEO & Organic Content

Build a durable organic traffic engine that reduces paid dependence over a 12-24 month horizon. Insurance SEO is a YMYL (Your Money Your Life) category Google holds it to the highest E-E-A-T standards. This requires a fundamentally different approach than lifestyle or e-commerce SEO.

• Own the SEO roadmap technical, on-page, and off-page with measurable traffic and ranking targets
• Build a content strategy that captures intent across the full funnel: awareness, consideration and decision
• Manage the content team or agency to produce E-E-A-T compliant content at scale
• Oversee technical SEO: Core Web Vitals, structured data, crawlability, internal linking architecture
• Build the backlink strategy in partnership with PR and industry partnerships
• Own local SEO for city-specific pages (e.g. health insurance in Mumbai, Delhi, Bangalore)
• 
  Track and respond to Google algorithm updates especially in the health/finance vertical
• Own no of leads coming from organic routes across different LOBs (heath, motor, home, travel etc)
• Closely track & build organic content strategies for emerging platforms like (ChatGPT, Perplexity, Claude, Grok & Gemini)

App Store Optimisation

• Own ASO strategy for both Google Play and Apple App Store metadata, screenshots, ratings management
• Drive apps install campaigns across Google UAC, Meta App Install, and affiliate networks
• Define and track app funnel metrics: Install Registration Quote Purchase

Business Modelling & Forecasting

• Build and maintain the annual demand generation plan with monthly phasing — leads by channel, by segment, by geography
• Own the CAC model: fully loaded cost per acquired customer by channel, with blended and marginal views
• Build LTV:CAC models by across LOBs to inform budget allocation
• Produce monthly reforecast of lead volume, conversion, CAC, and revenue contribution — with variance explanation
• Model the impact of budget increases or cuts — 'if we add 5Cr to Google, what does lead volume do?'
• Present to CXO and Board on demand generation performance — quarterly business review ready at all times
• Partner with Finance on marketing ROI reporting and budget approval cycles

Team Handling

• 12-15 members spanning across SEO, Paid, Content, ASO, Affiliates, Alternate Channels

Budget Ownership

• 150cr+ in paid media spend; full P&L accountability for CAC & ROAS

Key Stakeholders

• Sales & Call Centre Head, Product Team, Tech Team, Agencies, Finance, Google & Meta teams

Key Requirements – Education & Certificates

• Bachelor’s or Master’s degree in Marketing, Business, Technology, Data/Analytics, or related fields.
• 10–15+ years in performance marketing, digital acquisition, SEM, or growth marketing roles.

Key Requirements - Experience &Skills

• Experience in paid media management across Google, Meta, and programmatic channels.
• Strong understanding of SEO, content strategy, technical SEO, and organic growth, ASO and app marketing.
• Experience in demand generation planning, forecasting, CAC/LTV modelling, and performance analytics.
• Skills in agency management, attribution modelling, reporting, A/B testing, and stakeholder collaboration.
• Ability to manage ambiguity, scale processes, and drive digital maturity.
• Team leadership and talent development orientation.