DIGITAL MARKETING MANAGER

Role & Profile: DIGITAL MARKETING - (BPFD)

1. Digital Campaign Management

Develop, plan and execute end-to-end digital marketing campaigns in alignment with business objectives, product priorities and annual marketing plans.

Understand business requirements, customer segments and target audiences to develop relevant campaign strategies.

Coordinate with Business and Marketing teams to identify campaign objectives, target segments, communication requirements and expected outcomes.

Develop campaign communication and content for multiple digital channels, including SMS, WhatsApp, RCS, GIFs/creative assets, Website/digital journeys

Create and curate engaging, customer-centric and response-oriented content to drive customer action.

Ensure campaigns are aligned with brand guidelines, customer communication standards and regulatory requirements applicable to the business.

Coordinate campaign execution with internal stakeholders and technology teams.

Monitor campaign performance and continuously optimize campaigns based on customer response and business outcomes.

2. Campaign Budget Planning & Allocation

Support the development of the annual digital marketing campaign budget in alignment with the Annual Business Plan.

Plan and allocate budgets across various products, customer segments, campaigns and digital channels.

Work closely with Business and Marketing teams to prioritize campaigns based on business potential and expected ROI.

• Track campaign-level cost effectiveness and ROI.
• Identify opportunities for cost optimization without compromising customer reach or campaign effectiveness.
• Provide periodic budget utilization and variance reports to relevant stakeholders.

3. Digital Platform & Customer Journey Management

Manage and coordinate requirements related to website pages, landing pages and digital customer journeys.

4. Digital Channel Enablement

Drive implementation and enhancement of emerging digital communication channels. Coordinate with IT, Marketing and relevant technology partners for implementation of: Rich Communication Services (RCS), WhatsApp conversational Bots, Voice Bots, Other emerging digital engagement platforms. Translate business and customer requirements into clear technology requirements and functional specifications. Participate in requirement gathering, testing, UAT and implementation of digital solutions. Ensure smooth coordination between Business, Marketing, IT and external technology partners. Monitor adoption, customer engagement and performance of newly implemented digital channels. Identify opportunities to automate customer communication and improve customer journeys through digital technology.

5. Digital Customer Experience & Conversion Optimization

Analyse customer behaviour and digital journey performance to identify opportunities for improving customer experience. Identify friction points, drop-offs and communication gaps across digital journeys. Ensure digital experiences are simple, intuitive, relevant and customer centric.

6. Cross-Functional Projects

Work on strategic projects assigned by the Marketing team, Business teams and other cross-functional stakeholders. Manage projects that are focused on: Business growth, Customer acquisition, Customer engagement, Customer experience, Digital transformation, Process improvement, Communication automation

7. Data Analysis & Performance Reporting

• Track and analyse campaign and digital platform performance.
• Develop dashboards/MIS reports for campaign performance and business impact.
• Convert campaign data into actionable business insights.
• Identify trends in customer behaviour, engagement and conversion.

8. Stakeholder & Vendor Management

Clearly understand and communicate business requirements to technology and external partners.

Coordinate with external agencies/vendors for campaign execution, digital communication and technology enablement. Negotiate timelines, deliverables and commercials wherever required. 

Build effective relationships with internal and external stakeholders to ensure seamless campaign execution.

ROLE SPECIFICATION 

KEY RESPONSIBILITIES

KEY INTERACTIONS

KEY SKILLS & BEHAVIOURAL ATTRIBUTES