Regional Marketing Lead - BFSI

Regional Marketing Lead
Location - Mumbai
About The Role: Strategic Acquisition & Regional Leadership
We are seeking a highly driven and experienced Regional Marketing Lead. As we scale up our presence across India, this is an opportunity to play a strategic role in shaping the local brand and bridging the gap between national marketing strategy and hyper-local execution.
The Regional Marketing Lead will drive business growth and enhance awareness and trust for the brand. You will be collaborating with leadership and business teams to drive strategic initiatives and aid customer acquisition.
This is an Individual Contributor role reporting to the Head of Marketing, India.
Core Responsibilities:
A. Customer Acquisition and Lead Generation
- Acquisition Strategy: Design, plan, and execute high-ROI led marketing events, activations targeted at MSMEs and self-employed customers across key markets
- Lead Management: Work closely with regional Business teams to ensure a seamless lead flow, effective lead nurturing, and high conversion ratios from marketing activations to final disbursement.
- Channel Engagement: Drive localized activation and engagement programs with key business channels (e.g., Trade bodies, builders, connectors) to foster loyalty and generate quality leads for secured products.

B. Regional Marketing and Brand Visibility
- Local Media Strategy: Identify, assess, and leverage effective local media channels for visibility and awareness activities in key markets.
- Branch Branding & Communication: Oversee the end-to-end execution of branch branding, and local communication development to ensure brand consistency and high recall.
- Vendor Ecosystem: Own the full vendor relationship cycle, including empanelment, negotiation, and monitoring performance of local execution agencies and vendors for all regional activities.
C. Planning, Performance & Stakeholder Management
- Financial Oversight: Be accountable for cost efficiency across all regional marketing spend and manage marketing budgets to maximize ROI for lead generation activities.
- Business Ownership: Own marketing KPIs that directly correlate to business numbers, including new customer acquisition and lead quality.
- Stakeholder Alignment: Collaborate effectively with senior leadership, regional Business Heads and teams, to align marketing efforts with lending targets.
Key Requirements:
Required Experience and Functional Skills:
- Total Experience: 12+ years of comprehensive experience in ROI-driven marketing and brand management. Bachelor's or Masters degree specialising in Marketing / Communications
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Sector Expertise: Mandatory experience in NBFC or Housing Finance (HFC) focused on secured lending products, particularly Loan Against Property (LAP).
- Geographic Focus: Proven, hands-on experience managing and executing marketing strategies across Pan-India, especially Tier 3 and Tier 4 cities/towns.
- Marketing Focus: Deep expertise in Trade Marketing, Regional Marketing, and BTL activations for customer acquisition and lead generation.
- Vendor Network: Established, reliable network of local media partners and execution vendors across various regions of India.
- Local Expertise: Strong, demonstrated understanding of local media consumption habits, regional cultural nuances, and effective marketing mixes that resonate in specific regions and customer segments.
- Willingness to travel: Required to be on the ground across Pan-India markets
- Multi-tasker, Detail-Oriented, High Autonomy & Ownership: Overseeing multiple cities concurrently