Senior Marketing Lead - BFSI

Title: Senior Role - Marketing

• Team: Marketing
• Experience Range: 14 to 18 Years
• Location: Mumbai

Your mandate:

Own the integrated marketing strategy across brand, events, digital platforms and customer growth. Translate business priorities into campaigns and experiences that people remember and act on. Partner with sales, product and technology leaders to build qualified demand, improve conversion and grow customer value.

Lead the brand:

• Own brand positioning, audience propositions and the annual brand plan. Use customer and market insight to explain what Company stands for and why its offerings matter to each audience.
• Lead integrated campaigns across digital, social media, above-the-line advertising and below-the-line activations. Set the creative direction, brief agencies and protect consistency across every touchpoint.
• Build thought leadership through research, executive visibility, content and relevant media opportunities. Work with communications and internal stakeholders to protect reputation and respond to sensitive issues.
• Measure awareness, consideration and trust among priority audiences. Balance sustained brand investment with immediate acquisition goals and explain the purpose of each investment.

Own events and brand experiences:

• Set the annual strategy for flagship events, conferences, exhibitions, customer forums, partner events, sponsorships and on-ground activations. Prioritise programmes by audience relevance and business opportunity.
• Own event objectives, investment decisions, creative standards and the overall experience. Lead the BTL team and agencies through planning, production and delivery, with clear budgets and contingency plans.
• Connect events to pre-event promotion, target-account invitations, sales meetings, lead capture and post-event nurturing. Set follow-up ownership before each programme goes live.
• Evaluate event quality, target-audience participation, relationship development, qualified opportunities and revenue progression where traceable. Use the findings to improve the next programme.

Revenue and customer growth:

• Translate business targets into quarterly plans by product, segment and channel. Agree marketing-sourced pipeline, acquisition and revenue objectives with business leaders, supported by clear baselines.
• Build B2B account-based marketing with sales. Define target accounts, buying groups, lead qualification, nurturing and handover standards; equip sales with useful proof, case studies and solution narratives.
• Grow B2C acquisition through relevant search, social, content and partner channels. Work with product teams on onboarding, activation, purchase conversion and retention or cross-sell where relevant.
• Review acquisition economics and pipeline progression regularly. Distinguish marketing-sourced from influenced revenue, avoid double counting and act on weak lead quality or conversion.

Platforms that drive conversion:

• Turn websites, product pages and landing pages into effective commercial channels. Improve journeys to enquiries, demos, registrations or purchases according to the offering.
• Connect CRM, marketing automation, analytics, advertising and content platforms. Set requirements with technology teams, ensure adoption and review each tool's cost and business value.
• Establish campaign tracking and visibility from interaction to opportunity and revenue. Use customer feedback, funnel analysis and structured experiments to prioritise platform improvements.

Ecosystem partnerships:

• Build relationships with industry associations, financial institutions, fintechs and relevant business platforms. Develop joint campaigns, distribution opportunities and events with clear objectives, ownership and follow-through.

AI across the marketing function:

• Introduce approved AI workflows for market research, campaign planning, creative development, content repurposing, personalisation and performance analysis. Prioritise use cases with measurable value.
• Build reusable workflows and coach the team to validate outputs. Track improvements in execution time, quality, testing capacity and commercial performance.
• Keep confidential business, customer and credit information within authorised systems. Retain human accountability for factual accuracy, creative judgment and final communication.

Talent and investment:

• Hire, nurture and develop talent across brand, growth, content, events and marketing operations. Set clear ownership, coach commercial thinking and stay close to execution.
• Own budgets and agency performance. Allocate resources across long-term brand building and near-term growth, and present clear recommendations on what to scale, improve or stop.

What you bring:

• 14+ years of progressive marketing experience, including leadership responsibility and meaningful exposure to both B2B and B2C.
• A proven record of taking strategy through execution to stronger brand performance and business growth. Evidence of brand positioning, integrated campaigns and sound creative judgment.
• Experience leading an events portfolio, including industry conferences, customer or partner forums, sponsorships and on-ground activations, with ownership of budgets and outcomes.
• Evidence of generating qualified pipeline, acquiring customers or growing revenue through digital platforms and lifecycle programmes. Strong understanding of CRM, automation, analytics and conversion.
• Practical experience introducing AI workflows and building team adoption, with quality controls and measurable benefits.
• Experience developing talent, managing agencies and working with industry ecosystem partners and associations. Ability to influence senior stakeholders and cross-functional delivery.
• Financial services, fintech, data, analytics, technology or another complex, trust-sensitive category would be valuable.

Your scorecard:

• Targets will be agreed by business line against established baselines. Sales, product and technology dependencies will have shared measures and named owners.
• Brand strength. Awareness, consideration, trust and message consistency among priority audiences.
• Events and ecosystem. Audience quality, experience, meaningful meetings, follow-up and attributable opportunity progression; delivery within agreed budgets.
• Revenue and pipeline. Marketing-sourced revenue and qualified pipeline, separately reported influenced revenue and opportunity conversion.
• Platforms and customers. Enquiry or purchase conversion, acquisition economics and activation, retention or customer value where relevant.
• Team and execution. Talent development, investment effectiveness, delivery quality and measurable gains from AI adoption.

What to bring to the conversation:

• Be ready to discuss a brand-building programme, an event portfolio and a platform initiative that contributed to growth. Explain your decisions, budget scope, measurement and results, including what did not work. Include an AI workflow your team adopted. Anonymised examples and confidential financial ranges are welcome.