Assistant Vice President - Performance Marketing - BFSI

AVP - Performance Marketing & Media Buying LOCATION: Mumbai ROLE OVERVIEW: The person will handle the strategy and execution of digital acquisition across various paid channels to drive quality user growth. This role requires a blend of analytical rigor, technical platform expertise, and strategic thinking to optimise a high-stakes budget. You will be working closely with Google and Meta, ensuring at the forefront of alpha/beta product testing. KEY RESPONSIBILITIES: - Drive full-funnel optimisation - from impression to app install to activation. Own the end-to-end performance campaigns across multiple channels. - Drive cost-efficient user acquisition while maintaining a strict focus on CAC and LTV. - Act as the lead liaison with Google and Meta direct teams to leverage industry benchmarks, new features, and technical support. - Manage the performance marketing agency, setting high standards for account hygiene, creative testing, and reporting accuracy. - Collaborate with the branding team to ensure performance assets align with visual identity. - Deep-dive into MMP for mobile attribution, ensuring data integrity. - Utilise Google Analytics 4 (GA4) and internal CRM data to build custom audiences and remarketing flows. - Work with the data science team to optimise campaigns. Develop audience segmentation strategies, leveraging first-party data, lookalike modelling, and intent signals to improve targeting precision. Partner with the data and analytics team to ensure clean data pipelines, accurate pixel/SDK tracking, and robust event measurement. - Conduct rigorous A/B testing on creative hooks and bidding strategies. - Analyse creative performance to provide feedback to the design team, focusing on high-performing video and static assets for the trading audience. - Lead QBR and planning sessions with platform partners to align on growth targets and unlock category-level insights. WHAT WE'RE LOOKING FOR: - Experience: 8+ years in digital marketing, with at least 5 years leading high-scale performance marketing (App-first growth is non-negotiable). - Domain: Experience in BFSI, Fintech, or high-growth E-commerce. An understanding of the broking/trading ecosystem is a major advantage. - The Tech Stack: Expert-level proficiency in SQL, GA4, Looker Studio, and MMPs. You should be comfortable building your own views if the agency's dashboard isn't deep enough. Contact: 7299993116