Digital Growth & Performance Specialist

1. Cross-Platform Performance Marketing (Web & App)

• Plan, execute, and optimize campaigns across Google Ads, Meta Ads, and TikTok Ads for both Web and App, with primary focus allocated to App / User Acquisition (UA) initiatives.
• Proactively test and expand into new channels and ad networks beyond Google, Meta, and TikTok in line with the organization's growth objectives.
• Allocate and optimize advertising budget across platforms and campaigns based on real-time performance (CPI, CPL, CVR, cost per eKYC and cost per Install).
• Monitor and optimize conversion funnel performance: Traffic/Click → eKYC → Successful Account Opening, and Impression/Click → Install → Activation (App).

2. MarTech & Measurement Infrastructure

• Integrate, configure, and manage martech solutions for measurement and personalization, including Mobile Measurement Partners (Adjust, AppsFlyer) and CDP/engagement platforms (CleverTap, Insider) or equivalent tools.
• Partner with the Product/IT teams to implement deep linking, event tracking, and other technical requirements related to campaign measurement.
• Work directly with technology partners to ensure accurate and consistent tracking and attribution across Web and App.

3. Market Research, Data Analysis & Growth Reporting

• Build and maintain dashboards to track UA performance against KPI targets by channel and platform.
• Identify bottlenecks within the conversion funnel and propose data-driven improvement solutions.
• Conduct ongoing competitive monitoring of digital marketing activity and broader industry trends, consolidating findings into insight reports for leadership.

4. Growth Product Development & Creative

• Coordinate the production and direction of content, creative assets, landing pages, and video in support of performance campaigns.
• Partner with Designers and Developers to bring creative concepts to life as fully functioning products, ensuring brand consistency and compliance with financial content regulations.

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