Job Title: Digital Platform Specialist

Location: Gurugram

BU/Function: Digital Strategy & Analytics

About the Digital Business Unit at IndusInd:

The mandate of the Digital Business Unit at IndusInd Bank is as follows:

- Building customer centric products with human centered design principles for retail Individual and micro, small and medium enterprise (MSME) customer segments

- Build innovative products and propositions backed with problem solving mindset to discover and solve latent needs of customers

- Build Embedded Finance (Banking as a Service) applications

- Ensure designs are highly available, highly modular, highly scalable and highly secure

- Drive digital business

- Some of the applications managed by the Digital Business Unit include IndusMobile (bank's mobile app for retail individual clients), Indusnet (net banking application of the bank), IndusMerchantSolutions app, Whatsapp Banking, Chatbots, easycredit for Individuals, easycredit for Business Owners, savings, current account and fixed deposit online platforms. There are many more innovative digital products and solutions in pipeline

- The unit's objectives are three fold - (a) Drive better customer experience and engagement (b) transform existing lines of businesses and (c) build new digital only or banking as a service led digital business models

About the Role:

As a Digital Marketing Manager for digital products, you will be responsible to strategize and implement the digital marketing strategy for managing and growing the digital portfolio (e.g., digital liabilities - SA/ CA/ FD and digital assets - PL/CC/BL). As a part of this role, you will shape the "Digital Business" build and "Digital Transformation" agenda to increase the number of users/ customers across the digital products by co-ordinating with cross-functional teams e.g. marketing, campaigns, products, etc.

Job Responsibilities:

Drive Customer Acquisition

- Develop and deliver digital online marketing strategy, working along with digital partners, social media, aggregators for campaigns to meet the business objectives of increasing traffic and driving conversions

- Plan and implement SEO initiatives along with continue monitoring of impact - o Content creation on non IndusInd platforms - blogs, forums, graphics & videos o Content enrichment on IndusInd platforms - website, respective acquisition portals

- Execute media campaigns that are aligned with business objectives across different channels o Google - SEM, Discovery specifically targeting different audiences o Facebook / Instagram - Remarketing, Look-alike, fresh campaigns

- Portfolio and performance management

- Forecast marketing campaign growth and ROI for marketing campaigns; review performance of various marketing partners involved

- Use Google Analytics, Google AdWords and other relevant sites to analyse the performance on response rates, traffic and pickup

- Proactively take corrective action basis data trends

- Ensure the Top Management is updated on the key performance metrics on a pre-defined cadence and participate in top management steering committees on digital banking

Drive Customer Value:

- Understand the customer journey mapping and plan digital marketing strategies aligned to the journey for driving acquisition and customer experience across digital products

Shape the operating model:

- Prioritize initiatives/campaigns to deliver maximum impact

- Emden the digital knowhow and new age practices within the bank's ecosystem for innovative strategies and digital mind-set

- Lead the digital marketing garage (with marketing, campaigns, portfolio/user growth and tech solutions team) to drive weekly problem solving and alignment on key priorities

- Work closely with creative and media agency along with key internal stakeholders for driving the identified initiatives

Innovations, Market Scan and Industry Recognition:

- Innovate and present new marketing platforms and strategies

- Continuously track digital marketing innovations in Banking and Non-Banking (relevant) space and work out suitable strategies to roll out digital campaigns/partnerships/ features for the Bank

- Ownership of improving Industry Recognition of Bank's digital marketing initiatives via Awards, Articles, Banking Events Participation, Seminars, etc.

Key Skill Set Requirements:

- 2-5 years of experience in Digital marketing, Social media and content marketing, SEO, digital campaigns

- Experience of managing digital marketing for a Bank/NBFC/Fintech will be a bonus

- Certifications in Digital Marketing, Google Analytics, and Social media marketing will also be an added advantage

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