Experience: 4 - 6 years in performance marketing / paid media, preferably in BFSI, fintech, travel, or D2C
Plan, launch, and manage campaigns on Google Ads (Search, Performance Max, Display, YouTube) and Meta Ads; explore emerging channels (Bing, programmatic, affiliates) as needed
Own the monthly media budget: allocation across products (Forex Card, currency exchange, remittance, eSIM), cities, and campaign types
Optimize daily for CPL, lead quality, conversion rate, CAC, and ROAS — not just clicks and impressions
Build and refine keyword strategies, audience segments, geo-targeting (branch cities, airports, student corridors), and remarketing funnels
Brief and iterate on ad creatives and landing pages with the content/design team; run structured A/B tests
Set up and maintain accurate conversion tracking — GA4, Google Tag Manager, Meta Pixel, offline conversion imports from CRM
Publish weekly and monthly performance reports for leadership with clear insights and next actions
Ensure all ad copy and claims are compliant for a regulated financial product (no misleading rate/return claims; "fees" positioning per brand guidelines)
Coordinate with agencies/consultants where applicable and own accountability for outcomes
