Job Title: Growth Marketing Manager
Department: Marketing & Growth
Industry: NBFC / Fintech (Digital Lending)
Location: Delhi NCR
Employment Type: Full-Time
Experience: 3–6 Years (NBFC / Fintech Preferred)
About the Company
Kaynet Financial Services Private Limited (Taplend) is an RBI-registered Non-Banking Financial Company (NBFC) engaged in digital lending and allied financial services. We operate through a technology-driven platform focusing on credit assessment, lending, collections, and portfolio management. Taplend is committed to delivering compliant, secure, and customer-centric financial solutions.
Role Summary
We are seeking a performance-driven Social Media Marketing Manager with strong experience in the NBFC/Fintech sector. The candidate will be responsible for digital acquisition, app growth, lead generation partnerships, paid media campaigns, conversion tracking, and brand optimization across digital platforms.
The ideal candidate should have hands-on experience in performance marketing, app marketing, attribution tracking, and regulatory-compliant financial promotions.
Key Responsibilities
Performance Marketing & Paid Campaigns
Plan, execute, and optimize Google Ads & Meta Ads (Facebook/Instagram) campaigns.
Manage campaign budgeting, targeting, A/B testing, and ROAS optimization.
Track and optimize cost per lead (CPL), cost per acquisition (CPA), and CAC.
Implement and monitor conversion tracking events across digital channels.
App Marketing & Growth
Drive mobile app installs and user acquisition campaigns.
Manage App Store Optimization (ASO) for Google Play Store.
Monitor mobile app version updates and coordinate with tech for tracking SDK integrations.
Optimize user funnel from app install to loan disbursement.
Analytics & Tracking
Manage Google Analytics, event tracking, and goal configuration.
Oversee user attribution tracking and campaign performance measurement.
Implement and optimize conversion tracking using pixels, SDKs, and tag managers.
Analyze drop-off rates and improve funnel conversion.
WhatsApp & Direct Marketing
Plan and execute WhatsApp marketing campaigns.
Automate drip campaigns and lead nurturing sequences.
Ensure compliance with RBI and data privacy guidelines.
Lead Generation & Partnerships
Identify and onboard lead sourcing/generation agencies.
Negotiate commercial terms and track lead quality.
Monitor fraud patterns and ensure lead authenticity.
Evaluate ROI of external acquisition channels.
Social Media & Brand Optimization
Build and manage social media brand presence.
Plan content strategy aligned with compliance norms.
Improve engagement metrics and brand recall.
Optimize landing pages and campaign creatives.
Marketing Tools & Systems
Hands-on experience with Pomelo / Pomelli tool (as applicable).
Manage marketing automation tools.
Coordinate with CRM and tech teams for seamless tracking.
Required Skills & Competencies
Strong experience in NBFC / Fintech marketing (Mandatory).
Hands-on expertise in:
Google Ads
Meta Ads
WhatsApp Marketing
App Store Optimization (ASO)
Google Analytics
User Attribution Tracking
Conversion Tracking & Optimization
Mobile App Performance Marketing
Experience in managing SDK integrations and tracking events.
Strong analytical mindset with data-driven decision-making.
Knowledge of RBI compliance in financial advertising.
Experience working with lead sourcing agencies.
Key Performance Indicators (KPIs)
Cost per Lead (CPL)
Cost per Acquisition (CPA)
App Install to Disbursement Conversion Rate
ROAS (Return on Ad Spend)
Organic App Ranking Improvement (ASO)
Lead Quality & Approval Ratio
Funnel Optimization Metrics
Social Media Engagement & Brand Growth
Preferred Qualifications
Graduate/Postgraduate in Marketing, Business, or related field.
Certification in Google Ads / Meta Ads preferred.
Experience in Digital Lending / Personal Loan segment highly preferred.
Job Type: Full-time
Pay: ₹1,000,000.00 - ₹1,200,000.00 per year
Application Question(s):
- Do you have experience with conversion tracking optimization?
- Have you worked with lead generation agencies?
- Have you worked on App Install Campaigns?
- Have you worked with Pomelo / Pomelli Tool?
- How many years of work experience do you have with Google Ads?
- Do you understand RBI compliance guidelines for financial advertisements?
- Have you handled WhatsApp marketing campaigns?
- Have you managed Meta (Facebook/Instagram) Ads for loan products?
- Have you implemented conversion tracking events (pixels, SDKs)?
- What is the highest monthly ad budget you have managed?
- How many years of experience in App Store Optimization (ASO)?
- How many years of experience in mobile app optimization?
Work Location: In person
