AVP - Marketing

<p class="MsoNormal">Company: Invesco Mutual Fund</p><p></p><p class="MsoNormal">Department: Marketing & Communications</p><p></p><p class="MsoNormal">Location: Mumbai<br /> Position: Lead – Growth & Digital</p><p></p><p class="MsoNormal">Role Overview<br /> The Lead – Growth & Digital will be responsible for driving end-to-end digital growth across the funnel, combining digital brand building, performance marketing, media buying, and CRM-led lifecycle management.<br /> This role requires a strong balance of strategic thinking, data-driven decision-making, and executional depth, with ownership spanning from digital awareness and acquisition to engagement, conversion, and retention.<br /> The ideal candidate will bring deep expertise in performance marketing, digital media<br /> strategy, customer lifecycle management, and marketing technology, with a clear focus on delivering measurable business outcomes.<br /> Key Responsibilities<br /> 1. Growth Strategy & Full-Funnel Digital Ownership<br /> • Define and execute a holistic digital growth strategy covering:</p><p></p><p class="MsoNormal">o Awareness (digital branding)</p><p class="MsoNormal">o Acquisition (performance marketing)</p><p class="MsoNormal">o Engagement & conversion</p><p class="MsoNormal">o Retention & lifecycle (CRM)</p><p class="MsoNormal">• Partner with Brand and Content teams to ensure integrated funnel alignment</p><p class="MsoNormal">2. Digital Branding & Upper Funnel Strategy<br /> • Lead digital-first brand building initiatives across platforms (YouTube, display, social)</p><p class="MsoNormal">• Develop media strategies that balance:</p><p class="MsoNormal">o Reach & awareness</p><p class="MsoNormal">o Consideration & engagement</p><p class="MsoNormal">• Ensure strong storytelling integration with Content and Brand teams</p><p class="MsoNormal">3. Performance Marketing & Media Buying<br /> • Own end-to-end media buying strategy and execution across:</p><p class="MsoNormal">o Google (Search, Display, YouTube)</p><p class="MsoNormal">o Meta (Facebook, Instagram)</p><p class="MsoNormal">o Programmatic and other performance channels</p><p></p><p class="MsoNormal">• Drive budget allocation, bid strategies, and channel mix optimization</p><p class="MsoNormal">• Establish strong experimentation frameworks (A/B testing, creative testing)</p><p class="MsoNormal">• Continuously optimize for CAC, ROAS, and conversion rates</p><p class="MsoNormal">4. CRM & Lifecycle Marketing<br /> • Build and manage CRM and lifecycle marketing strategy across:</p><p class="MsoNormal">o Lead nurturing</p><p class="MsoNormal">o Investor onboarding journeys</p><p class="MsoNormal">o Engagement and retention programs</p><p class="MsoNormal">• Define and execute segmentation strategies (retail, HNI, behavioural cohorts)</p><p class="MsoNormal">• Drive automated journeys via email, app, and other owned channels</p><p class="MsoNormal">• Integrate CRM with martech stack for seamless customer experience</p><p class="MsoNormal">5. Martech & Data Infrastructure<br /> • Own and optimize the marketing technology ecosystem:</p><p class="MsoNormal">o CRM platforms</p><p class="MsoNormal">o Marketing automation tools</p><p class="MsoNormal">o Analytics and attribution systems</p><p class="MsoNormal">• Ensure robust tracking, attribution, and data integrity across campaigns</p><p class="MsoNormal">• Build dashboards and reporting frameworks for decision-making</p><p class="MsoNormal">6. Conversion & Funnel Optimization<br /> • Continuously improve landing pages, funnels, and user journeys</p><p class="MsoNormal">• Drive CRO initiatives including personalization and optimization</p><p class="MsoNormal">• Partner with product and tech teams to improve user experience</p><p class="MsoNormal">7. Performance Analytics & Decision Making<br /> • Define and track KPIs across funnel stages:</p><p class="MsoNormal">o CAC, ROAS, LTV</p><p class="MsoNormal">o Lead-to-conversion rates</p><p class="MsoNormal">o Engagement and retention metrics</p><p class="MsoNormal">• Translate data into actionable insights to drive growth</p><p class="MsoNormal">8. Leadership & Cross-functional Collaboration</p><p class="MsoNormal">• Lead and mentor performance marketing, CRM, and martech teams</p><p class="MsoNormal">• Work closely with:</p><p class="MsoNormal">o Content (for performance-led content)</p><p class="MsoNormal">o Brand (for digital amplification)</p><p class="MsoNormal">o Sales (for lead quality and conversion alignment)</p><p class="MsoNormal">• Manage agencies, platforms, and vendor ecosystems</p><p class="MsoNormal">Qualifications & Experience<br /> • MBA in Marketing / Digital or related field</p><p class="MsoNormal">• 8-12+ years of experience in digital marketing, performance, and CRM/lifecycle roles</p><p class="MsoNormal">• Proven experience managing:</p><p class="MsoNormal">o Large-scale paid media budgets</p><p class="MsoNormal">o CRM and marketing automation systems</p><p class="MsoNormal">o End-to-end digital growth funnels</p><p class="MsoNormal">• Experience in BFSI / fintech / platform-led businesses preferred</p><p class="MsoNormal">Key Skills<br /> Performance Marketing & Media Buying<br /> Digital Branding & Upper Funnel Strategy<br /> CRM & Lifecycle Marketing<br /> Marketing Automation & Martech<br /> Data Analytics & Attribution<br /> Conversion Rate Optimization (CRO)<br /> Strategic Planning & Execution<br /> Cross-functional Leadership</p><p></p><p class="MsoNormal"> </p><p class="MsoNormal"></p><p> </p>