Role & responsibilities
Key Responsibilities
1. Digital Strategy & Growth
- Define and execute the Groups digital marketing strategy aligned with business objectives.
- Build scalable digital growth programs across multiple business verticals.
- Develop integrated digital frameworks that support brand visibility, customer engagement, lead generation, and business development.
- Identify emerging digital opportunities, technologies, and platforms that can accelerate growth.
- Drive digital transformation initiatives across marketing and customer engagement functions.
- Partner closely with leadership teams to align marketing initiatives with organizational priorities.
2. Demand Generation & Lead Acquisition
- Own digital lead generation and demand creation initiatives across business verticals.
- Design, execute, and optimize campaigns targeting institutional investors, wealth managers, distributors, family offices, HNIs, corporate treasuries, issuers, and ecosystem stakeholders.
- Develop acquisition strategies across paid, owned, earned, and partner channels.
- Build and optimize conversion funnels from awareness through engagement and lead generation.
- Establish attribution frameworks to measure marketing effectiveness and business contribution.
- Drive continuous improvement in campaign efficiency, lead quality, conversion rates, and cost metrics.
3. Performance Marketing
- Lead all performance marketing initiatives across Google, LinkedIn, Meta, YouTube, and relevant B2B channels.
- Develop and manage media plans, audience targeting strategies, retargeting programs, and campaign optimization frameworks.
- Continuously evaluate channel performance and reallocate investments based on business impact.
- Monitor campaign effectiveness through robust reporting and analytics.
- Stay updated on emerging digital advertising platforms and best practices.
4. Website Strategy, Development & Digital Experience
- Own the strategy and roadmap for all Group digital assets including websites, portals, landing pages, applications, and digital properties.
- Lead website redesign, development, migration, enhancement, and optimization projects.
- Collaborate with technology, design, product, and business teams to ensure digital properties effectively support business goals.
- Drive implementation of UI/UX best practices to improve user experience, engagement, and conversion.
- Lead Conversion Rate Optimization (CRO) initiatives through testing, experimentation, and data-driven improvements.
- Ensure websites comply with regulatory, legal, accessibility, and security requirements.
- Manage external technology partners, agencies, and vendors supporting digital initiatives.
5. Marketing Automation & AI
- Lead adoption of AI-powered marketing capabilities across the Group.
- Identify opportunities to automate marketing workflows, improve productivity, and enhance customer engagement.
- Drive implementation of marketing automation platforms, lead nurturing programs, and customer journey workflows.
- Evaluate and deploy agentic AI solutions, conversational interfaces, AI copilots, personalization engines, and marketing intelligence tools.
- Partner with technology teams to integrate AI into digital customer journeys and business processes.
- Build scalable systems that improve efficiency, personalization, reporting, and campaign effectiveness.
6. SEO, Content & Organic Growth
- Own the Groups organic growth strategy across websites and digital channels.
- Lead technical SEO, on-page SEO, content optimization, keyword strategy, and website authority-building initiatives.
- Develop and execute content strategies aligned with thought leadership, brand building, and lead generation objectives.
- Drive distribution of research, market insights, reports, articles, videos, podcasts, newsletters, and other content assets.
- Ensure consistent content quality and messaging across digital channels.
- Monitor and improve search rankings, organic traffic, engagement metrics, and content performance.
7. Social Media, Thought Leadership & Brand Amplification
- Lead the Group’s social media strategy and execution.
- Amplify leadership voices, industry expertise, market perspectives, and brand narratives across relevant platforms.
- Drive engagement, community-building, and thought leadership initiatives.
- Support flagship properties including Game Changers, ecosystem partnerships, events, webinars, podcasts, and strategic campaigns.
- Work closely with brand, communications, and business teams to maximize digital reach and impact.
8. Analytics, Reporting & Measurement
- Own digital analytics, reporting, attribution, and performance measurement frameworks.
- Develop dashboards and reporting systems that provide actionable insights for leadership teams.
- Monitor user behavior, website performance, campaign effectiveness, lead generation metrics, and marketing ROI.
- Use data to drive optimization and decision-making across all digital initiatives.
- Present insights and recommendations to senior leadership on a regular basis.
9. Stakeholder & Vendor Management
- Collaborate effectively with business, product, sales, technology, compliance, legal, investor relations, and communications teams.
- Manage relationships with agencies, technology vendors, consultants, and external partners.
- Ensure timely execution of projects while maintaining high standards of quality and compliance.
- Act as the central digital marketing partner for business stakeholders across the Group.
Desired Skills & Experience
Experience
- 1-5 years of relevant experience in Digital Marketing, Growth Marketing, Performance Marketing, Marketing Automation, Digital Transformation, or Demand Generation roles.
- Experience within Financial Services, Asset Management, NBFCs, FinTechs, WealthTechs, B2B SaaS organizations, Product-led companies, or high-quality Digital Agencies.
- Proven track record of driving measurable business outcomes through digital channels.
Technical Expertise
- Strong expertise in Performance Marketing and Demand Generation.
- Hands-on experience with Google Analytics, Google Search Console, Google Tag Manager, CRM platforms, and Marketing Automation tools.
- Strong understanding of Website Management, CMS platforms, UI/UX principles, SEO, CRO, and Content Marketing.
- Experience with AI-powered marketing tools, workflow automation platforms, and emerging digital technologies.
- Familiarity with dashboarding and reporting tools.
- Strong understanding of digital compliance requirements within regulated industries.
Leadership & Execution
- Ability to balance strategic thinking with hands-on execution.
- Strong project management and stakeholder management skills.
- Proven ability to manage multiple priorities in a fast-paced environment.
- Strong analytical and problem-solving capabilities.
- Demonstrated ownership, accountability, and execution excellence.
- Ability to influence cross-functional teams and drive alignment.
Personal Attributes
- Exceptional written and verbal communication skills.
- High degree of curiosity and learning agility.
- Strong commercial orientation and growth mindset.
- Resilient, entrepreneurial, and outcome-driven.
- Demonstrated career stability and evidence of having contributed meaningfully to scaling previous organizations.
- Collaborative and comfortable working across multiple business units.
Why Join Vivriti
This is an opportunity to build and shape the digital growth engine of one of India’s most innovative financial services platforms. The role offers exposure across multiple businesses, leadership visibility, cutting-edge technology initiatives, AI-driven transformation programs, and the opportunity to create measurable impact at scale.
The successful candidate will play a pivotal role in defining how Vivriti engages with investors, issuers, partners, customers
and the broader financial ecosystem in the years ahead.
Preferred candidate profile
