Digital Marketing Manager

About Friendloan

At friendloan, we are on a mission to revolutionize the way people access friendly and flexible

credit. We believe in building a financial community based on trust and mutual support. Our

mobile-first platform is growing rapidly, and we are looking for a passionate and data-driven

Digital Marketing Manager to fuel our user acquisition and help us bring Friendloan to millions

of new users.

The Role

We are seeking an experienced and results-oriented Digital Marketing Manager to lead our user

acquisition efforts. You will be the driving force behind our growth, with a deep, hands-on focus

on Google Ads (especially Performance Max for lead generation and app install

campaigns) and Meta (Facebook/Instagram) Ads.

This is a critical role where you will directly impact our growth trajectory. The ideal candidate is

both a strategist and a practitioner, someone who loves to dive deep into campaign data to

unlock performance and scale our user base efficiently.

Key Responsibilities

● App Install Strategy: Develop, execute, and optimize a comprehensive digital

marketing strategy focused on driving high-quality mobile app installs and leads across

paid channels.

● Google Ads Management:

○ Lead the planning, setup, and day-to-day management of Google Ads,

including App Campaigns and Performance Max (PMA) campaigns

focused on lead generation and app installs.

○ Optimize campaigns for key post-install events like registration, KYC

completion, and first loan disbursal.

○ Conduct keyword research, audience targeting, and creative testing to

maximize return on ad spend (ROAS).

● Facebook (Meta) Ads Management:

○ Own the end-to-end management of Facebook and Instagram ad campaigns

with the primary objective of app installs and user engagement.

○ Utilize advanced targeting techniques, including custom audiences, lookalike

audiences, and interest-based targeting.

○ Continuously A/B test ad creatives, copy, and formats to improve Cost Per

Install (CPI) and campaign efficiency.

● Performance Analysis & Reporting:

○ Monitor, analyze, and report on campaign performance against key metrics

(CPI, CPL, CAC, LTV, ROAS, Install-to-Registration rate).

○ Utilize Mobile Measurement Partners (MMPs) like AppsFlyer, Adjust, or

Branch for accurate attribution and in-depth funnel analysis.

○ Provide regular, actionable insights to stakeholders to inform strategy and

budget allocation.

● Budget Management: Manage the digital marketing budget effectively, ensuring

optimal allocation across channels and campaigns to achieve growth targets.

● Collaboration: Work closely with the creative team to develop compelling ad assets,

the product team to optimize the app store listing (ASO) and user onboarding flow, and

the data team to refine attribution models.

Required Skills & Qualifications

● Experience: 4+ years of experience in digital marketing, with a proven track record in

performance marketing for a B2C mobile app.

● App Install Expertise: Demonstrable, hands-on experience in managing large-scale

app install and lead generation campaigns, delivering tangible results.

● Google Ads Mastery: Deep, practical expertise in setting up and scaling Google Ads,

particularly Performance Max for lead generation and app installs. Google Ads

certification is a strong plus.

● Facebook Ads Pro: Extensive experience managing high-budget Facebook/Instagram

campaigns for app installs, conversions, and re-engagement. Meta Blueprint

certification is a plus.

● Analytical Mindset: Highly proficient with data analysis and marketing analytics

platforms. Must be comfortable using tools like Google Analytics (GA4), MMPs

(AppsFlyer/Adjust), and Excel/Google Sheets to make data-driven decisions.

● Fintech Acumen: Experience in the Fintech, lending, or financial services industry is

highly desirable.

● Education: Bachelor’s degree in Marketing, Business, Engineering, or a related field.

What We Offer

● A competitive salary and benefits package.

● The opportunity to take ownership and have a significant impact on a fast-growing

startup.

● A dynamic, collaborative, and data-driven work culture.

● The chance to be a key player in shaping the future of social lending in India.

If you're passionate about performance marketing and excited to help build the next big thing in

Fintech, we'd love to hear from you!

Please send the following:

● Your updated resume

● A brief cover letter highlighting your experience with App Install campaigns, PMA, and

Facebook advertising

Job Types: Full-time, Permanent

Pay: ₹400,000.00 - ₹800,000.00 per year

Benefits:

• Health insurance
• Paid sick time
• Paid time off
• Provident Fund

Work Location: In person