Lead - Digital Channels

About the role

Lead the digital customer growth for Airtel Money within an operating company, partnering with the central Digital function to increase adoption, engagement and monetisation across App, Web and WhatsApp channels.

Key responsibilities

• Own and drive market‑level digital growth metrics such as digital adoption, MAUs, transacting MAUs, use‑cases per user and ARPU.
• Build and execute market‑specific acquisition, activation, engagement and retention plans in collaboration with the central Airtel Money Digital team.
• Track performance against targets, diagnose funnel drop‑offs and implement data‑led interventions.
• Conduct competitive analysis of fintech apps and translate insights into recommendations for product, marketing and growth teams.
• Travel to the market, engage directly with customers, gather field insights and feed them back to the central team.
• Plan, execute and optimise paid acquisition campaigns on Google Ads, Meta Ads, TikTok Ads and other platforms.
• Manage the OpCo’s digital marketing budget, continuously optimising spend and ROI.
• Coordinate UAT for new digital products and work with central product/engineering teams on launch sign‑off and post‑launch monitoring.

Required profile

• Bachelor’s degree in Business, Marketing, Engineering or related field; MBA preferred.
• 8+ years of experience in digital growth, digital marketing or product/growth roles, preferably in fintech.
• Strong analytical skills with the ability to translate data into clear growth actions.
• Excellent communication and stakeholder management skills to operate between a local OpCo and a central regional function.
• Willingness to travel regularly for on‑ground customer engagement.

Required skills

• Hands‑on experience with WebEngage (or equivalent CRM/engagement platform).
• Proficiency in AppsFlyer for attribution.
• Expertise in Google Analytics and Firebase for funnel and behavioural analysis.
• Extensive knowledge of performance‑marketing platforms: Google Ads, Meta Ads, TikTok Ads.
• Familiarity with lifecycle/CRM campaign tools and UAT processes.