Deputy Unit Manager - Digital Platforms and Consumer AI

Job Purpose Drive customer acquisition and growth for digital lending products by executing data-driven performance marketing campaigns powered by Consumer AI, first-party data, and intelligent targeting.
Own end-to-end campaign execution — from setup, testing, optimization, and funnel tracking to measurable business outcomes across App and Web.
Duties and Responsibilities Campaign Management (Primary Focus) • Plan, launch, and manage campaigns across Search, Social, Push Campaign • Work closely with content team to manage ad copies, creatives, and landing page requirements • Scale high-performing campaigns and optimise basis performance • Work closely with media/agency partners for campaign execution ________________________________________ A/B Testing & Experimentation • Design structured A/B tests across creatives, audiences, landing pages, and offers • Test hypotheses to improve CTR and cost efficiency • Measure results statistically and implement winning variations • Build a continuous experimentation roadmap ________________________________________ Funnel Tracking & Optimization • Track full acquisition funnel: Discovery to fulfilment • Identify drop-offs and conversion bottlenecks • Partner with Product/Tech to fix funnel leakages • Improve conversion rates and reduce cost per acquisition through data-led actions • Ensure accurate tracking via pixels, SDKs, attribution tools, and analytics platforms ________________________________________ Consumer AI–Led Targeting & Personalization • Work with Data Science/CRM teams to deploy AI-driven cohorts and lookalikes • Execute & automate remarketing framework • Support personalized communication and recommendation initiatives ________________________________________ Analytics & Reporting • Monitor daily KPIs: traffic, leads, approvals, CPA, ROI, LTV • Create dashboards and performance reports • Analyze campaign and cohort performance • Share insights and optimization recommendations with stakeholders ________________________________________ Cross-Functional Collaboration • Coordinate with Product, Tech, Analytics and Data Science teams for tracking, releases, and experiments • Translate campaign needs into clear requirements for implementation • Ensure seamless execution of growth initiatives across systems ________________________________________ Required Qualifications and Experience Performance Marketing | Campaign Execution | A/B Testing | Funnel Analytics | Consumer AI Targeting | Retargeting | Growth Experiments | Data Analysis | Attribution Tools | Excel________________________________________ Ideal Profile • 1–2 years in performance/growth marketing • Strong hands-on experience managing paid campaigns • Comfortable with data, numbers, and experimentation • Detail-oriented executor with strong problem-solving skills • Experience in fintech/lending/app growth is a plus