About the Role

IBL Money is the digital lending platform of IBL Finance Limited, an RBI-registered NBFC. We are looking for our first dedicated Growth & Analytics Manager to take ownership of growth across the entire customer journey.

This is not a traditional user-acquisition role.

In digital lending, an app install alone has little value. A customer becomes valuable only when they complete KYC, get approved, receive a loan disbursal, and ultimately demonstrate good repayment behaviour.

That means acquiring the wrong customer can be expensive.

We are looking for someone who thinks in funnels, conversion, customer quality, retention, and unit economics not just installs, clicks, and impressions.

You will own the journey from app store impression to loan disbursal and repeat borrowing, working directly with Product, Engineering, Credit, and Leadership. You will have the autonomy to identify problems, design experiments, and drive improvements end to end.

Your core growth metric will be Cost per Disbursal, not Cost per Install.

What You Will Own

Funnel Ownership

Own the complete acquisition-to-disbursal funnel : Impression Install Registration KYC Start KYC Complete Approval Disbursal Repeat Borrower

Identify where users drop off and quantify the business and revenue impact of each funnel leak.

Work with Product and Engineering to prioritise and implement improvements.

Define, track, and improve key metrics including:

Cost per Disbursal

Approval Rate

Activation Rate

Funnel Conversion Rates

Repeat Borrower Rate

Customer Acquisition Efficiency

Analytics & Reporting

Build and maintain dashboards that the business actually uses to make decisions.

Own reporting across

Funnel health

Cohort performance

Campaign efficiency

Customer quality

Retention and repeat borrowing

Set up and manage the mobile attribution stack using tools such as AppsFlyer, Adjust, or equivalent.

Own product analytics implementation using tools such as Firebase, Mixpanel, CleverTap, or equivalent.

Define event taxonomy with Engineering to ensure reliable tracking at the source.

Work comfortably with raw data and SQL not just pre-built dashboard views.

Turn analysis into recommendations and actions,



not just reports.

App Store Optimization (ASO)

Own ASO strategy for Google Play and the Apple App Store.

Improve

Keyword strategy

App metadata

Store creatives

Ratings and reviews

Conversion from store visit to install

Run store listing experiments and evaluate their impact on downstream customer quality.

Deploy and optimise

Google Play Custom Store Listings

Apple Custom Product Pages

Ensure store presence remains compliant with Google Play''s personal loan app policies and Apple''s relevant requirements.

Performance Marketing

Plan and manage paid acquisition campaigns across:

Google Ads / App Campaigns

Meta

Apple Search Ads

Optimise campaigns toward disbursal and customer quality, not install volume.

Build a feedback loop with the Credit team so campaign optimisation incorporates approval, disbursal, and repayment quality.

Monitor channel-level unit economics and know when to scale, pause, or fix the funnel before increasing spend.

Manage agencies, freelancers, and external partners where required.

Lifecycle & Retention

Build and optimise customer journeys across:

Push notifications

In-app messaging

SMS

WhatsApp

Develop journeys for

KYC completion

Funnel drop-off recovery

Application completion

EMI reminders

Repeat borrowing

Customer reactivation

Treat repeat borrowers as a first-class growth channel.

What We Are Looking For

Must Have

4 to 7 years of experience in Growth, Product Analytics, Performance Marketing, or a related role for a consumer mobile app.

Robust analytical skills and experience working with SQL and raw data.

Hands-on experience with mobile attribution platforms such as AppsFlyer, Adjust, or Branch.

Experience with product analytics and event tracking.





Demonstrated ownership of a metric further down the funnel than installsfor example:

Activation

Conversion

Revenue

Retention

Customer quality

Ability to work directly with Engineering on:

Event tracking

Analytics implementation

Experiment setup

Measurement frameworks

Strongly Preferred

Experience in lending, fintech, insurance, or another regulated consumer product.

Working knowledge of

RBI digital lending guidelines

Google Play policies for personal loan apps

Relevant app marketplace compliance requirements

ASO experience using tools such as:

AppTweak

Sensor Tower

App Radar

Experience with lifecycle and engagement platforms such as:

CleverTap

MoEngage

WebEngage

How You Work

You are someone who:

Asks what a number actually means before acting on it.

Thinks beyond vanity metrics.

Is comfortable saying: Don't spend more until we fix this part of the funnel. Can explain a funnel problem to a Credit Officer and a compliance requirement to a Designer.

Is comfortable moving between data, product, marketing, and business conversations.

Takes ownership of problems rather than waiting for someone else to define them.

What Success Looks Like

First 30 Days

Map the complete funnel from acquisition through disbursal and repeat borrowing.

Establish baseline conversion rates at every major funnel stage.

Document attribution and analytics gaps.

Create a prioritised tracking and measurement improvement plan.

Identify the top three funnel drop-off points and quantify their business impact.

First 90 Days

Attribution stack is live, reliable, and trusted.

Leadership has a working dashboard used for weekly decision-making.

At least one significant funnel stage has measurably improved.

ASO baseline has been established.

The first set of ASO and funnel experiments is running.

First 6 Months

Cost per Disbursal is trending downward while disbursal volume is maintained or increased.

Repeat borrower rate is improving through lifecycle and retention initiatives.

Campaign optimization incorporates downstream customer quality not just acquisition metrics.

A prioritized, evidence-backed growth roadmap is in place for the next two quarters.

📌 Growth & Analytics Manager (Surat)
🏢 IBL Finance
📍 Surat