Role: Product Marketing Manager Business Banking Assets (Business Loans & Working Capital)

Function: Marketing

We are seeking an experienced and results-driven Direct-to-Customer Marketing Manager to join our dynamic marketing team. This role is responsible for developing, executing, and optimizing marketing campaigns that target consumers directly, driving engagement, sales growth, and customer retention. The ideal candidate is skilled in digital marketing, data analysis and has an understanding of consumer behaviour and customer journeys.

Job Summary:

The Product Marketing Manager will be responsible for developing and executing marketing strategies to promote Business Banking Assets (BBA) products and services such as Working Capital & Business Loans. This includes understanding customer needs, market trends, and the competitive landscape to position products effectively in our marketing campaigns. The role will collaborate closely with product teams, sales channel, and external partners/ vendors/ creative agencies to drive product growth, awareness, and customer acquisition through planned campaigns mainly through Direct to Customer (D2C) channels such as emails, WhatsApp, SMS, RCS and other channels such as Social Media & Performance Marketing as well.

Key Responsibilities:

1. Marketing Strategy & Planning:

- Develop and implement comprehensive marketing strategies for BBA products, such as Working Capital & Business Loans
- Conduct market research to understand customer needs, behaviours, and preferences, ensuring product marketing communication aligns with target audience needs & expectations
- Collaborate with cross-functional teams (product, sales, CVM,



analytics and legal & compliance) to align marketing initiatives with business goals

2. Product Positioning & Messaging:

- Craft compelling & relevant designs, messaging and positioning for each product that differentiates it from competitors
- Understand & define product value propositions and translate them into customer-friendly marketing content

3. Campaign Management:

- Plan, execute, and manage multi-channel marketing campaigns (digital banners/mail/WhatsApp/SMS/RCS/Internal, social media, website, event & in-branch marketing) to promote product awareness and drive adoption.
- Monitor and optimize campaign performance (D2C, Social, Performance) based on campaign metrics, data insights and customer feedback. A/B testing & experimentation to optimise creative & copy.
- Work closely with external agencies and vendors to create marketing collateral, advertisements, and promotional materials. Provide adequate direction and feedback to creative agencies on a daily basis.

4. Customer Acquisition & Retention:

- Develop strategies to acquire recent customers and retain existing ones through targeted marketing efforts
- Work on lead generation initiatives, product launches, and promotional offers to drive growth
- Analyse customer data and feedback to continuously refine marketing tactics

5.



Market Analysis & Competitor Monitoring:

- Stay informed and up-to-date on market trends, regulatory changes, and competitor activities
- Perform competitive analysis to ensure products remain competitive and relevant in the market

6. Stakeholder Collaboration:

- Partner with the product/sales team to develop marketing materials that enable successful product sales
- Ensure all marketing activities comply with banking regulations and internal compliance standards

Key Qualifications:

- Education: Masters degree/ MBA in Marketing, Business, or a related field. A certification in Digital Marketing is a plus.
- Experience: At least 4-6 years of experience in product marketing, preferably within the financial services or banking industry.

Skills:

- Strong understanding of banking products and financial services past experience of working with assets products preferred
- Excellent communication, presentation, and interpersonal skills in English - spoken & written
- Proficiency in digital, social media & content marketing
- Ability to work cross-functionally and manage multiple stakeholders
- Analytical mind set with the ability to interpret data and derive insights for decision-making
- Creative thinking with the ability to develop unique marketing strategies

Key Performance Indicators:

- Increase in product adoption and customer acquisition rates
- Improvement in customer retention metrics
- Campaign Performance and Engagement Metrics (Open/Click rates, Views, Impressions, etc.) & Conversions /ROI
- Market share growth and product competitiveness

📌 Product Marketing Manager - Business Banking Assets (Mumbai)
🏢 Kotak Mahindra Bank
📍 Mumbai