About the job

Pine Labs is a leading fintech company building technology and financial solutions across payments, commerce and embedded finance for businesses and consumers across the Global South. With a strong presence across multiple markets, Pine Labs enables businesses with digital payments, financial services and commerce solutions, helping them grow and operate more efficiently.

Join us to be part of a fast-paced, innovative fintech environment with opportunities to work on high-impact business and finance initiatives.

Role Purpose

We are looking for an Assistant Manager, Website Marketing to own the Pine Labs website as a revenue engine - not a brochure - end to end across strategy and execution. You will own the website product roadmap, the conversion funnel, the on-site experience, and the content and campaign operations that run on top of it, across all our verticals: In-store/POS, Online Payments, Setu, Credit+, and Prepaid.

We are onboarding a specialist website agency, and this role is the person who directs and governs them. You set the direction and the quality bar; the agency and internal teams ship to it. You own the outcome: website-sourced pipeline, conversion rate, funnel health, page experience, and speed-to-live for campaigns and content.

This is a strategy-and-execution role for a sharp operator. Despite the Assistant Manager title, the expectation is that you set direction and get your hands dirty - you will write the roadmap and the brief, and you will also be the one who spots the broken form, the leaking funnel step, the slow-loading hero, the CTA that says nothing, and the CRM routing that silently drops a lead. You hold everyone - internal teams and the agency - to a high bar.

What you'll own

1. Website strategy & roadmap ownership

• Define and own the website product roadmap across all Pine Labs verticals, aligned to business goals, funnel stage, and ICP - merchants, developers, product decision-makers, CFOs and CTOs.
- Prioritise by commercial intent and business impact - high-intent and high-traffic pages before cosmetic work - not by request volume or opinion.
- Run structured user research and competitor teardowns (fintech and B2B SaaS) to identify new features, page types, and experience gaps worth building.
- Maintain a single, prioritised website backlog with clear owners, effort, dependencies, and expected impact that leadership and stakeholders can see.

2. Conversion rate optimisation & funnel growth

- Own the website conversion funnel end to end - from first touch to qualified lead - and drive the traffic-to-conversion ratio up across verticals.
- Diagnose and reduce drop-off at every step: page hierarchy, above-the-fold clarity, copy, proof points, navigation, CTAs, and forms.
- Own form strategy and friction: field count,



progressive profiling, validation, error states, and thank-you/next-step experience.
- Build and run a continuous A/B and multivariate testing programme (e.g. VWO / Optimizely); maintain an experiment backlog with hypotheses, sample-size logic, and read-outs - no experiments that can't be measured.
- Design lead journeys that increase qualified leads for omni-channel conversion, and personalise the experience by segment, behaviour, source, and geography.

3.UX, design & on-site experience

- Partner with the agency and internal design teams to create intuitive, responsive, accessible, and on-brand web experiences across desktop and mobile.
- Own information architecture and navigation so each vertical, product, solution, industry, pricing, comparison, developer, and campaign page has a clear audience, intent, message, CTA, and conversion path.
- Ensure a genuinely seamless mobile experience - the majority of Indian traffic is mobile-first - with fast load, clean layouts, and easy navigation.
- Keep the site fresh: own timely refresh of assets, imagery, banners, and stale content so nothing on a live page erodes trust or looks abandoned.
- Collaborate with the content team on a website content strategy - rich, decision-enabling modules (calculators, comparisons, use-case explainers, proof) that help merchants and developers choose Pine Labs.
- CMS governance, campaigns & operations
- Master the CMS platform and push its capabilities hard to cut turnaround time for landing pages, blogs, and updates - build reusable templates and components so campaigns ship quick without engineering bottlenecks.
- Own the website calendar mapped to the business calendar, and drive campaign go-live: coordinate marketing, product, design, content, and the agency to get campaigns and landing pages live on time and QA'd.
- Define and enforce CMS governance: page templates, a publishing/approval flow, QA checklists, naming and versioning, and access control - so quality holds as volume scales.
- Own a pre-launch QA standard for every page: links, forms, tracking, CRM routing, responsiveness, and speed all verified before go-live.

5.Agency partnership & governance

- Own the website agency relationship: set direction, write sharp and specific briefs, govern execution quality, and run regular reviews and accountability.




- Review every deliverable against the quality bar; push back where work is thin, off-scope, off-brand, or wrong - and catch it before it reaches leadership.
- Translate business goals into work the agency can execute, and hold them to timelines, quality, and measurable outcomes - not activity.
- Analytics, tracking, insights & measurement
- Own website analytics and reporting (GA4 and related tools); define the measurement framework and instrument the funnel so every meaningful action is tracked.
- Coordinate with CRM and demand-gen teams so leads route correctly, attribution is clean, and website-sourced pipeline is measurable end to end.
- Read behaviour with heatmaps, session recordings, and funnel analytics to understand the online customer - triggers, motivations, and barriers to purchase - and turn insight into the next growth bet.
- Report to leadership with honest, prioritised numbers and a clear narrative and next actions - no vanity metrics.

What we're looking for

- 5 to 7 years in website / digital marketing, growth, or CRO, with hands-on ownership of a B2B or D2C website - ideally multi-product or multi-vertical.
- Able to both set strategy and execute it - writes roadmaps, briefs, and narratives, and also ships in the CMS and QAs the details.
- Strong command of website architecture, UX principles, conversion psychology, SEO fundamentals, and web analytics.
- A sharp, detail-obsessed operator who catches what others miss - the broken form, the leaking step, the dead CTA - and does not take work at face value.
- Hands-on with analytics and experimentation: GA4, tag management (GTM), and A/B testing platforms (VWO, Optimizely, or similar).
- Experience with CMS platforms (e.g. Adobe Experience Manager, WordPress, Contentful, or Salesforce Commerce Cloud) and a bias toward maximising CMS capability for speed.
- Experience owning or governing website / creative / digital agencies and holding them to a high bar.
- Comfortable partnering with content, design, product, engineering, CRM, and demand-gen to get work shipped.
- Working familiarity with front-end basics (HTML, CSS, JavaScript) - enough to brief developers, debug tracking, and unblock the agency.
- A builder mindset, comfort with ambiguity, and a bias toward fast, accountable execution.

What we value in our people.

• You take the Shot: You decide fast and deliver right

• You are the CEO of what you do: You show ownership and make things happen.

• You own tomorrow: You build solutions for the merchants and do the right thing.

• You sign your work like an artist: You seek to learn and take pride in the work you do.

• You are the Sherpa: You take people along and act in the interest of Pine Labs.

• You care with tough love: You empower others and help people grow.

📌 Assistant Manager - Website Marketing (Bengaluru)
🏢 Pine Labs
📍 Bengaluru