Role & responsibilities :

Lead Marketing Analytics & Attribution

About Fintech Cloud:

Fintech Cloud is a lending technology and operations platform that provides origination, underwriting, and servicing infrastructure for a growing portfolio of RBI-registered NBFC partners. We also operate consumer lending brands through which these partners lend.

The group is scaling from 40+ brands to 100+ brands, with monthly marketing spend of approximately 5 crore and growing. We are building a strong marketing function to support this scale and are looking for a Lead – Marketing Analytics & Attribution to build the measurement and attribution layer for the business.

Position Details

Role: Lead – Marketing Analytics & Attribution
Location: Noida
Experience: 6–10 years, including 3+ years in Performance Marketing Analytics
Reporting To: Chief Marketing Officer
Team: Individual Contributor initially, with an opportunity to build and lead a team as the function scales

Role Overview:

We are currently investing approximately 5 crore per month across 40 consumer lending brands. However, we do not yet have reliable visibility into cost per disbursal by marketing channel.

Each NBFC partner operates its own CRM, and conversion data does not consistently flow back to advertising platforms. This role will build the marketing measurement, attribution, and data infrastructure required to make marketing spend measurable, accountable, and optimisable.

Key Responsibilities:

- Build and own the marketing data layer,



integrating partner CRM data into a central data warehouse with a standardised and normalised schema.
- Implement server-side tracking, offline conversion tracking, and Conversion APIs for Google and Meta.
- Build reliable measurement of cost per disbursal across channel, brand, lender, and geography.
- Develop attribution models for conversion journeys where the final conversion/disbursal occurs days after the initial marketing interaction.
- Analyse approval rates and repeat-borrower behaviour by acquisition source.
- Build cross-brand application overlap and customer acquisition analysis.
- Develop dashboards and reporting systems that are trusted and actively used by Marketing, Finance, and Credit teams.
- Partner closely with Engineering and Data teams to extract and integrate data from systems outside direct control.
- Validate data quality and marketing metrics rather than simply reporting dashboard numbers.
- Establish a single source of truth for marketing performance across brands and NBFC partners.
- Required Skills & Experience:

- 6–10 years of overall experience, with at least 3 years in Performance Marketing Analytics.
- Strong hands-on experience with GA4 (Google Analytics 4).




- Strong experience with Server-Side Google Tag Manager (GTM).
- Hands-on experience with Google Ads and Meta Conversion APIs.
- Strong knowledge of server-side tracking and offline conversion imports.
- Advanced SQL skills.
- Experience working with cloud data warehouses such as BigQuery, Snowflake, or equivalent.
- Experience with marketing attribution and conversion tracking for longer customer journeys.
- Robust understanding of performance marketing metrics, campaign measurement, and marketing ROI.
- Ability to work closely with Engineering, Data, Marketing, Finance, and Credit teams.

Preferred / Nice to Have

- Experience in Fintech, Lending, NBFC, Consumer Finance, Insurance, or other considered-purchase categories.
- Understanding of the loan funnel, from lead/application through approval and final disbursal.
- Experience working with multiple CRMs, data sources, brands, or business entities.
- Experience building marketing analytics and attribution systems at scale.

Key Success Metrics – First 6 Months

- Establish a single source of truth for marketing performance across all brands and lenders.
- Enable reliable cost-per-disbursal reporting by channel and brand.
- Build trusted reporting that is accepted by the Finance and Marketing teams.
- Establish reliable conversion data flows back to Google and Meta.
- Enable campaigns to optimise toward funded loans/disbursals rather than leads or form fills.
- Create a scalable measurement framework that can support the growth from 40+ to 100+ brands.

📌 Marketing Analytics Lead (Noida)
🏢 Fintech Cloud
📍 Noida