AVP – Digital Marketing (Performance Marketing) Role purpose The AVP – Digital Marketing owns Grip's paid and organic acquisition engine end to end: from first impression to first investment. The role's job is to grow first-time investors (FTIs) and invested AUM at a falling blended CAC, while keeping every campaign compliant with SEBI advertising norms. This leader will also build Grip's presence in the current discovery layer. Investors increasingly ask ChatGPT, Gemini, Perplexity and Google AI Overviews which bonds or fixed income platforms to trust. Grip must show up in those answers, and be described accurately and favourably. We expect this person to run marketing as an AI-first function. That means AI in creative production, bidding, audience modelling, experimentation and reporting, not as a side project.

Key responsibilities
1. Performance marketing strategy and budget
• Own the annual and quarterly performance marketing plan, budget and channel mix, and present it to the CEO.
• Set targets across the funnel: install, sign-up, KYC completion, first investment, repeat investment and AUM per investor.
• Allocate and reallocate spend weekly based on CAC, payback period and investor LTV, not on clicks or installs.
• Build forecasting models that link spend to FTIs, AUM and revenue. 2. Paid acquisition across channels
• Run and scale Google Ads (Search, Performance Max, YouTube, Demand Gen, App campaigns) and Meta (Facebook, Instagram).
• Test and scale emerging channels: LinkedIn, X, Reddit, Quora, programmatic, CTV, OTT and finance-content platforms.
• Manage app marketing: Google UAC, Apple Search Ads, ASO, deep linking and app re-engagement.
• Run affiliate programmes within SEBI rules on registered entities and disclosures.
• Drive retargeting and lifecycle campaigns to move sign-ups through KYC to first and repeat investment.
• Manage agency and ad-tech partners, with clear SLAs and performance-linked commercials. 3. SEO
• Own organic growth for gripinvest.in and the app: technical SEO, on-page, content and off-page.
• Lead technical SEO: site speed, Core Web Vitals, crawlability, indexation, structured data and the Next.js rendering setup.
• Build programmatic SEO for bond, issuer, rating, yield and calculator pages at scale.
• Run a keyword strategy for high-intent fixed income queries, such as "best bonds to invest", "high yield bonds India" and "FD vs bonds".
• Build topical authority through guides, calculators, research and glossaries, and earn high-quality links and PR mentions.
• Track rankings, organic traffic, organic sign-ups and organic FTIs every fortnight. 4. GEO, AEO and LLM visibility
• Build Grip's Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) programme.
• Track how often, and how well, Grip appears in answers from ChatGPT, Gemini, Perplexity, Claude, Copilot and Google AI Overviews.
• Run a standing prompt panel of investor questions and measure share of voice, citation rate and position against competitors.




• Monitor LLM sentiment: whether models describe Grip accurately, positively and with current facts on safety, regulation and returns.
• Fix gaps at the source: structured, citable content, schema, entity consistency, Wikipedia and knowledge-graph presence, reviews, and third-party mentions on sources LLMs cite.
• Watch for hallucinated or outdated claims about Grip and correct them through owned and earned content. 5. AI-first marketing operations
• Use generative AI to produce and test ad creatives, copy, video and landing pages at high volume, with compliance review built into the workflow.
• Apply AI and machine learning to bidding, budget pacing, audience modelling, lookalikes and predicted-LTV targeting.
• Build AI agents and automations for reporting, anomaly alerts, search-term mining, creative fatigue detection and competitor monitoring.
• Use AI to personalise landing pages and onboarding journeys by source, intent and investor segment.
• Set guardrails for AI use: brand voice, factual accuracy, data privacy and SEBI-compliant claims. 6. Measurement, analytics and experimentation
• Own the attribution stack: MMP (AppsFlyer, Branch or similar), GA4, server-side events, Google and Meta conversion APIs.
• Push offline conversions (KYC, first investment, AUM) back to ad platforms so algorithms optimise for value, not installs.
• Run incrementality tests, geo-lift studies and marketing mix modelling to judge true channel contribution.
• Run a structured A/B testing programme across ads, landing pages and onboarding.
• Work with data and product teams on event tracking, cohorts and dashboards. 7. Conversion and funnel optimisation
• Partner with product and design to improve landing pages, sign-up, KYC and checkout conversion.
• Find and fix drop-offs using funnel data, session recordings and user research. 8. Compliance and brand safety
• Make sure all campaigns, creatives and influencer content follow SEBI advertising guidelines, platform policies for financial services, and Grip's compliance review process.
• Keep a clear audit trail of approved claims, disclaimers and creatives. 9. Leadership
• Build and lead a high-performing team across paid, SEO/GEO, content and analytics.
• Hire, coach and set clear goals for each team member. How success is measured The role is judged on business outcomes: more first-time investors and AUM at a lower blended CAC. Area -Key metrics Growth -FTIs per month, AUM from recent investors, repeat investment rate Efficiency -Blended and paid CAC per FTI, CAC payback, LTV:CAC, ROAS on invested value Funnel
- Install-to-sign-up,



sign-up-to-KYC and KYC-to-first-investment conversion SEO -Non-brand organic traffic, top-3 rankings on focus keywords, organic FTIs GEO / LLM -Share of voice and citation rate across the AI prompt panel, LLM sentiment score, factual accuracy of answers about Grip AI adoption -Share of creatives and reports produced with AI, creative test velocity, hours saved Compliance -Zero regulatory or platform violations on campaigns Who we are looking for Must have
• 10–14 years in digital marketing, with at least 6 years hands-on in performance marketing and 4+ years leading teams.
• A track record of managing large monthly budgets across Google, Meta and app channels, with clear CAC and ROI outcomes.
• Deep SEO expertise: technical, content and programmatic SEO, with proof of growing non-brand organic traffic and conversions.
• Working knowledge of GEO/AEO: how LLMs and AI search choose sources, and how to measure and improve brand visibility and sentiment in them.
• Hands-on use of AI in marketing: generative creative tools, AI-driven bidding, automation and agents, not only awareness of them.
• Strong analytics

skills:
attribution, MMPs, GA4, SQL or BI tools, incrementally testing and cohort analysis.
• Clear thinking and communication; comfortable presenting to the CEO and the board. Strong plus: category experience Experience in categories close to Grip is a big advantage. This includes:
• Fixed income, bond platforms, wealth-tech or investment apps (stocks, mutual funds, FDs, digital gold).
• Fintech or BFSI: brokers, NBFCs, lending, insurance or neobanks.
• Regulated marketing under SEBI, RBI or IRDAI rules, including financial-services ad policies on Google and Meta.
• Driving high-value, high-trust conversions where KYC and investment are part of the funnel. Tools and platforms Paid media
- Google Ads, Meta Ads Manager, Apple Search Ads, LinkedIn, DV360, programmatic Measurement
- AppsFlyer or Branch, GA4, Google Tag Manager, Conversion APIs, BigQuery or Redshift, Metabase or Looker SEO
- Google Search Console, Ahrefs or Semrush, Screaming Frog, schema tools GEO / LLM
- AI visibility trackers (such as Profound, Peec AI or Otterly), manual prompt panels AI and automation
- ChatGPT, Claude, Gemini, AI image and video tools, n8n or Zapier CRM and engagement
- MoEngage, CleverTap or similar Education A degree in business, engineering, marketing or a related field. An MBA is good to have, not required.

What we offer
• A direct line to the CEO and a seat at the table on growth strategy.
• Ownership of a full-funnel growth engine in one of India's fastest-growing investment categories.
• Freedom and budget to build an AI-first marketing function from the ground up.
• Competitive pay with ESOPs.

How to apply
Send your CV to [email protected] with subject line AVP Digital Marketing
- with a short note on one campaign you scaled, the CAC and outcome, and how you used AI in it.

📌 Digital Marketing Specialist (Gurugram)
🏢 Grip Invest
📍 Gurugram