Job Requirements

About the Role
The Digital Growth team at IDFC FIRST Bank shapes how the Bank engages with its existing customers through digital channels. The team’s work spans all businesses across the Bank. The Growth Lead will define and deliver the growth strategy across these businesses and will be accountable for the outcomes. The role is suited to a digital-first professional who can bring structure to ambiguous problems and align senior stakeholders around a common plan. The Growth Lead will also help shape how HPE adopts AI and emerging technologies in the way it plans, executes, and measures its work.

Key Responsibilities
Strategy and Business Outcomes
• Define the growth strategy and annual plan for HPE initiatives across the Bank’s businesses, aligned with the Bank’s overall objectives.
• Take ownership of business outcomes, measured through controlled experiments rather than channel metrics such as opens and clicks.
• Prioritise initiatives based on expected impact and review performance regularly, redirecting effort and budget where results fall short. Customer Engagement
• Design customer journeys across WhatsApp, email, SMS, push notifications, and in-app messaging that respond to customer behaviour at each stage of the relationship.
• Partner with Analytics and Data Science teams to define customer segments and determine the most relevant engagement strategy for each.
• Set and uphold standards for communication frequency and relevance, ensuring that customer experience is never compromised for short-term results. Experimentation and Insights
• Own the experimentation agenda for HPE,



ensuring every test starts with a clear hypothesis and concludes with a clear decision.
• Translate learnings into practical recommendations and ensure they inform future planning. AI and Emerging Technology
• Identify opportunities to apply AI across the growth process, including predictive targeting, next-best-action models, content generation, and performance analysis.
• Lead pilots with Technology and Data teams and scale use cases that demonstrate value, with appropriate governance for accuracy, compliance, and brand consistency.
• Stay abreast of developments in marketing technology and bring an informed point of view to leadership discussions. Stakeholder and Programme Management
• Build strong working relationships with Product, Analytics, Technology, Risk, Compliance, Legal, and Business teams, bringing them together around shared priorities.
• Plan and manage cross-functional initiatives end to end, including scope, timelines, dependencies, and ownership.
• Present performance, insights, and recommendations to senior leadership with clarity and candour, including learnings from initiatives that did not deliver the expected outcomes. What We Are Looking For Education
• Graduation: Any discipline
• Post-graduation: MBA or equivalent preferred Experience
• 7+ years of experience in growth,



lifecycle/CRM marketing, digital marketing, or product roles.
• A proven track record of delivering growth outcomes for a digital, consumer-facing business at scale. Experience in banking, fintech, telecom, e-commerce, or consumer internet businesses is relevant.
• Hands-on experience with customer engagement platforms and experimentation frameworks. Skills And Attributes We are looking for a qualified who combines sound judgement with the ability to bring people together. How the candidate thinks and works matters more than familiarity with any specific tool.
• Digital-first thinking: Approaches growth through the lens of customer behaviour and data, treating every customer journey as something to be measured and improved.
• Strategic judgement: Connects growth initiatives to business outcomes and makes sound decisions on where to invest time and budget.
• Critical thinking: Identifies the real drivers behind performance, whether the issue lies in targeting or the journey itself, and tests conclusions before acting on them.
• Experimentation discipline: Designs controlled tests with clear hypotheses and can distinguish genuine results from noise.
• AI fluency: Uses AI tools in day-to-day work and has an informed view on where AI adds value to growth and where it introduces risk.
• Stakeholder management: Builds trust across functions and gains alignment from teams outside their reporting line, escalating appropriately when required.
• Customer focus: Balances business goals with customer trust and represents the customer’s interests in decision-making.

📌 Lead Growth (Mumbai)
🏢 IDFC FIRST Bank
📍 Mumbai