1. Role Purpose The Senior Manager - Digital Media leads the external media team for Muthoot FinCorp ONE, with a dual mandate of strengthening brand consideration and driving customer acquisition. This is a hands-on team leadership role, combining direct ownership of priority media work with oversight of team delivery and performance.

The role owns digital media strategy, planning, execution and optimisation across paid channels, ensuring that both personally managed initiatives and team-led campaigns deliver against clearly defined marketing and business objectives.

The incumbent will lead two manager-level direct reports and one Media Analyst, set priorities and review their work, while managing digital media agencies and partners. The role will recommend deployment of approved budgets across channels and campaigns and continuously improve media effectiveness based on performance.

The role must connect digital media activity with downstream business outcomes by maintaining visibility across the customer funnel: impressions and reach, traffic, leads, applications, conversions and disbursals. Working with relevant internal teams, the incumbent will use this visibility to understand performance and identify improvements across the funnel.

The immediate scope is Muthoot FinCorp ONE, with the potential for the role to progressively support the broader Muthoot FinCorp digital media mandate.

2. Key Accountabilities

A. Digital Media Strategy

- Translate brand and business objectives into integrated digital media strategies.
- Define the appropriate combination of channels, audiences, formats and campaign objectives.
- Develop media strategies across Google, Meta, programmatic, online video and other relevant paid digital channels.
- Balance investments between brand-building and customer-acquisition objectives.
- Identify emerging digital media opportunities and recommend their application to Muthoot FinCorp ONE.

Outcome: A clearly defined digital media strategy that delivers both brand impact and customer acquisition.

B. Digital Brand Building

- Develop paid media strategies for key brand and product campaigns.
- Build audience strategies designed to deliver effective reach and frequency amongst priority customer segments.
- Partner with Brand and Content teams to ensure creative ideas are effectively translated into digital media.
- Drive amplification of key campaigns across relevant digital platforms.
- Track indicators such as reach, frequency, engagement, video consumption, branded search and consideration.

Outcome: Sustained improvement in Muthoot FinCorp ONEs visibility and consideration amongst priority customer audiences.

C. Customer Acquisition

- Plan and manage acquisition campaigns across search, social, display, video, affiliates and other relevant digital channels.
- Drive traffic, leads, journey initiations and applications for priority Muthoot FinCorp ONE propositions.
- Continuously optimise campaigns across audiences, creatives,



placements, platforms and bidding strategies.
- Balance acquisition volumes with lead quality, conversion and cost efficiency.
- Build effective prospecting and conversion campaign structures.

Outcome: Scalable and cost-effective acquisition of customers with demonstrable contribution to business volumes.

D. Full-Funnel Media Effectiveness

- Define appropriate KPIs across each stage of the funnel.
- Track media-generated customers through downstream business outcomes.
- Work with Business, Product and Analytics teams to understand lead quality and conversion.
- Identify significant funnel drop-offs and determine whether interventions are required across media, audience, communication or customer journeys.
- Use downstream conversion information to improve future media decisions.
- Build a clear understanding of digital medias contribution to customer acquisition and disbursals.

Outcome: Media decisions increasingly optimised against business outcomes rather than platform-level metrics alone.

E. Media Planning and Investment Management

- Develop annual, quarterly and campaign-level digital media plans.
- Recommend allocation of approved budgets across platforms, campaigns and objectives.
- Recommend reallocation of spends based on campaign performance and changing business priorities.
- Monitor utilisation and ensure adherence to approved budgets.
- Maintain appropriate governance over campaign spends, approvals and reporting.
- Continuously identify opportunities to improve the effectiveness and efficiency of media investment.
- Outcome: Disciplined allocation of digital media investment with demonstrable improvements in effectiveness and efficiency.

F. Agency and Partner Management

- Develop clear agency briefs linked to marketing and business objectives.
- Evaluate media recommendations, audience strategies and campaign plans.
- Challenge agency recommendations where required and independently assess opportunities for improvement.
- Ensure campaigns are launched accurately, on time and within approved budgets.
- Establish structured agency performance reviews.
- Hold partners accountable for campaign delivery, optimisation, reporting and agreed outcomes.
- Outcome: High-quality agency output with strong accountability for performance and execution.

G. Measurement, Analytics and Optimisation

- Establish campaign dashboards and regular performance reviews.
- Monitor metrics including reach, frequency, CPM, CPC, CTR, CPL/CPA, conversion rates and downstream business conversion.
- Analyse performance across channels, campaigns,



audiences, creatives and propositions.
- Conduct structured experiments across media strategies, audiences, formats and creative executions.
- Translate campaign data into clear recommendations and actions.
- Build learnings from completed campaigns into future media planning.

Outcome: Continuous improvement in digital media performance supported by robust measurement and experimentation.

H. Media Team Leadership

- Lead two manager-level reportees and one Media Analyst, with clear ownership of campaigns, channel plans, analytics and deliverables.
- Translate media objectives into team priorities, allocate work and set individual goals aligned to brand, acquisition and business outcomes.
- Personally lead priority media plans, critical campaigns, strategic partner discussions and complex performance interventions.
- Review and guide the managers media plans, campaign execution, optimisation and agency coordination; remain accountable for delivery quality and results.
- Guide the Media Analyst on reporting, funnel measurement, performance diagnosis and experiments, ensuring insights lead to action.
- Run regular team performance reviews, coach reportees, build capabilities and manage individual performance.

Outcome: A capable, accountable external media team delivering agreed outcomes, supported by hands-on leadership on priority work.

Experience and Qualifications

Experience

- 710 years of relevant experience in digital marketing, media planning or performance marketing.
- Demonstrated experience managing paid digital campaigns across major digital platforms.
- Experience spanning both brand-led digital media and performance/customer-acquisition marketing.
- Experience managing digital media agencies and evaluating media recommendations independently.
- Strong understanding of digital media planning, audience strategy, campaign optimisation and measurement.
- Experience working with customer acquisition funnels and downstream conversion metrics.
- Demonstrated experience leading media or performance marketing teams, including setting goals, delegating work, coaching and reviewing performance, while retaining hands-on campaign and planning responsibilities.
- Exposure to BFSI, fintech, consumer internet, telecom, e-commerce or other high-volume consumer businesses preferred.

Education

- MBA/PGDM or equivalent postgraduate qualification in Marketing, Business or a related discipline preferred.

Role: Growth Marketing, Industry Type: FinTech / Payments, Department: Marketing & Communication, Employment Type: Full Time, Permanent Role Category: Digital Marketing Education UG: Any Graduate PG: Any Postgraduate Key Skills Skills highlighted with ‘‘ are preferred keyskills App Marketing Performance MarketingUser AcquisitionPaid MarketingMobile App MarketingDigital MediaDigital Media PlanningDigital BrandingCustomer AcquisitionFunnel ManagementDigital Marketing

📌 Senior Manager - Digital Media (Bengaluru)
🏢 Muthoot FinCorp (MFL)
📍 Bengaluru