Digital Growth & Performance Marketing Manager – Personal Loan

Engagement: Contract Basis
Role: Digital Growth & Performance Marketing Manager – Personal Loan
Experience: 2–5 Years
Location: Remote / Hybrid
Contract: 6 Months, extendable based on performance
Compensation: ₹40,000–₹60,000/month + performance incentive
Reporting To: Founder / CEO
Joining: Immediate
About ActivPaisa
ActivPaisa is building a digital lending and financial-services distribution platform focused on making credit discovery, qualification and loan distribution faster and more transparent.
We are at an early product stage with our V1 live, and are now building the growth engine around Personal Loans.
We are looking for a hands-on Digital Growth & Performance Marketing Manager who can take ownership of customer acquisition — from ad impression to qualified lead, application and ultimately disbursal.
This is not a social media management role.
We are looking for someone who thinks in:
CAC → CPL → Qualified Lead → Application → Approval → Disbursal → RevenueRole Overview
As Digital Growth & Performance Marketing Manager – Personal Loan, you will own the digital acquisition and growth function for ActivPaisa's Personal Loan business.
You will be responsible for:
Building acquisition strategy
Running and optimizing paid campaigns
Generating high-quality personal-loan leads
Improving landing-page conversion
Building retargeting funnels
Managing Google & Meta acquisition
Tracking the complete customer funnel
Working closely with Product, Developer and UI/UX teams
Identifying scalable acquisition channels
Continuously reducing acquisition cost while improving lead quality
You will have significant ownership and will work directly with the founder.
Key Responsibilities01 — Performance Marketing
Own and optimize:
Meta Ads
Google Search Ads
Google Display/YouTube where relevant
Remarketing campaigns
Retargeting audiences
Performance campaigns
Lead-generation campaigns
Conversion campaigns
Build:
Campaign architecture
Audience segmentation
Ad-set structure
Keyword strategy
Bid/budget strategy
Retargeting journeys
02 — Personal Loan Acquisition
Develop acquisition strategies specifically for:
Salaried professionals
Self-employed customers
High-income customers
Credit-card users
Existing-loan customers
Loan-refinancing customers
Creditworthy digital users
Understand the difference between:
Cheap lead ≠ Good lead
The objective is qualified and monetizable loan customers, not simply maximum lead volume.
03 — Full Funnel Ownership
You will own the digital funnel:
Ad
↓
Landing Page
↓
Lead
↓
OTP Verification
↓
Application Started
↓
Application Completed
↓
Qualified Lead
↓
Lender Match
↓
Application/Login
↓
Approval
↓
Disbursal
Your job is to identify where users are dropping and work with the Product, Developer and Design teams to improve conversion.
04 — Growth & CRO
Work closely with the Product Manager and UI/UX Designer on:
Landing-page optimization
CTA optimization
Form optimization
Application-flow optimization
Trust elements
Content positioning
A/B testing
Mobile conversion
Page speed
Lead-form optimization
You should be comfortable saying:
“We are losing 28% of users at this step. Let's test a different flow.”
rather than simply:
“Let's increase the ad budget.”05 — Analytics & Attribution
Set up and continuously monitor:
GA4
Google Tag Manager
Meta Pixel
Meta Conversions API
Google Ads conversion tracking
UTM tracking
CRM attribution
Campaign-level attribution
Source-level lead quality
Every lead should ideally be traceable to:
Source → Campaign → Ad → Lead → Application → Disbursal
06 — Data-Driven Growth
Prepare weekly growth reports covering:
MetricTrackAd Spend₹Impressions#Clicks#CTR%CPC₹Leads#CPL₹Qualified Leads#Cost / Qualified Lead₹Applications#Cost / Application₹Approvals#Disbursals#CAC₹Revenue₹ROASX
Important: CPL will not be the primary success metric.
The role will ultimately be measured by qualified applications, approved/disbursed business and acquisition economics.
07 — Creative Strategy
You don't need to personally design every creative.
But you must know what creative to make and why.
Work with our UI/UX/Product Designer to develop:
Ad concepts
Hooks
Headlines
Loan-specific creatives
Short-form video concepts
UGC concepts
Landing-page messaging
Retargeting creatives
Continuously test:
Hook × Audience × Offer × Creative × Landing Page
08 — SEO & Organic Growth
Build the foundation for organic acquisition around relevant personal-loan searches.
Examples:
Personal Loan
Personal Loan Eligibility
Personal Loan for Salaried
Personal Loan Without Collateral
Personal Loan Interest Rate
Personal Loan EMI
Loan Eligibility
Loan Against Salary
Personal Loan Calculator
Work with the Product/Content team to build scalable SEO pages and content.
09 — Retention & Remarketing
Build campaigns for users who:
Visited the website
Started application
Didn't complete application
Were previously qualified
Didn't convert
Previously showed loan intent
Coordinate with CRM/WhatsApp/SMS channels where appropriate.
10 — Experimentation
Every month you should be running structured experiments.
Examples:
Experiment 1
₹5L–₹20L positioning vs ₹1L–₹10L positioning
Experiment 2
“Check Your Eligibility” vs “Get Personal Loan”
Experiment 3
Short form vs multi-step application
Experiment 4
Google Search vs Meta
Experiment 5
Different customer segments
Maintain a simple:
Hypothesis → Test → Result → Decision
growth framework.
What We Expect From You
We don't want someone who only knows:
“How to boost a Facebook post.”
We want someone who understands:
Marketing + Data + Product + Customer Behaviour + Funnel Economics
You should be able to independently answer:
Where are our best customers coming from?
Which campaign generates qualified customers?
What is our real CAC?
Which audience converts?
Which creative works?
Where are users dropping?
How can we reduce CAC?
How can we increase application completion?
Which channel should receive more budget?
Can this campaign scale profitably?
Required ExperienceMust Have
2–5 years of performance/growth marketing experience
Hands-on Meta Ads experience
Hands-on Google Ads experience
Experience with lead-generation campaigns
GA4 knowledge
Google Tag Manager
Meta Pixel/CAPI
Conversion tracking
Funnel analytics
A/B testing
Strong Excel/Google Sheets skills
Experience working with CRM/lead data
Strong Preference
Experience in:
Fintech
Lending
Personal Loans
NBFC
Insurance
Credit Cards
BFSI
D2C financial products
Lead-generation businesses
Ideal Candidate
We are especially interested in someone who has personally managed ₹10L–₹1Cr+ monthly digital advertising budgets or can demonstrate equivalent hands-on performance responsibility.
You should be:
Analytical
Entrepreneurial
Hands-on
Fast learner
Experiment-driven
Commercially minded
Comfortable working in a startup
Comfortable with ambiguity
Obsessed with numbers
Agency-management-only profiles are not preferred.
90-Day Success FrameworkFirst 30 Days — Foundation
Audit current funnel
Audit Meta & Google
Audit tracking
Fix attribution
Establish baseline metrics
Build campaign structure
Launch initial experiments
Day 31–60 — Optimization
Identify winning audiences
Identify winning creatives
Optimize landing pages
Improve lead quality
Build retargeting
Improve a

Work arrangement
No