Assistant Vice President, Specialist, Asset Product Marketing, Group Marketing and Communications

We are looking for an experienced marketing professional to lead marketing for asset products, with primary focus on the Gold Loan and Loan Against Property (LAP) portfolios.

This role requires a strong blend of strategic thinking, execution excellence, on-ground marketing expertise, and performance orientation. The ideal candidate should have hands-on experience driving ATL and BTL campaigns for lending or asset-focused businesses and building demand through both brand visibility and local market activation.

Key Responsibilities:

• Lead end-to-end marketing for Gold Loan and LAP businesses
• Drive ATL and BTL campaigns across catchment areas to build awareness, leads, walk-ins, and conversions
• Plan and execute on-ground activations including branch branding, local area marketing, kiosks, outdoor branding, and partner-led initiatives
• Drive integrated campaigns across digital and offline channels including Meta, Google, WhatsApp, SMS, Email, app, website, radio, print, OOH, and branch networks
• Build acquisition and funnel strategies with focus on lead generation and conversion efficiency
• Identify high-potential geographies and customer cohorts through data and market insights
• Collaborate closely with product, sales, analytics, creative, regional marketing, compliance, legal, and agency partners
• Track campaign performance, optimize spends, and drive strong business outcomes and ROI
• Ensure strong execution governance across stakeholders, timelines, and regional requirements

Requirements:

1. 12 years+ experience in marketing across banking, financial services, NBFCs, fintech, or lending businesses
2. Strong ATL and BTL marketing experience, especially for lending or asset products
3. Proven experience driving on-ground and catchment-led campaigns with measurable business impact
4. Strong understanding of local area marketing and regional campaign execution
5. Digitally savvy with strong understanding of performance marketing, acquisition funnels, and analytics
6. Prior experience marketing Gold Loan, LAP, or similar secured lending products
7. Experience in businesses with strong offline and field-driven acquisition models
8. Familiarity with outdoor branding, vernacular campaigns, and regional marketing
9. Strong understanding of acquisition metrics, lead funnels, and campaign analytics

Location:

Regional Office Mumbai

Job:

Marketing and Communications

Schedule:

Regular

Employee Status:

Full time