Lead – Digital Channels

Description

Responsibilities

Purpose of the Job

Driving digital customer growth for Airtel Money within their OpCo, working closely with the central Digital function to grow adoption, engagement, and monetisation of our digital channels — App, Web, and WhatsApp. This role owns the market-level digital growth agenda: acquisition, activation, engagement, and retention — backed by strong command of analytics and performance marketing tools, sharp competitive awareness, and regular on-ground immersion with customers.

• Own and drive key digital growth metrics for the OpCo: digital adoption, Monthly Active Users (MAUs), transacting MAUs, use-cases per user, and ARPU.
• Build and execute market-specific plans (acquisition, activation, engagement, retention/win-back) in partnership with the central Airtel Money Digital function.
• Track performance against targets, diagnose drop-offs across the funnel, and course-correct through data-led interventions.
• Conduct ongoing competitive analysis of existing apps/fintech players and track new entrants in the market features, pricing, UX, and positioning.
• Translate competitive insight into actionable recommendations for product, marketing, and growth teams.
• Travel within the market to engage directly with customers and understand real usage context — what’s working, what’s missing, and what’s causing friction.
• Bring structured field insight back to the central team to inform the product and experience roadmap; represent the voice of the OpCo customer.
• Plan, execute, and optimise paid acquisition and engagement campaigns across Google Ads, Meta Ads, TikTok Ads, and other relevant platforms.
• Use WebEngage (or equivalent) for lifecycle/CRM campaigns, AppsFlyer for attribution, and Google Analytics/Firebase for funnel and behavioural analysis.
• Own the OpCo’s digital marketing budget and ROI, continuously optimising spend across channels and campaigns.
• Conduct UAT for new products and features being launched on digital assets (App, Web, WhatsApp), validating functionality, usability, and market-readiness before go-live.
• Coordinate with central product/engineering teams on bug triage, launch sign-off, and post-launch monitoring specific to the OpCo.
• Act as the key link between the OpCo and the central Airtel Money Digital function, ensuring market realities inform strategy and central initiatives land effectively on the ground.
• Work with local marketing, commercial, and customer service teams to ensure a joined-up digital customer experience.
• Report performance, insights, and market updates to senior stakeholders regularly.

Qualifications

Education Level 

• Bachelor’s degree in business, Marketing, Engineering, or a related field; MBA preferred.
• 8+ years of experience in digital growth, digital marketing, or product/growth roles, ideally in fintec
• Strong, hands-on knowledge of WebEngage (or equivalent CRM/engagement platform), AppsFlyer, and Google Analytics/Firebase.
• Extensive working knowledge of performance marketing platforms — Google Ads, Meta Ads, TikTok Ads — including campaign planning, execution, and optimisation.
• Sound understanding of the digital ecosystem — App, Web, WhatsApp/conversational channels — and how growth, product, and marketing levers interact.
• Comfortable with regular market/field travel and direct customer engagement.
• Experience conducting or coordinating UAT for digital product launches.
• Strong analytical skills, with the ability to translate data into clear growth actions.
• Excellent communication and stakeholder management skills, able to operate effectively between a local OpCo and a central regional function.