Lead - Digital Channels

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.

• 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.