Digital Marketing Specialist

Job Title: Digital Marketing Specialist Company: Grip Invest Job Category: Digital Marketing Roles & Responsibilities: Role purpose The AVP – Digital Marketing owns Grip's paid and organic acquisition engine end to end: from first impression to first investment. The role's job is to grow first\-time investors (FTIs) and invested AUM at a falling blended CAC, while keeping every campaign compliant with SEBI advertising norms. This leader will also build Grip's presence in the new discovery layer. Investors increasingly ask ChatGPT, Gemini, Perplexity and Google AI Overviews which bonds or fixed income platforms to trust. Grip must show up in those answers, and be described accurately and favourably. Key responsibilities * Run and scale Google Ads (Search, Performance Max, YouTube, Demand Gen, App campaigns) and Meta (Facebook, Instagram). * Test and scale emerging channels: LinkedIn, X, Reddit, Quora, programmatic, CTV, OTT and finance\-content platforms. * Manage app marketing: Google UAC, Apple Search Ads, ASO, deep linking and app re\-engagement. * Run affiliate programmes within SEBI rules on registered entities and disclosures. * Drive retargeting and lifecycle campaigns to move sign\-ups through KYC to first and repeat investment. * Manage agency and ad\-tech partners, with clear SLAs and performance\-linked commercials. * Own organic growth for gripinvest.in and the app: technical SEO, on\-page, content and off\-page. * Lead technical SEO: site speed, Core Web Vitals, crawlability, indexation, structured data and the Next.js rendering setup. * Build programmatic SEO for bond, issuer, rating, yield and calculator pages at scale. * Run a keyword strategy for high\-intent fixed income queries, such as "best bonds to invest", "high yield bonds India" and "FD vs bonds". * Build topical authority through guides, calculators, research and glossaries, and earn high\-quality links and PR mentions. * Track rankings, organic traffic, organic sign\-ups and organic FTIs every fortnight. * Build Grip's Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) programme. * Track how often, and how well, Grip appears in answers from ChatGPT, Gemini, Perplexity, Claude, Copilot and Google AI Overviews. * Run a standing prompt panel of investor questions and measure share of voice, citation rate and position against competitors. * Monitor LLM sentiment: whether models describe Grip accurately, positively and with current facts on safety, regulation and returns. * Fix gaps at the source: structured, citable content, schema, entity consistency, Wikipedia and knowledge\-graph presence, reviews, and third\-party mentions on sources LLMs cite. * Watch for hallucinated or outdated claims about Grip and correct them through owned and earned content. * Use generative AI to produce and test ad creatives, copy, video and landing pages at high volume, with compliance review built into the workflow. * Apply AI and machine learning to bidding, budget pacing, audience modelling, lookalikes and predicted\-LTV targeting. * Build AI agents and automations for reporting, anomaly alerts, search\-term mining, creative fatigue detection and competitor monitoring. * Use AI to personalise landing pages and onboarding journeys by source, intent and investor segment. * Set guardrails for AI use: brand voice, factual accuracy, data privacy and SEBI\-compliant claims. 9\. Leadership * Build and lead a high\-performing team across paid, SEO/GEO, content and analytics. * Hire, coach and set clear goals for each team member. The role is judged on business outcomes: more first\-time investors and AUM at a lower blended CAC. * 10–14 years in digital marketing, with at least 6 years hands\-on in performance marketing and 4\+ years leading teams. * A track record of managing large monthly budgets across Google, Meta and app channels, with clear CAC and ROI outcomes. * Deep SEO expertise: technical, content and programmatic SEO, with proof of growing non\-brand organic traffic and conversions. * Working knowledge of GEO/AEO: how LLMs and AI search choose sources, and how to measure and improve brand visibility and sentiment in them. * Hands\-on use of AI in marketing: generative creative tools, AI\-driven bidding, automation and agents, not only awareness of them. * Strong analytics skills: attribution, MMPs, GA4, SQL or BI tools, incrementally testing and cohort analysis. * Clear thinking and communication; comfortable presenting to the CEO and the board. Paid media \- Google Ads, Meta Ads Manager, Apple Search Ads, LinkedIn, DV360, programmatic Measurement \- AppsFlyer or Branch, GA4, Google Tag Manager, Conversion APIs, BigQuery or Redshift, Metabase or Looker Work Location: Gurugram, Haryana, India Availability: Full time

Must have Strong plus: category experience Experience in categories close to Grip is a big advantage. This includes: Education A degree in business, engineering, marketing or a related field. An MBA is good to have, not required. Key Skills: Digital Marketing, SEO, Google Ads, Meta Ads, Analytics, Performance Marketing Salary: Not disclosed