Product Manager - Digital Products & Platform

Job Purpose

To grow the Digital business channel for ABML through internet & mobile trading platforms by generating/sourcing quality leads for opening Demat & Trading account. Increase online customer base through executing various types of Digital Marketing Campaigns within stipulated time & Budget.

Job Context & Major Challenges

Job Context: To grow the Digital business channel for ABML through internet & mobile trading platforms by generating/sourcing quality leads for opening Demat & Trading account. Increase online customer base through executing various types of Digital Marketing Campaigns within stipulated time & Budget.

Job Challenges:

• Be vigilant on the quality, quantity & cost of leads generated and making sure to maintain conversions ratios by monitoring it on daily / hourly basis, also take timely feedback on the leads generated from call center.
• Requires frequent visits to the call center to monitor extensively the performance of callers and make sure every lead generated is being nurtured correctly.
• Needs to be well updated on the latest digital platforms to devise the cost effective campaign strategies.
  
  

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Strategize & Plan Digital Campaigns

• To analyse lead appetite of existing sales & calling team accordingly plan & strategies digital campaign, prepare Budgets & Media plan every month with estimated CPL & CPA Goals
• To have ongoing research on upcoming Digital Platforms & explore opportunities for planning campaigns on these platforms.
• To evaluate & hire skilled agencies for executing Paid Campaigns, Creative Designing & creating Digital Assets, & maintain relationship
• To search for Affiliate Partners, Companies
• having Large Database to execute revenue sharing / Partnership deals
• To obtain Budget approvals from Manager, Generate Purchase Order & Onboarding
  
  

KRA2 Digital Campaign Execution & Management

• To execute digital campaigns as per approved plan & budgets via agencies
• To ensure delivery of sufficient number of leads to utilize the Sales & Calling Team Capacity.
• To get timely feedback on leads generated to assess the quality.
• To have continuous monitoring, improving & maintaining quality of leads generated & tracking the conversions.
• To have continuously look for & Implement upcoming digital strategies.
  
  

KRA3 Monitor, Control & Optimize Campaigns

• To monitor & optimize the performance of all digital campaigns / agencies on the basis of lead quality, conversions & cost.
• To analyze lead quality & Account opening Funnel, accordingly execute Re-Marketing Campaigns / Digital Follow ups to improve conversions & Reduce Call Center dependency of following up with prospects
• To do frequent visits to call center to monitor their performance & timely evaluate their performance & quality also provide them training & guidance on sales pitch.
  
  

KRA4 Improve the Performance of Digital Assets & Online eKYC Journey

• To optimize the performance of account opening journey process, continuous improvement in UX / UI of various digital assets
• To compare & benchmark the best e-KYC processes with industry leaders.
• To review MIS analysis for customer acquisition effectiveness, customer behavior analytics and utilize vast internal data to profile customer behavior and trends on the online channels