Full description
Senior Marketing Manager - Banking,
BFSI, NBFC, Fintech & SaaS
Role overview
The Senior Marketing Manager will lead integrated marketing strategy and execution
for products and solutions serving banking, BFSI, NBFC, fintech, and SaaS segments,
with a strong focus on the Indian and US banking markets. The role is designed for a
senior marketer who can drive demand generation, brand positioning, product
marketing, thought leadership, partner marketing, and market expansion while
operating in regulated financial-services environments.
This position combines strategic planning with hands-on execution across digital,
content, events, ABM, field marketing, lifecycle programs, and sales enablement. It
requires close collaboration with sales, product, customer success, compliance, legal,
and leadership teams to deliver qualified pipeline growth, improve conversion, and
strengthen market credibility across enterprise and mid-market accounts.
Job title
Senior Marketing Manager
Industry focus
● Banking and financial institutions
● BFSI and NBFCs
● Fintech and digital lending platforms
● B2B SaaS, especially banking-tech, payments, lending, risk, compliance, data,
and API-led platforms
Market coverage
● India banking and financial-services market
● US banking and financial-services market
● Cross-border GTM coordination for regulated financial buyers, including banks,
NBFCs, fintechs, and SaaS-led banking technology providers
Reporting structure
Reports to: VP Marketing / Head of Marketing / CMO
Collaborates with: Sales, Product, Partnerships, Revenue Operations, Customer Success,
Compliance, Legal, and Leadership
Key responsibilities
● Develop and own the marketing strategy for banking, BFSI, NBFC, fintech, and
SaaS offerings across India and the US, aligning plans to revenue goals, product
priorities, and target-account strategy.
● Build segment-specific positioning and messaging for bank decision-makers,
including business, product, risk, operations, compliance, technology, and
procurement stakeholders.
● Lead integrated demand-generation programs across digital, content, email, paid
media, webinars, events, analyst relations, SEO/SEM, partnerships, and
account-based marketing to drive qualified pipeline.
● Create and execute go-to-market plans for new product launches, feature
releases, partnerships, and market-entry initiatives relevant to Indian and US
banking ecosystems.
● Partner with product, sales, and customer-success teams to build case studies,
battlecards, pitch decks, customer stories, website content, landing pages, and
thought-leadership assets that support buyer education and conversion.
● Translate complex banking, fintech, lending, compliance, API, platform, and
SaaS capabilities into clear value propositions for enterprise and regulated
buyers.
● Monitor market trends, customer insights, competitor activity, and regulatory
developments to sharpen positioning and identify growth opportunities in India
and the US.
● Manage and optimize campaign budgets, channel mix, agency partners, martech
tools, and performance dashboards to improve CAC, conversion, velocity, and
ROI.
● Drive field and partner marketing with banking alliances, fintech ecosystems,
industry bodies, technology partners, and events to increase brand visibility and
sourced pipeline.
● Ensure all external communication, lead-generation workflows, and campaign
claims comply with applicable financial-marketing, consumer-protection,
disclosure, and internal approval requirements.
● Build scalable marketing processes for stakeholder reviews, campaign approvals,
claims substantiation, disclosures, documentation, and localization for India and
US audiences.
● Mentor team members and external partners, establish operating cadence, and
present business performance, insights, and recommendations to senior
leadership.
Core KPIs
● Marketing qualified leads and sales qualified opportunities
● Pipeline sourced, influenced, and conversion to revenue
● Cost per lead, customer acquisition cost, and campaign ROI
● Website traffic quality, conversion rate, and funnel progression
● Product-launch adoption and contribution to pipeline
● Account engagement for target banking and fintech accounts
● Share of voice, analyst visibility, and thought-leadership performance
● Retention, upsell support, and customer advocacy contribution where applicable
Required qualifications
● Bachelor’s degree in Marketing, Business, Communications, or a related field;
MBA preferred.
● 8-12 years of progressive marketing experience, with strong exposure to banking,
BFSI, NBFC, fintech, financial services, or B2B SaaS marketing.
● Demonstrated success in building and scaling B2B or B2B2C marketing
programs in regulated or complex-solution environments.
● Strong understanding of banking or financial-services buyers in India, the US, or
both, including long sales cycles, multi-stakeholder decision-making, and
trust-led purchasing.
● Experience in demand generation, product marketing, content strategy, digital
campaigns, events, and sales enablement.
● Strong analytical capability with experience using CRM, marketing automation,
web analytics, and reporting tools such as Salesforce, HubSpot, Google Analytics,
or equivalent platforms.
● Excellent written and verbal communication skills, with the ability to simplify
technical and regulatory concepts for commercial audiences.
Preferred qualifications
● Experience marketing lending, payments, cards, digital banking, risk, fraud,
compliance, treasury, core banking, open banking, API, or embedded-finance
solutions.
● Prior exposure to NBFC, digital lending, or regulated fintech ecosystems in India.
● Familiarity with US financial-marketing expectations such as
truth-in-advertising, fair disclosures, and UDAAP-sensitive communications.
● Experience working across India and North America with distributed sales and
product teams.
● Team-management or matrix-leadership experience in high-growth
environments.
Skills and competencies
● Strategic marketing planning
● B2B demand generation and ABM
● Product marketing and GTM execution
● Banking and fintech domain understanding
● Content and thought-leadership development
● Performance marketing and funnel analytics
● Stakeholder management and cross-functional leadership
● Marketing compliance and review governance
● Budget management and vendor/agency management
● Strong commercial judgment and execution discipline