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Line of Service: Advisory / Management Consulting
Location: Mumbai / Delhi, India
Grade: Senior Consultant (Post-MBA or 4–5 years experience)
The Role
You will join PwC’s Financial Services Advisory practice, supporting digital growth and sales acceleration engagements for banking and fintech clients across India. This role sits at the intersection of performance marketing, customer lifecycle management, campaign analytics, and consulting delivery ideal for someone who can move between a Meta Ads dashboard, a lifecycle trigger framework and a CEO-level steerco deck without missing a beat.
What You’ll Do
Performance Marketing & Campaign Analytics
• Own campaign performance tracking and reporting across paid digital channels – including Meta, Google, TikTok, and programmatic – with a focus on CAC, CPL, cost per eligible lead, CTR and conversion rates
• Conduct deep-dive funnel analyses across the full acquisition journey – from impression to activation – identifying drop-off points and recommending optimization levers
• Build and maintain performance marketing dashboards and trackers, translating raw platform data into actionable insights for client marketing and commercial teams
• Evaluate agency performance against contracted KPIs, identify accountability gaps, and develop remuneration frameworks (e.g., cost per eligible lead vs. cost per download)
• Run audience strategy analyses – including lookalike modelling, segmentation, cohort performance, and A/B test readouts
• Support attribution and tracking architecture discussions (e.g., CAPI, MMP platforms like Adjust or AppsFlyer) and flag gaps between platform-reported and independently verified metrics
Customer Lifecycle Management
• Map and analyse the end-to-end customer lifecycle – from acquisition and onboarding through engagement, cross-sell/upsell, and retention, identifying value leakage and intervention opportunities
• Design and evaluate lifecycle trigger frameworks, including next best action (NBA) models, behavioural nudges, reactivation campaigns, and early churn signals
• Support the development of segmentation strategies based on lifecycle stage, product usage, engagement score, or credit behaviour
• Analyse cohort-level retention, activation, and dormancy trends to inform lifecycle campaign prioritisation
• Contribute to LTO and loyalty programme design, linking promotional mechanics to lifecycle stage and customer value
• Work with CRM and product teams to assess campaign sequencing, channel mix (push, SMS, WhatsApp, email), and personalisation logic across the lifecycle
Consulting Delivery & Deck Building
• Develop high-quality client-facing deliverables — strategy decks, performance review packs, lifecycle playbooks, and executive steerco materials — to PwC/Strategy& standard
• Translate complex data findings and lifecycle analytics into clear, visual narratives for C-suite and non-technical stakeholders
• Structure ambiguous business problems into hypothesis-driven frameworks with clear so-whats and recommendations
What We’re Looking For
• 4-5 years of experience in performance marketing, CRM/lifecycle management, growth analytics, digital strategy, or management consulting with a strong digital focus
• Hands-on experience managing or analysing paid campaigns across Meta, Google, or similar platforms either client-side, agency-side, or in a consulting oversight role
• Demonstrated experience with CRM platforms or lifecycle campaign tools (Salesforce Marketing Cloud, Braze, CleverTap, MoEngage, or similar)
• Strong analytical skills, proficient in Excel/Google Sheets for funnel modelling, cohort analysis, and KPI tracking; SQL or Python a meaningful plus
• Proven ability to build polished, structured PowerPoint decks that communicate data-driven insights to senior audiences
• Familiarity with MMP/attribution tools (Adjust, AppsFlyer, or similar) and working knowledge of pixel tracking, CAPI, or app attribution concepts
• Understanding of digital lending or fintech acquisition and lifecycle funnels preferred
• Strong written communication and structured thinking, able to frame a marketing or lifecycle performance problem the same way a consultant would
You’ll Stand Out If You Have
• Experience in Indian financial services, digital banking, lending, cards, or payments
• Exposure to ASO (App Store Optimisation) or mobile-first acquisition and engagement strategies
• Familiarity with regulations and payments infrastructure
• Experience building agency accountability frameworks or media audit processes
• Hands-on experience with predictive lifecycle models, churn scoring, propensity models, or next best action engines
• Comfort presenting to and managing client stakeholders directly
