Growth & B2C Acquisition Lead

About the Role

The Growth & B2C Acquisition Lead will own DICHIT’s complete customer-acquisition engine; from market strategy and lead generation to KYC completion, programme joining and first payment. The role will lead digital, branch, field, referral and partnership-led acquisition while managing the Digital Marketing Manager, Social Media Manager and Customer Acquisition Executives. Success will be measured through qualified and activated subscribers, acquisition efficiency and sustainable business growth.

Key Responsibilities

• Develop DICHIT’s B2C growth and go-to-market strategy.
• Set acquisition targets by partner, programme, geography, and channel.
• Build acquisition plans across digital advertising, social media, partner branches, field activities, referrals, and community channels.
• Own the funnel from awareness to registration, KYC, approval, programme joining, and first payment.
• Identify funnel drop-offs and work with product, technology, and operations teams to improve conversion.
• Plan joint customer-acquisition campaigns with B2B partners.
• Lead the Digital Marketing, Social Media, and Customer Acquisition teams.
• Establish lead-allocation, follow-up, and escalation processes.
• Build CRM journeys for incomplete registrations, pending KYC, and abandoned applications.
• Develop customer segmentation, remarketing, and referral strategies.
• Monitor acquisition budgets and allocate resources to high-performing channels.
• Maintain dashboards covering leads, applications, KYC, approvals, activations, and acquisition costs.
• Run structured growth experiments and scale successful initiatives.
• Ensure campaigns communicate financial products accurately and responsibly.
• Provide weekly growth reports and recommendations to the Founder.

Candidate Profile

• Approximately four to eight years of experience in growth, customer acquisition, consumer marketing, sales, or business development.
• Proven experience owning measurable acquisition or revenue targets.
• Strong understanding of digital, field, inside-sales, and partnership-led acquisition.
• Experience managing teams and cross-functional projects.
• Strong knowledge of funnels, CRM, conversion optimisation, and customer segmentation.
• Comfortable working with data, dashboards, budgets, and performance reports.
• Experience in fintech, financial services, marketplaces, or consumer technology will be valuable.
• Understanding of Kerala’s consumer market is preferred.
• Strong English communication is required; Malayalam communication will be an advantage.

Key Performance Indicators

• Activated subscribers
• KYC and programme-joining conversion rates
• First-payment completion rate
• Customer acquisition and activation costs
• Lead-response and follow-up performance
• Partner-wise acquisition performance
• Channel productivity and campaign return
• Growth-team target achievement
• Reduction in onboarding drop-offs