Raushan Pandey

About Raushan Pandey

I lead affiliate and paid digital acquisition for Mashreq’s Retail Banking portfolio, owning growth end-to-end across NEO, NEO PLUS, and CASA accounts—from acquisition and activation to engagement and transactions.I specialize in building scalable, compliant, and ROI-driven acquisition engines, managing performance across Affiliates, Google Ads, Meta, Programmatic, Apple Search Ads, and UAC, while staying tightly aligned with CPA targets and regulatory benchmarks.My work spans:Building and scaling high-quality affiliate ecosystems focused on long-term value, not just volumeOwning attribution, tracking, and performance reporting using AppsFlyer, Adjust, Firebase, and Google Analytics, with daily MIS and leadership dashboardsProactively managing traffic quality, fraud, and inefficiencies through caps, pauses, and source-level optimizationDriving strong commercial outcomes through affiliate negotiations, payout optimization, and spend governancePartnering closely with Analytics, CRM, Product, Compliance, PR, Branding, Finance, and Alternate Channels to ensure aligned and compliant executionBeyond acquisition, I also drive digital onboarding, lifecycle engagement, drop-off recovery, cross-sell, and Mobile & Online Banking adoption through trigger-based communication.I’ve led end-to-end campaign execution—from approvals, permits, creatives, and landing pages to FAQs, KFS, EDMs, and omni-channel communication—while also launching and optimizing SEO & ASO initiatives to strengthen organic growth.I’m passionate about building growth programs that balance scale, quality, compliance, and business impact—and turning performance marketing into a long-term growth lever, not just a short-term acquisition tool.

Experience

1. Digital Marketing Lead

   Mashreq

   Aug 2024 — Present

   Leading affiliate and paid digital acquisition for Mashreq’s retail banking portfolio with end-to-end ownership across NEO, NEO PLUS, and CASA accounts, covering acquisition, activation, engagement, and transactions.Key Responsibilities & Impact:Own and execute affiliate and paid acquisition across Affiliates, Google Ads, Meta (Facebook), Programmatic, Apple Search Ads, and UAC, delivering scalable growth within CPA and compliance benchmarks.Build, onboard, and scale high-quality, compliant affiliate partners focused on quality account openings and long-term value.Lead attribution, tracking, and reporting using AppsFlyer (MMP), Adjust, Firebase, and Google Analytics, delivering daily MIS and executive dashboards.Partner closely with BIU (Analytics & CRM), Product, Segment, Compliance, PR, Branding, Finance, and Alternate Channels to ensure aligned and compliant execution.Monitor traffic quality and proactively manage fraud and low-quality leads through pausing, capping, and blocking sources.Negotiate affiliate payouts, caps, and commercial terms while optimizing ROI across paid channels.Own relationships with affiliate networks, aggregators, and media partners to scale acquisition programs.Oversee affiliate billables, invoice validation, and payments with strong spend governance.Manage end-to-end campaign execution including approvals, DED permits, creatives, ad copies, EDMs, landing pages, FAQs, KFS, Sprinklr scheduling, and internal/branch assets.Drive digital onboarding, lifecycle, cross-sell, drop-off recovery, and Mobile & Online Banking engagement through trigger-based communication.Launch and optimize SEO & ASO initiatives and ensure error-free, compliant communication across ads, SMS, push, and email.

Education

• Visvesvaraya Technological University

  Bechalors in Mechanical Engineering

  2013 — 2017

• Central Public School - Saran

  Intermediate, PCM

  2011 — 2013