Key Responsibilities

1. Growth Strategy & Customer Acquisition

• Develop and execute growth strategies to increase digital banking users and product adoption.
• Drive acquisition initiatives for:
  • Digital accounts
  • Mobile banking applications
  • Credit cards
  • Personal loans
  • Savings and investment products
  • SME digital banking solutions
• Identify new growth opportunities through market research, customer insights, and competitor analysis.
• Build scalable customer acquisition funnels across digital channels.

2. Digital Marketing Management

• Plan, implement, and optimize campaigns across:
  • Google Ads
  • Social Media Advertising (Facebook, Instagram, LinkedIn, TikTok)
  • Programmatic Media
  • Affiliate Marketing
  • App Marketing
  • SEO/SEM
  • Email Marketing
  • SMS and Push Notifications
• Manage campaign budgets and maximize ROI.
• Develop integrated digital marketing strategies aligned with business objectives.

3. Customer Journey & Conversion Optimization

• Analyze customer journeys across digital touchpoints.
• Optimize onboarding and activation processes for digital banking users.
• Lead Conversion Rate Optimization (CRO) initiatives.
• Conduct A/B testing and multivariate testing to improve acquisition and engagement metrics.
• Improve customer experience across web and mobile applications.

4. CRM & Customer Retention

• Design lifecycle marketing programs to increase customer engagement and retention.
• Implement personalized campaigns based on customer segmentation and behavioral analytics.
• Develop cross-sell and upsell initiatives for banking products.
• Manage marketing automation platforms and customer communication journeys.

5. Data Analytics & Performance Management

• Monitor and report on key growth KPIs.
• Analyze customer acquisition costs, conversion rates, retention, and customer lifetime value.
• Build dashboards and reports for senior management.
• Use analytics tools to derive insights and guide marketing decisions.
• Collaborate with data teams to enhance customer segmentation and predictive marketing models.

6. Stakeholder & Team Leadership

• Work closely with:
  • Product Management
  • Digital Banking
  • Sales
  • Customer Experience
  • Data Analytics
  • Technology
  • Compliance and Risk
• Lead and mentor digital marketing specialists and agency partners.
• Manage external vendors and media agencies.

7. Regulatory Compliance

• Ensure all marketing activities comply with banking regulations and internal policies.
• Adhere to customer data privacy requirements.
• Maintain brand governance and risk management standards.

Qualifications

Education

• Bachelor‘s degree in Marketing, Business Administration, Digital Marketing, Economics, Finance, or related field.
• MBA or professional marketing certifications are advantageous.

Experience

• 7+ years of experience in Digital Marketing, Growth Marketing, Performance Marketing, or related roles.
• Experience in:
  • Banking
  • Fintech
  • Digital Financial Services
  • E-commerce (preferred)
• Proven track record of scaling digital customer acquisition and engagement programs.

Technical Skills

• Google Analytics 4 (GA4)
• Google Ads
• Meta Ads Manager
• CRM Platforms (Salesforce, HubSpot, Adobe Campaign, Braze, etc.)
• Marketing Automation Tools
• Mobile App Analytics
• SEO & SEM
• A/B Testing Platforms
• Data Visualization Tools (Power BI, Tableau)

Soft Skills

• Strategic thinking
• Data-driven decision-making
• Leadership and people management
• Project management
• Stakeholder management
• Communication and presentation skills
• Problem-solving mindset