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SVP - Digital Sales & Marketing

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Job Description and Qualification:

This role is a key strategic and leadership role in country as the Head of Digital Sales and Marketing efforts for Consumer Banking Business. This role will hold the digital sales volumes goals for various product lines including cards, loans, and bank, etc. and spearheading marketing strategy to grow revenue and engagement across new and existing clients.

They will be key in leading the company in developing and implementing competitive and relevant digital sales, marketing strategies for the future. The person will partner with product owners between Cards, and Retail Banking etc. to deliver the digital acquisition strategy, tactics, execution, and optimization of paid and owned campaigns across digital touch-points.

They will be leading a team of digital-first, highly-accountable sales, marketing strategy, and lifecycle marketers, and act as the catalyst to drive a performance marketing mindset, prioritizing marketing programs that deliver business growth and deepen client engagement and build long-term loyalty among company client base.

The role needs deep expertise in direct-response and performance marketing, as well as strong paid media, and martech/adtech foundations will be critical to the success of this role. They will be responsible for harnessing the company’s brand and sub-brand platforms to drive greater velocity and returns for the digital acquisition (NTB) marketing and cross-sell/up-sell (ECM) marketing efforts, across all product portfolios.

This individual will work closely with our internal Decision Management team to identify cross-sell, upsell and retention opportunities, building communications programs around customer segments and personas. They will also work shoulder-to-shoulder with the Digital Channels & Experience team to drive deeper engagement with company’s Mobile App, and adoption of proprietary tools and features.

Key Responsibilities:

  • Lead the digital acquisition sales strategy, and implement best-in-class practices across paid and owned channels
  • Deliver against sales targets, and grow sales volumes for varied lines of business that depend on digital through different phases of the buying journey
  • Implement and measure campaigns to maximize channel performance across acquisition and cross -sell
  • Actively manage the funnel performance leveraging a data-first approach. Understand fall-out points throughout the conversion funnel and develop initiatives to increase yield and scale volume
  • Lead and execute the test and learn agenda across product, creative, media and digital customer experience for all screen sizes
  • Establish a framework for measurement for digital channel performance, including KPIs, benchmarks, and acceptable ROI
  • Identify and lead integration of new capabilities and technologies to improve digital targeting (DMP, DSP) and funnel performance (analytics)
  • Deliver key insights to business partners to continue to grow current and new portfolios
  • Deliver against forecast for ECM (existing customer) activities (revenue and engagement) of selected focus products/services, across all businesses.
  • Prioritize products and markets focus relative to revenue incremental opportunity
  • Define target audience segments that maximize impact of ECM activities
  • Lead development of communication strategy, positioning and best-in-class creative
  • Identify opportunities to test, optimize and scale up successful marketing initiatives
  • Ensure effective implementation of ECM strategy across markets
  • Work with Regional Marketing counterparts to ensure alignment on priorities and market execution of Regionally-steered initiatives and best practice
  • Share success and learnings across markets
  • Manage third party creative and media agencies to execute and deliver best in class marketing programs
  • Keep abreast of new and emerging marketing resources and techniques, relevant for the bank
  • Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding the bank, its clients and assets
  • Drive compliance with applicable laws, rules and regulations, adhere to Policy, apply sound ethical judgment regarding personal behavior, conduct and business practices
  • Lead a team of digital-first, data-driven Marketers to seamlessly deliver of the above initiatives. Ensure ongoing training and development tailored to specific needs to maintain a best-in-class team, hold individuals accountable to achieve business outcomes and continually celebrate successes across the team
  • Lead a mobile-first approach, and design customer-centric digital sales experiences
  • Lead development of market-wide brand strategy, for both master-brand and strategic sub-brand and product, platforms that can be nuanced and adopted across the market.
  • Ensure strategic initiatives deliver against key both Regional and market-specific business objectives for selected focus products/services, across all businesses