Portfolio Campaigns Lead - BFS

Portfolio Campaigns Lead

Role summary and key responsibilities:

- Our liabilities business is presently one of the fastest growing in the industry both in terms of customers and size of the book, coming on the back of superior product proposition and industry leading digital capabilities

- In next few years, we want to grow the liabilities book by at least 4-5x. In line with overall strategy of the bank, we will build and scale up truly transformational digital, analytics and organizational capabilities which will enable us to acquire high quality customer base and then build deep banking relationship with them to drive this growth

- As part of this ambition, we want to create country's best digital-led engagement channels to service and engage our most premium customers

- The operating model for this engagement channel and portfolio management would be significantly differentiated from traditional setups both in terms of people and tech capabilities.

- Our intent is to go to market and differentiate our product in the market on the back of the experience and engagement delivered through this channel for our customers

We are looking to hire a strong member in the liabilities portfolio strategy team who would be a key enabler in the non-linear growth of the book. You will report directly to the Head of Portfolio Strategy and Growth of Retail Liabilities (RL). You will be responsible for the Design & execution of digital campaigns for mapped customer base with 2 key responsibilities:

1. Campaign design and execution:

a. Responsible for executing all digital campaigns across platforms

b. Collaborate with internal cross-sell, personalization and marketing teams for content & execution

c. Design digital campaigns including campaign platform strategy and identification of customer base for targeting

d. Plan, execute, and measure hacks, experiments and conversion tests

e. Collaborate with assisted channels (e.g. field RMs, Virtual RMs) for drop off management in digital campaigns

2. Measurement and tracking performance:

a. Measure and report performance of all digital campaigns across platforms

b. Co - own digital engagement targets for activation and engagement (e.g. funding, balance build, cross sell and servicing )

c. Co-responsible for conversion rate optimization on digital campaigns incl. funnel analytics and hacks to improve conversion

Key skills and background:

- Challenger mindset & passion to challenge status quo to find innovative solutions to drive out of the box ideas

- Superior analytical skills, with the ability to analyze data and make data-driven decisions

- Believer in entrepreneurial culture of brutal ownership, transparency, and trust

- Strong leadership and management skills, with a track record of building and managing high-performing teams

- Hustler, with solid experience in designing and executing digital campaigns

- Deep knowledge of industry trends and experience in competitor research, analysis, and industry benchmarking

- Excellent communication and interpersonal skills, with the ability to communicate effectively with customers, colleagues, and senior management

- Strong project management skills, with the ability to manage multiple projects