Lead - Digital Marketing (Cards & Personal Loans)

Job Purpose
The Digital Marketing Lead will be responsible for managing marketing initiatives across Credit Cards, Debit Cards, Remittance and Personal Loans. The role involves driving the acquisition of new-to-bank customers while strengthening engagement and cross-sell/up-sell among existing customer segments.
The appointee will develop and execute data-driven, integrated marketing campaigns to support business growth, leveraging key channels such as Digital, PR, and Customer Research. Working closely with cross-functional teams, the role will ensure delivery of impactful campaigns that enhance customer acquisition, improve engagement, and deliver measurable business outcomes aligned to strategic objectives.
Key Result Areas
1. Product Marketing (Credit Cards, Debit Cards, Remittance & Personal Loans)
- Partner with the line manager and Product teams to define the annual and quarterly marketing strategy, aligned to business priorities, growth targets, and budget allocations.
- Drive new-to-bank (NTB) customer acquisition and existing-to-bank (ETB) customer engagement and cross-sell, across Credit Cards and Loans portfolios.
- Develop and execute integrated 360° marketing campaigns across digital and offline channels, ensuring strong customer targeting and proposition clarity.
- Work closely with media and creative agencies to develop compelling campaign concepts, communication frameworks, and channel-specific creative assets aligned to brand and business objectives.

- Review product journeys for both existing and new customers, align them with the marketing style guide, and ensure CX and Compliance requirements are embedded as part of the role.

- Lead end-to-end campaign management – from strategy and creative briefing to agency coordination, approvals, media planning, execution, and optimisation.
- Track, analyse, and report campaign performance (e.g. acquisitions, conversions, cost efficiency), deriving actionable insights to continuously improve outcomes.
- Monitor competitor activity and market trends and translate insights into differentiated and effective campaign responses.
- Manage assigned marketing budgets, including forecasting, vendor management, accruals, and payments in line with Finance policies.
- Ensure all marketing activities comply with regulatory requirements, including obtaining necessary approvals and permits from relevant authorities.

2. Digital Marketing & Performance Optimisation
- Support the development and execution of a data-driven digital marketing strategy, grounded in customer insights, segmentation, and behavioural trends.
- Plan and execute performance-driven media campaigns across channels including paid search (SEO/SEM), display, social media, programmatic, and CRM/database marketing, in collaboration with media partners and agencies.
- Work with digital and creative agencies to continuously refine messaging, creatives, and formats to maximise engagement and conversion.
- Drive NTB acquisition funnels and ETB engagement journeys, optimising for conversions, cost per acquisition (CPA), and customer lifetime value.
- Monitor and report campaign performance against defined KPIs, ensuring consistent month-on-month optimisation and delivery of business targets.
- Identify key trends, insights, and growth opportunities, and continuously refine targeting, creatives, channels, and spend allocation.
- Analyse customer journeys, conversion funnels, and drop-off points, and collaborate with Product, Technology, and Digital teams to enhance user experience and improve conversion rates.
- Leverage testing frameworks (A/B testing, audience segmentation) to improve campaign effectiveness and scalability.

Operating Environment, Framework and Boundaries, Working Relationships
A. Collaborating with other Functions
- Collaborate closely with key stakeholders including Product, Distribution, Operations, Technology, Finance, Compliance, Analytics, and Digital teams to ensure seamless campaign execution.
- Act as a key point of contact for media and creative agencies, ensuring clear briefs, timely feedback, and high-quality delivery of campaigns and communications.
- Ensure all operational, fulfilment, and tracking mechanisms are in place prior to campaign launches.
- Partner with PR and communications teams to amplify campaign visibility and strengthen brand presence.
- Work effectively with external agencies and partners to deliver high-quality, impactful campaigns.
- Uphold and demonstrate brand values and customer-centricity in all marketing initiatives.
B. Compliance and Risk Management:
- Ensure adherence to all internal policies and external regulatory requirements (local and group), including marketing compliance, data privacy and operational risk frameworks.
- Maintain high standards of governance across all campaigns, communications, and customer engagement activities.

Problem Solving
- Ability to manage multiple campaigns and stakeholders simultaneously in a fast-paced and agile environment, with strong prioritisation and attention to detail.
- Demonstrate agility in resolving issues with tight turnaround times while maintaining quality and compliance standards.

Decision Making Authority & Responsibility

- Demonstrate strong ownership in planning and executing marketing initiatives that deliver measurable business results.
- Make data-driven decisions on campaign strategies, media allocation, and optimisation to maximise ROI.
- Influence stakeholders and drive alignment to ensure timely and flawless campaign execution.

Knowledge, Skills and Experience
- Mandatory experience in Digital Marketing and managing performance (ROI) digital campaigns

- Excellent written and verbal English communication skills, with the ability to articulate ideas clearly, craft compelling messaging, and adapt tone effectively across audiences and channels

- Strong expertise in banking products marketing with proven track records

- Entrepreneurial with strong drive to succeed, with commitment & result orientation

- Creative thinker, strong ideation, good people communicator & relentless executor with attention to detail

- Proven ability to leverage external agencies & alliance partners to deliver outstanding campaigns

- Proven track record in conceptualizing, developing and executing digital marketing campaigns

- Ability to conceptualize, review and revise marketing content. Copywriting skills would be a plus.

Qualifications
- Relevant years of experience: minimum 4-7 years

- Experience working at a global financial or technology company or collaborating directly or remotely with an international organization in a similar domain would be an added advantage (Experience working for the UAE market would be a plus)

- Education level: Bachelor’s degree