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…