AVP - Product Marketing (Mashreq Global Network Pakistan)

Job Purpose

1. Drive strategic marketing efforts to achieve business objectives which includes account acquisition target as per eligibility criteria and transactions/volume target post onboarding

2. Deliver Acquisition, Spend & Engagement through extensive digital, offline & owned assets and use analytics for tracking, optimization & deliver ROI

3. Multi layered & intensive stakeholders management across Business Partners, Agencies (Media, ATL & BTL creative) and Economic Departments

4. Define & implement innovative Digital First solutions across the suite of products, such as digital acquisition, volume increase and customer experience for New To Bank and Existing To Bank customers

Key result Areas

Drive strategic marketing efforts and innovative digital first solutions to acquire high quality customers as per the required eligibility criteria and account balance requirement for the higher segment of Mashreq NEO.

Manage the entire segments marketing plan, calendar and annual budget. Scale up digital acquisition campaign while keeping Cost Per Acquisition efficient.

End to end management of digital marketing acquisition strategy, creative positioning, execution, and optimization of all digital acquisition campaigns and digital touchpoints to boost Acquisition, Activation, Spend, Engagement and overall visibility to build brand equity for the segment.

Define strategies and develop comprehensive & impactful Digital Marketing Plans covering Acquisition channels / paid media include but not limited to Search Engine Marketing, SEO/ASO, Display banners, social media (Facebook, Instagram, LinkedIn, Snapchat, Twitter/X, YouTube), Partnerships, Email Marketing, Affiliates, Influencers, etc. Supported by offline & awareness media, owned (utilize bank’s internal assets) and earned (PR).

Other channel of responsibilities in addition to the above:

- Direct Marketing through EDMs, SMS & trigger communications

- Search Engine Marketing & SEO/ASO implementation

- MoEngage campaigns (Push Notifications & In-App Banners) through Mobile Banking

- Mashreq Mobile App and Online Banking registration & activation

- Leverage ATMs (in branch & remote)

- Product application journey & website banners / landing page

- Explore digital partners / solutions to expand reach & improve effectiveness, e.g. DMP, aggregators, 1st party data providers, etc

Leverage analytics to track campaigns effectiveness through each channel, understand segmentations to identify opportunities, and maximize channels performance.

Lead and provide direction to marketing team members, internal stakeholders and agency partners to take on challenges to meet business targets.

Track competitor activities and proactively develop suitable marketing responses.

Implement digital led referral program and cross-sell campaigns.

Responsible for adhering to the campaign launch calendar and implementing key control points as per bank’s policies & processes.

Multi layered Stakeholders Management

• Business Partners: work closely with Business Head and Product Managers to define marketing strategy and integrated marketing plans to achieve business targets

• Agencies: manage Media, ATL & BTL creative agencies and put in measures to improve the output. Ensure the bank gets optimum output for the marketing investment and put cost saving measures wherever possible

• Economic Departments: ensure the required permits for marketing promotions are in place

• Engage/influence all related internal stakeholders (e.g. product, digital teams, technology, BIU)

Knowledge, Skills and Experience

• 8+ years of relevant marketing experience in digital acquisition for banks/fintech or relevant field such as e-commerce

• Proven track record in driving successful digital marketing / acquisition campaigns, conceptualizing, developing and executing digital marketing campaigns

• Experience in driving marketing campaigns to acquire premium / high quality audience

• Deep understanding of business dynamics, profitability and growth drivers

• Ability to engage and influence senior stakeholders

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

• Excellent communication skills (verbal and writing)

• Leadership skills to lead and motivate diversely-skilled teams to achieve business outcomes

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

• Creative thinker, strong ideation, proactive & relentless executor with attention to detail

• Strong expertise in banking products marketing with proven track record of building a brand