Senior Manager Customer Engagement (Mashreq Bank Pakistan Limited)

Job Purpose

The Customer Engagement Manager is responsible for designing, executing, and optimizing customer engagement campaigns across multiple channels. This role requires strong collaboration with cross-functional teams including Marketing, Analytics, Compliance, and Technology to deliver personalized, data-driven and compliant campaign strategies that enhance engagement, drive business outcomes.

Campaign Planning & Execution

• Support end-to-end campaign planning and own execution of customer engagement campaigns aligned with individual business strategy. Targeting Existing to Bank Customers; for funding, balance growth and transaction activity levels.
• Contribute to development and implementation of engagement strategies tailored to different stages of the customer lifecycle (onboarding, activation, retention, cross-sell).
• Use behavioral and transactional data to trigger lifecycle-based communications.
• Enhance customer engagement through timely and relevant communications.
• Align campaign objectives with overall deposit product strategy, incorporating insights and goals specific to Existing to Bank customers.
• Incorporate customer segmentation and personalization to ensure relevance and impact.
• Utilize omni-channel including digital (Email, SMS, App notifications & In-app banners).
• Ensure timely and accurate execution of campaigns across relevant channels, particularly those aimed at engaging Existing to Bank customer segments.

Performance Tracking & Optimization

• Monitor campaign performance using key metrics such as signups, engagement rates, conversions and ROI.
• Leverage analytics and dashboards to generate actionable insights, for improvement recommendations.
• Conduct A/B testing and pilot innovative approaches to improve campaign effectiveness, using both manual and automated tools.
• Prepare regular performance campaign updates for stakeholders, highlighting campaign performance and outcomes for Existing to Bank customer campaigns.

Cross-Functional Coordination

• Work closely with Marketing to define campaign messaging, creative assets, and outreach strategy tailored to Existing to Bank customers.
• Collaborate with Analytics to identify target audience segments and track campaign effectiveness.
• Ensure alignment with campaign calendar & goals for business outcomes through close coordination with Business (Sales, Product Owners) ensuring strategic focus on Existing to Bank customer communication/campaign initiatives.

Campaign budget management

• Budget campaigns under strategy budgets, to plan ETB campaigns.
• Manage the budget of campaigns for Neo. (Budgeted/Actual, Balances, Usage).
• Monitor and manage campaign-level profitability.

Market & Competitive Analysis

• Analyze market trends, customer behavior and competitor communication and campaigns,
• for ETB customers.
• Recommend communication/campaign strategies for ETB customers, to Business/Marketing teams.

Cross-Functional Collaboration

• Work closely with Data Analytics, Marketing, Compliance, Customer experience, Governance, Legal & Business teams (Neo/Individual & Islamic).
• Coordinate campaign planning, launch and ensure timely/accurate execution, across Business/Product owners & Marketing.
• Liaison with Mashreq group team for best practices and platforms/tools.

Regulatory & Risk Compliance

• Ensure all campaign content and execution comply with regulatory guidelines and internal policies.
• Monitor data privacy and consent management across engagement activities.
• Collaborate with Compliance, Governance teams for approvals and audits.
• Monitor and mitigate campaign-related risks.

Key Result Areas

1. Campaign Strategy & Execution

Plan and execute omni-channel engagement campaigns aligned with individual banking strategy, with clear objectives, focusing on lifecycle engagement, personalization for Existing-to-Bank customers, with clear converting CTAs. Performance indicators:

• Number of campaigns launched on time vs. planned.
• Customer engagement rate (click-through, open rates).
• ETB customer activation and retention rates.

2. Performance Analytics & Optimization

Monitor campaign KPIs, analyze performance and implement data-driven improvements through A/B testing and insights. Performance indicators:

• Conversion rate (sign-ups, product activations).
• % improvement in engagement metrics pre-post optimization.
• Number of actionable insights implemented.

3. Collaboration & Governance

Partner with cross-functional teams for campaign design, manage budgets, and ensure compliance with regulatory and data privacy standards. Performance indicators:

• Budget adherence (% variance from plan).
• Compliance breaches (target: zero).
• Number of cross-functional campaigns successfully planned & executed.

Knowledge, Skills and Experience

• Bachelor's degree in business, finance, marketing, or a related field. An MBA or other relevant postgraduate degree is preferred.
• Minimum 5 years of portfolio campaigns management experience.
• Excellent influencing, communication and interpersonal skills, with the ability to work. collaboratively with external partners and cross-functional teams.
• Strong analytical and problem-solving skills, with the ability to make data-driven decisions.
• In-depth knowledge of digital banking trends, technologies, and customer behaviors.
• Knowledge of regulatory requirements and industry best practices.
• Ability to work in a fast-paced, dynamic environment with high flexibility and adaptability.