Senior Manager, Growth Marketing - Marketing & Communication

Job Purpose

The Senior Manager – Growth Marketing is responsible for shaping and driving UAB’s long-term growth marketing strategy. This role emphasizes setting a clear vision for scalable and sustainable growth across digital and offline channels, ensuring alignment with the bank’s overall business objectives. By leveraging data, market insights, and customer behavior analysis, the Senior Manager defines strategies that optimize customer acquisition, engagement, retention, and lifetime value. The role provides strategic direction for multi-channel campaigns, fosters cross-functional collaboration, and establishes frameworks for performance measurement, innovation, and continuous improvement to strengthen UAB’s competitive positioning.

Principal Accountabilities

Growth Marketing Strategy Development and Leadership:

• Define and lead UAB’s growth marketing strategy, ensuring alignment with overall business objectives and long-term brand positioning.
• Translate business goals into actionable marketing roadmaps across digital and offline channels, with a focus on customer acquisition, retention, and lifetime value growth.
• Provide strategic direction for integrated, multi-channel campaigns (paid media, SEO, social, content, partnerships), ensuring consistency and measurable impact.
• Establish performance frameworks using KPIs and ROI metrics to evaluate effectiveness and guide optimization at a strategic level.
• Champion a culture of experimentation by overseeing structured A/B testing and innovation pilots, identifying scalable initiatives for growth.
• Monitor market dynamics, competitor strategies, and emerging technologies to identify opportunities, inform decision-making, and future-proof UAB’s marketing approach.
• Act as a cross-functional leader, collaborating with Product, Sales, and Analytics teams to ensure cohesive execution of growth strategies.

Social Media Strategy & Leadership:

• Define and lead UAB’s social media strategy to strengthen brand presence, engagement, and reputation across priority platforms, fully aligned with business objectives.
• Establish audience segmentation and platform strategies to ensure differentiated, impactful communication tailored to key customer groups.
• Provide strategic oversight on content themes, messaging frameworks, and brand storytelling to ensure consistency, quality, and alignment with UAB’s positioning.
• Set direction for the content calendar and governance, ensuring campaigns are integrated, timely, and support wider marketing priorities.
• Guide proactive reputation management by setting standards for community engagement, escalation protocols, and response frameworks.
• Build strategic partnerships with influencers, thought leaders, and brand advocates to expand reach and credibility.
• Define success metrics, oversee reporting frameworks, and translate performance insights into strategic recommendations for continuous improvement.

Website Management:

• Define and lead the overall website marketing strategy, ensuring alignment with business growth objectives and broader brand direction.
• Position the website as a central marketing and communications platform for driving awareness, generating qualified leads, and supporting business conversions.
• Provide strategic oversight on the creation, governance, and continuous optimization of website content to ensure it is impactful, on-brand, and aligned with audience needs.
• Lead collaboration with internal stakeholders and external partners (content creators, designers, developers, and agencies) to deliver high-quality, performance-driven digital experiences.
• Shape and oversee the implementation of advanced SEO strategies (on-page, off-page, and technical) to enhance organic visibility and competitive positioning.
• Direct and evaluate keyword strategy and content frameworks, ensuring alignment with target audiences and measurable business outcomes.
• Monitor website performance analytics and champion improvements in technical SEO, page speed, mobile experience, and architecture — driving innovation and continuous enhancement.

Leadership, Collaboration, and Cross-Functional Coordination:

• Lead and mentor a team of marketers, fostering a culture of innovation, collaboration, and performance.
• Work closely with product, sales, and data teams to align marketing efforts with business goals and product offerings.
• Collaborate with external agencies to develop consumer awareness initiatives as required.
• Coordinate with relevant bank units to prepare a summary report for the Central Bank detailing the previous year’s educational and awareness activities and proposed plans.

Budget Management:

• Manage and allocate marketing budgets efficiently to maximize growth opportunities.

Educational and Awareness Programs:

• Oversee educational and awareness programs designed for bank customers and the general public.
• Conduct an annual review of educational initiatives based on impact and reach criteria, making necessary improvements to awareness programs.

Experience & Qualification

• Bachelor’s degree in marketing, Communication, Business Administration, or a related field
• Minimum of 8 years of experience in marketing and communication, with at least 4 years in a Growth Marketing role within the banking or financial services industry.
• Proven track record in developing and executing successful Growth Marketing strategies.
• Knowledge of banking regulations and consumer awareness programs.