Manager, Personal Financial Services (eCASA Digital Acquisition & Engagement)

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Drive growth of our eCASA-led digital acquisition and manage customer lifecycle engagement. This role is responsible for architecting strategic marketing initiatives that accelerate eCASA acquisition and orchestrate the end-to-end customer lifecycle engagement through the HLB Connect ecosystem, and contribute to the division's digital profitability and leadership.

Functional

1. Digital User Acquisition & Engagement

• Design, launch, and manage comprehensive marketing campaigns and initiatives specifically aimed at:

  • Driving digital user acquisition for the bank's digital banking platforms from a fully digital account opening to HLB Connect registration.

  • Increasing user engagement by promoting the usage of services and features within these platforms.

  • Develop and manage ongoing customer communications to raise awareness of the bank's digital services / features and foster sustained user engagement.

2. Campaign / Initiatives Strategy & Execution:

• Prepare detailed proposals and business cases, including objectives, strategies, mechanics, and budget recommendations, to secure approval for marketing campaigns and initiatives required to drive Digital User Acquisition and Engagement.

• Collaborate effectively with diverse stakeholders in the bank in delivering effective campaigns/initiatives that will achieve KRA targets and contribute to overall division profitability.

  • Including but not limited to Branches, Product Teams, Product Support, Development Team, Design Team, IT, and Group Marketing, Compliance, Legal, etc. to ensure seamless campaign delivery.

  • Website and UI/UX teams to optimize the user experience and journey for digital user onboarding and ongoing engagement within the digital banking platform.

3. Performance Measurement & Optimization:

• Ensure all digital journeys for existing and new services/features are accurately tagged with Adobe and/or Google Analytics.

• Utilize analytics data to track and monitor performance, identify areas for improvement, and make data-driven decisions on enhancements or fixes required to optimize user experience, onboarding, and acquisition efforts.

• Monitor and ensure that platform and campaign performance targets are achieved as per established Key Result Areas (KRAs).

4. Reporting

• Work with Data Analytics team and junior team members to prepare comprehensive performance updates and reports for all marketing and acquisition activities.

5. Market Intelligence & Opportunity Identification:

• Conduct thorough market research with relevant stakeholders to gain actionable insights. This includes identifying new opportunities, deepening understanding of customer needs, and analysing competitors strengths and weaknesses to inform the development of winning initiatives, offers, products, and services.

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Experience

• Minimum 8 years of experience in Digital product management and/or digital marketing.

• Exposure in conceptualizing and running marketing (especially digital marketing) campaigns & initiatives (for banking or financial products preferably or any relevant industry)

Special Skills / Required Skill

• Digital Marketing Acumen: Proven understanding of digital marketing principles and hands-on experience with key channels, including social media, website management, and mobile application marketing.

• Campaign Management Expertise: Demonstrated experience in successfully planning, executing, and managing digital marketing campaigns and/or website development projects from conception to completion.

• Web Analytics Proficiency: Strong command of web analytics tools, specifically Google Analytics and/or Adobe Analytics, with the ability to derive actionable insights from data.

• Data Presentation Skills: Proficient in using Microsoft Excel for data analysis and reporting, and skilled in creating compelling presentation slides using PowerPoint or Keynote.

• Language Proficiency: Excellent verbal and written communication skills in both English and Bahasa Malaysia are essential.