Job Description

Job Purpose
Manage the strategy, tactics, creative positioning, execution, and optimization of all digital acquisition campaigns and digital touch-points.
Acquisition channels include Display, Email, Paid and Organic Search, Paid Social and Affiliate.
Responsible for adhering to the campaign launch calendar and implementing key control points as per bank’s policies & processes.
Support and leverage branch, ATM and other customer touch-points to drive brand, acquisition and engagement outcomes.
Key result area
Key result area
Key areas of responsibility in DIGITAL are:
Digital Media brand build
Search Engine Optimization
Smart cross-sell campaigns
Mashreq Online Banking signup & activation
Mobile Banking Application signup & utilization
ATM channel leverage for brand and marketing outcomes
Website content quality
NTB Online acquisition for Cards, Loans, Deposits, Mortgages, Wealth and SME.
Define the Online Branding strategy working closely with Mashreq’s Digital Banking team
Develop a comprehensive Digital Marketing Plan covering online advertising, website, SMS, social media seeding, influencing via bloggers, mobile apps etc.
Create and run repeatable digital retail campaigns.
Keep abreast of current and upcoming developments in the digital world, which Mashreq can exploit to gain first-mover advantage
Explore partnership opportunities with 3rd party leading digital companies with clear objective to deliver one or more of the key objectives: (a) Brand perception (b) Existing Customer Engagement and Product Usage (c) New Customer Acquisition
Assist in developing acquisition plans and campaigns that encompass competitive assessment, testing strategy, creative positioning, integration into partner digital channels, and leverage emerging channels (Programmatic Display, PPC, Video, Social, etc.) to deliver against business goals & outcomes
Partner closely with key Marketing stakeholders (Segment Marketing, Analytics, Research, etc.) to build marketing plans; and provide updates on initiatives/key performance indicators
Build and execute a year-long strategy to drive positive customer by frequently publicizing Mashreq’s brand message using digital communication channels and leverage influencers
Co-lead digital media initiatives (Email Marketing, Display, etc.)
Own and manage the Direct-to-Client digital marketing pipeline (SMS, eDM etc)
Implement and measure campaigns to maximize channel performance
Leverage web analytics tools to understand fall-out points throughout the conversion funnel and develop initiatives to increase yield
Work closely with bank’s business units to promote cross channel pollination, optimize existing customer experience and identify profit opportunities
CHANNELS MARKETING
Define the strategy for Branch branding, retail branch experience and merchandising
Define local area marketing strategies and calendar to “own the neighbourhood”
Define strategies to drive/attract traffic to branches from key target segments
Be responsible for all aspects of our branch exterior and interiors with respect to look & feel; marketing content and customer experience
Be proactive to help develop, define and deliver the bank’s omni-channel experience