Vice President, Cognitive Banking & Product Marketing Lead, Consumer Banking Group

Job Description

About DBS Bank DBS is a leading financial services group in Asia with a presence in 18 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. Recognised for its global leadership, DBS has been named ” World’s Best Bank” by Euromoney, ” Global Bank of the Year” by The Banker and “Best Bank in the World” by Global Finance. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named ” World’s Best Digital Bank” by Euromoney. In addition, DBS has been accorded the ” Safest Bank in Asia” award by Global Finance, a leading New York-based financial publication, for 12 consecutive years from 2009 to 2020. For more information, please visit https://www.Dbs.Com/in/index/default.PageUnderlining its commitment to India, DBS Bank officially announced the launch of its locally incorporated wholly-owned subsidiary, DBS Bank India Limited (DBIL), in March 2019. This marked a key milestone for the bank, which has been present in India for 26 years. DBS Bank India Limited is the only large foreign bank in India to start operating as a wholly owned, locally incorporated subsidiary. DBS provides an entire range of banking services for large, medium and small enterprises and to individual consumers in India. In 2016, DBS launched India’s first, mobile-only bank – digibank, which now has ~1 million savings accounts. DBS was ranked No 1 in India by Forbes in its 2020 list of the World’s Best Banks.Role Description A key member of the marketing leadership team will be responsible for driving full-funnel marketing for the Consumer banking business, including consumer retention and engagement.This critical role will entailDeep understanding of the consumer including customer segmentationCreating engaging product experiences across digital and physical channelsDriving product per-customer (PPC) growth through retention marketingDriving marketing effectiveness in alignment with the defined business goalsLeverage paid and owned media (email, SMS, WhatsApp, website, apps) platforms to engage with Existing Bank CustomersLeverage data and MarTech platforms to drive efficient marketing campaignsThis role will report to the SVP and Head of Marketing for the Consumer Banking Group.We are looking for a motivated self-starter who thrives on working in a fast-paced, high-growth, rapidly evolving business and is keen to build a differentiated brand and business.Key Responsibilities Product Proposition Definition: Work with global/local teams and agency partners to define the product proposition and track the progress of the marketing campaigns on key business drivers like portfolio health, product adoption, cross/up-sell and direct revenue impact.Product Marketing Strategy and Plan: Develop the product’s annual marketing strategy and activity calendar based on the defined business objectives. Continuously track the progress of the activity calendar, measure the effectiveness of every activity, and report the progress regularly to key stakeholders appropriately.Consumer Engagement and Retention: Own the consumer’s lifetime journey and drive the business objectives by engaging with the consumer, leveraging data, and creating personalised consumer experiences. Align with the business and servicing model to define cross-sell, up-sell or optimisation strategy, including digital engagement channels. This includes AUM building programs, product penetration programs across investments, insurance, credit cards, mortgages, and loyalty rewards programsCampaign Design and Execution: Work with creative and media agency partners to design and develop marketing campaigns for both online and offline mediums. Track the efficiency & effectiveness of the campaigns and report as and when required.Data/Cognitive Banking and Martech Agenda: Own and drive the consumer banking group’s data/cognitive banking and Martech agenda. Work with regional and local stakeholders, including the business analytics and Martech team, to leverage existing platforms to drive superior marketing campaign efficiency.Analytics: Use of a data-driven approach to develop end-to-end programs; this would include using analytics to understand the segment, identify the opportunities through their behaviour, craft the appropriate messages and channels of communications, and track and analyse these programs. This would also include testing of the wide range of analytical models and data sets availableExperience and Skills10-18 years of hands-on experience in product marketing and driving business results leveraging both online and offline marketing channelsDemonstrate strong ability in data, analytics and Martech platforms.Strong understanding of consumer behaviour and BFSI industry trendsStrong experience working in cross-functional teams (local and global) with an ability to influence key stakeholders with data-driven and insightful points of view.Strong data-driven marketing skills with experience in uncovering consumer/business insights from qualitative and quantitative internal or external data and translating it into marketing strategy and campaigns.Should be able to collaborate with consumer research and products/sales and distribution teams to analyse brand perception and business results from various marketing campaigns.Open mindset with ability to think of out-of-the-box solutions.Excellent communication skills with the ability to instantly connect with people and manage ongoing relationships for positive outcomes.MBA from a premier institute