Job Description - Head, Wealth & Affluent Marketing (240001EO)
Successful candidate will be responsible for driving the growth and penetration of Personal and Premier banking, Premier Private Client, Wealth, Digital Wealth and Wealth Financing to make OCBC the preferred bank of choice for everyday banking. The individual should have a good understanding of consumer marketing including marketing of digital products and services. He/ she will utilise consumer insights to develop and to implement integrated marketing campaigns and programs to achieve set targets.
Key Responsibilities
Lead and direct the execution of digital and ATL marketing activities for the assigned portfolio or businesses to achieve growth opportunities, market share and profit objectives in line with the overall commercial priorities.
Lead the digital acquisition strategy for all products with a thorough understanding of Martech (AA, Adjust knowledge is an added advantage), Meta, Google, Programmatic Ads and agency management.
Oversee the planning, implementation, and optimization of digital campaigns across various channels, including SEO, SEM, email, social media, and display advertising.
Conceptualize and implement cohesive multi-channel marketing strategy and tactics; including advertising/promotions, distribution channel management and tactical plan development; across the prospect and customer lifecycle, ensuring alignment of communications and messaging across all channels.
Keep abreast with consumer trends & marketing best practices and maintain a deep understanding of the demographics, psychologies, and behavioural drivers of OCBC brand's customers through collaboration with Group Customer Analytics & Decisioning (GCAD) and Market Research teams.
Drive New to Bank Customer Base through first product onboarding of deposit accounts - increase customer conversions and generating qualified digital leads.
Drive downloads, usage, and awareness of the OCBC Mobile Banking app and other OCBC Digital products and services.
Identify target segments and opportunities within the OCBC customer base to improve migration to digital services.
Identify effectiveness and impact of current marketing initiatives with tracking and analysis, and optimize accordingly.
Manage the development of marketing and sales aid/promotional materials to establish product messaging as well as to effectively promote new campaign initiatives.
Build advocacy and enhance awareness amongst OCBC Employees through Internal Marketing funnels.
Analyze and report on key performance indicators (KPIs), identifying opportunities for growth and sharing results with senior stakeholders in a digestible and informative format.
Working in partnership with the creative & media agencies, develop creative briefs and guide creative direction to meet objectives and ensure prompt end-to-end execution for all advertising and public-facing communications, including print, digital, and video assets.
Ensure full compliance of procurement processes, campaign fulfilment requirements, campaign expense controls, and brand, regulatory and statutory guidelines on advertisement and promotional materials.
Qualifications
Proven experience (7+ years) in a digital marketing role, with a track record of successfully launching and implementing digital strategies.
Strong leadership skills with the ability to inspire and motivate a team to achieve goals.
In-depth knowledge and passion about digital marketing channels, tools and technologies.
Exceptional problem-solving abilities and analytical skills.
Primary LocationJobProduct Marketing
OrganizationMAL CFS - Integrated Marketing & Analytics#J-18808-Ljbffr