AVP, Consumer Lifestyle, Deposits and Digital Business Marketing

AVP, Consumer Lifestyle, Deposits and Digital Business Marketing-(240000UT)

Description

This role is part of the Marketing team where the successful candidate will be responsible for driving the adoption, growth and penetration of our Consumer Lifestyle and Digital Business product solutions to make OCBC the preferred bank of choice for everyday banking across the bank’s customer segments. 
The individual should have a good understanding of consumer product and segment marketing, utilising consumer insights to develop and implement integrated marketing and segment campaigns and programs to achieve set targets.

Key Responsibilities

Lead and direct the execution of marketing activities to achieve growth opportunities, market share and profit objectives in line with the overall commercial priorities.

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 maintains a deep understanding of the demographics, psychologies, and behavioural drivers of OCBC brand’s customers through collaboration with Group Data Office (GDO) and Market Research teams.

Drive New to Bank Customer Base through first product onboarding of consumer products with a thorough understanding of Martech (AA, Adjust knowledge is an added advantage), Meta, Google, Programmatic Ads and agency management.

Increase customer conversions and generating qualified digital leads for Consumer Lifestyle and Digital Business products.

Identify target segments and opportunities within the OCBC customer base to improve cross product take up and holding of Consumer Lifestyle and Digital Business solutions.

Identify effectiveness and impact of current marketing initiatives with tracking and analysis and optimize according to the defined objectives.

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.

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

Minimum 8 years of relevant working experience in marketing.

Possesses strong Marketing knowledge, excellent communication & strong interpersonal skills with a basic understanding of the different consumer segments within the Consumer Banking space.

Customer centric with an inquisitive and passionate mindset. 

Robust analytical and customer insight skills, including confidence with both digital tools and traditional touchpoints across all channels and platforms.

Proficient in marketing research and statistical analysis with ability to interpret and translate online and offline customer behaviours into strategic activities.

Able to work independently without much supervision, resourceful, innovative and is a team player. Self-motivated with high level of drive, initiative, and commitment.

Working collaboratively with cross-functional partners to optimize quality and impact of omni-channel plans and campaigns.

Prepared to take on other roles and responsibilities when required.