AVP/SA, Data/Business Analyst (Campaign), Consumer Banking Group Regional Data Chapter, Transformati

Business Function

The Consumer Banking Group (CBG) Data Chapter is dedicated to making data-driven decisions to transform how CBG operates. We believe that leveraging data and business intelligence is crucial for achieving significant growth.

Role Purpose

Campaign Analyst will drive end-to-end execution and measurement of client campaigns for DBS Private Bank and Treasures Private Client franchise, ensuring the right message reaches the right client at the right time through the right channel. This role sits with the Regional Wealth Data Chapter team, responsible for translating and executing business strategies into targeted Next-Best-Nudges (NBNs) such as eDMs, eNotes etc. and Next-Best-Conversations (NBCs) with RMs. The role holder will also own campaign effectiveness measurement, building closed-loop attribution from campaign send through to client action and revenue impact.

Key Responsibilities

Campaign Execution & Operations

• Plan, build, automate, schedule and trigger multi-channel client campaigns (e.g. eDMs, eNotes, OXS banners) using the bank's marketing automation platform (e.g. CMP, UNICA etc.).
• Manage campaign calendar, coordination and capacity planning across various stakeholders such as Marketing, Products, Platform teams.
• Ensure all campaign targeting criteria and content adheres to internal guidelines, suitability checks etc. prior to campaign blast (i.e. compliance zero-defect).
• Maintain campaign templates, workflows, dynamic short fields etc. in the campaign platform with proper version control and adequate documentation.

Campaign Effectiveness & Measurement

• Own the campaign measurement framework: define KPIs (e.g. open rate, CTR, conversion rate, etc.) and set benchmarks.
• Work with Tech to maintain and enhance campaign dashboards (i.e. Qliksense) providing near-real-time visibility on campaign performance across product verticals and client tiers.
• Conduct post-campaign analysis including A/B test read-outs, channel effectiveness comparisons, and uplift measurement (test vs. control).
• Develop closed-loop attribution linking campaign touchpoints to downstream client actions (e.g. new trades, new money, new product subscriptions etc.).

Data & Platform Management

• Maintain data quality and hygiene of campaign data, opt-in/opt-out preferences, and suppression lists in compliance with internal Bank's policies.
• Liaise with Tech to ensure campaign platform data pipelines are up-to-date and consistent across all user journeys.

Cross-Functional Collaboration & Innovation

• Work closely with Marketing, Business Management, Products, and Platform teams to gather requirements, prioritise initiatives, and deliver solutions that meet diverse business and customer needs.
• Stay on top of Martech and emerging technology trends, including GenAI, to identify opportunities for innovation and differentiation as it relates to campaign execution and marketing analytics.

Requirements

• 6+ years of experience as a Campaign Analyst or Product Owner with a strong focus on Martech or marketing technology with demonstrable track record of managing high-volume, personalised, multi-channel campaigns in a regulated Banking environment.
• Hands-on experience with Martech platforms such as marketing automation, analytics, content and data management tools; in-depth exposure to orchestration platforms like Unica, Adobe, etc.
• A strong grasp of how marketing campaigns are planned, orchestrated and executed across channels.
• Strong SQL and Python skills and experience for leads extraction, segmentation queries, and campaign data analysis.
• Excellent communication and stakeholder management skills, with the ability to collaborate across business, platform and technology teams.
• High ownership, attention to detail, and ability to operate effectively in fast-paced, ambiguous environments.
• Bachelor's degree in Marketing Analytics, Business, Data Analytics, Information Systems, or a related discipline.
• Familiarity with wealth management data and context (AUM, products, risk profiles, suitability etc.) is a plus.
• Working knowledge of AI/ML applications in marketing, including GenAI-driven campaign and content recommendations is a plus.

Location:
DBS Asia Central

Job:
Analytics

Schedule:
Regular

Employee Status: