Lead - Digital Marketing (Cards & Personal Loans)

The Digital Marketing Lead will oversee marketing initiatives across Credit Cards, Debit Cards, Remittance, and Personal Loans. This role focuses on acquiring new-to-bank customers while enhancing engagement and cross-sell/up-sell opportunities within existing customer segments. The successful candidate will design and implement data-driven, integrated marketing campaigns that support business growth by leveraging digital channels, PR, and customer research. Collaborating closely with cross-functional teams, the Digital Marketing Lead will ensure impactful campaigns that drive customer acquisition, improve engagement, and deliver measurable results aligned with strategic goals.

Key Responsibilities

- Collaborate with line managers and Product teams to define annual and quarterly marketing strategies aligned with business priorities, growth targets, and budgets.
- Drive new-to-bank customer acquisition and existing-to-bank customer engagement and cross-sell across Credit Cards and Loans portfolios.
- Develop and execute integrated 360° marketing campaigns across digital and offline channels, ensuring precise customer targeting and clear value propositions.
- Partner with media and creative agencies to create compelling campaign concepts, communication frameworks, and channel-specific creative assets aligned with brand and business objectives.
- Review product journeys for new and existing customers, ensuring alignment with marketing style guides, customer experience, and compliance requirements.
- Manage end-to-end campaign processes, including strategy development, creative briefing, agency coordination, approvals, media planning, execution, and optimization.
- Track, analyze, and report campaign performance metrics such as acquisitions, conversions, and cost efficiency, using insights to improve outcomes.
- Monitor competitor activities and market trends to inform differentiated and effective campaign strategies.
- Manage marketing budgets, including forecasting, vendor management, accruals, and payments, adhering to finance policies.
- Ensure all marketing activities comply with regulatory requirements, securing necessary approvals and permits.
- Support the development and execution of a data-driven digital marketing strategy based on customer insights, segmentation, and behavioral trends.
- Plan and execute performance-driven media campaigns across paid search (SEO/SEM), display, social media, programmatic, and CRM/database marketing channels.
- Collaborate with digital and creative agencies to continuously refine messaging, creatives, and formats to maximize engagement and conversion.
- Optimize new-to-bank acquisition funnels and existing-to-bank engagement journeys for conversions, cost per acquisition, and customer lifetime value.
- Monitor campaign performance against KPIs, driving month-on-month optimization to meet business targets.
- Analyze customer journeys and conversion funnels, partnering with Product, Technology, and Digital teams to enhance user experience and improve conversion rates.
- Utilize testing frameworks such as A/B testing and audience segmentation to improve campaign effectiveness and scalability.
- Work closely with stakeholders across Product, Distribution, Operations, Technology, Finance, Compliance, Analytics, and Digital teams to ensure seamless campaign execution.
- Act as the primary liaison for media and creative agencies, ensuring clear briefs, timely feedback, and high-quality campaign delivery.
- Coordinate with PR and communications teams to amplify campaign visibility and strengthen brand presence.
- Maintain compliance with internal policies and external regulations, including marketing compliance, data privacy, and operational risk frameworks.
- Manage multiple campaigns and stakeholders in a fast-paced environment, demonstrating strong prioritization, attention to detail, and agility in problem-solving.
- Exercise ownership in planning and executing marketing initiatives that deliver measurable business results, making data-driven decisions to maximize ROI and influence stakeholder alignment.

Required Qualifications

- Minimum 4-7 years of experience in digital marketing with a strong focus on performance-driven campaigns and ROI management.
- Proven expertise in marketing banking products with a successful track record.
- Excellent written and verbal communication skills in English, with the ability to craft compelling messaging tailored to diverse audiences and channels.
- Strong creative thinking, ideation, and execution skills, coupled with attention to detail.
- Demonstrated ability to leverage external agencies and alliance partners to deliver impactful campaigns.
- Experience conceptualizing, developing, and executing digital marketing campaigns.
- Bachelor’s degree in a relevant field.

Preferred Qualifications

- Experience working in a global financial or technology company, or collaborating with international organizations.
- Familiarity with the UAE market is an advantage.
- Copywriting skills are a plus.

This role offers the opportunity to lead high-impact marketing initiatives within a dynamic, cross-functional environment, driving growth and customer engagement through innovative and data-driven strategies.