Lead - Digital Marketing (Cards & Personal Loans)

The Digital Marketing Lead will oversee marketing initiatives for 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 develop and implement data-driven, integrated marketing campaigns across digital, PR, and customer research channels to support business growth. Collaborating closely with cross-functional teams, the role ensures impactful campaigns that drive customer acquisition, improve engagement, and achieve measurable business outcomes aligned with strategic goals.

Key Responsibilities

- Lead product marketing efforts for Credit Cards, Debit Cards, Remittance, and Personal Loans, partnering 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 (NTB) customer acquisition and existing-to-bank (ETB) customer engagement and cross-sell initiatives across credit and loan portfolios.
- Develop and execute integrated 360° marketing campaigns across digital and offline channels, ensuring precise customer targeting and clear value propositions.
- Collaborate with media and creative agencies to create compelling campaign concepts, communication frameworks, and channel-specific creative assets aligned with brand and business objectives.
- Review and optimize product journeys for new and existing customers, ensuring alignment with marketing style guides, customer experience (CX), and compliance requirements.
- Manage end-to-end campaign processes, including strategy development, creative briefing, agency coordination, approvals, media planning, execution, and ongoing optimization.
- Track, analyze, and report campaign performance metrics such as acquisitions, conversions, and cost efficiency, using insights to improve future campaigns.
- Monitor competitor activities and market trends, translating insights into differentiated and effective marketing responses.
- Oversee marketing budgets, including forecasting, vendor management, accruals, and payments, ensuring compliance with 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 in partnership with media agencies.
- Continuously refine digital messaging, creatives, and formats to maximize engagement and conversion rates.
- Optimize NTB acquisition funnels and ETB engagement journeys, focusing on conversion rates, cost per acquisition (CPA), and customer lifetime value.
- Collaborate with Product, Technology, and Digital teams to analyze customer journeys and improve user experience and conversion rates.
- Utilize testing frameworks such as A/B testing and audience segmentation to enhance campaign effectiveness and scalability.
- Collaborate with internal teams including Product, Distribution, Operations, Technology, Finance, Compliance, Analytics, and Digital to ensure seamless campaign execution.
- Act as the primary liaison for media and creative agencies, ensuring clear communication, timely feedback, and high-quality campaign delivery.
- Partner with PR and communications teams to amplify campaign visibility and strengthen brand presence.
- Maintain strict adherence to internal policies and external regulatory requirements, including marketing compliance, data privacy, and operational risk frameworks.
- Manage multiple campaigns and stakeholders simultaneously in a fast-paced environment, demonstrating strong prioritization, agility, and attention to detail.
- Take ownership of marketing initiatives, making data-driven decisions to maximize ROI and influence stakeholder alignment for flawless campaign execution.

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 demonstrated track record of successful campaign execution.
- Excellent written and verbal communication skills in English, capable of crafting compelling messaging tailored to various audiences and channels.
- Bachelor’s degree in a relevant field.
- Strong entrepreneurial mindset with a results-oriented approach and commitment to success.
- Creative thinker with strong ideation skills, effective communication, and meticulous execution.
- Experience working with external agencies and alliance partners to deliver impactful campaigns.
- Ability to conceptualize, review, and revise marketing content; copywriting skills are a plus.

Preferred Qualifications

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

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