Digital Acquisition Manager

The Role Responsibilities

Strategy

• This role is to drive digital sales under CPBB via paid and own digital channels.
• Build and own a digital analytics framework and related dashboard for the banking products that is managed by this position. Continuously to optimize campaign and channel performance to drive digital sales conversion.

Business
The measures of success consist of (but not limited to)

• Leading initiatives and campaigns to drive digital sales in both own and paid channels.
• Leverage on digital analytics framework to track, monitor, analyse and report digital sales funnel to identify opportunities to drive digital sales.
• Drive digital sales optimization programs through development of A/B and MVT tests leveraging on multiple martech tools including Adobe stack.
• Forecast sales performance trends, set performance management standards and achieve ‘best in class" digital sales mix and increase market share.

Processes

• Understand and optimize all existing Digital Sales journeys and processes and work closely with cross-functional teams including Product, Operations, Credit, Tech and Group teams to craft new end-to-end Digital Sales Journey and Processes that maximize client experience and satisfaction.

People and Talent

• 6+ years’ experiences in digital marketing and sales with specific focus on conversion rate optimization.
• Proven experience in running A/B and MVT tests for campaigns and deriving customer insights.
• Expert knowledge of digital marketing principles such as funnel optimization, UX, SEO & Landing Page optimization.
• Knowledge of Adobe Tech stack, strong hands-on experience using Adobe Analytics, Adobe Target and Adobe Audience Manager.
• Knowledge of other campaign management system e.g., Tag Manager, Doubleclick, Adobe Campaign Manager, AppsFlyer is a plus.
• Strong understanding of user experience design principles and design thinking is a plus.
• Knowledge of major marketing technologies (e.g., Adobe Analytics, Adobe Campaign Manager, AppsFlyer etc.)
• Knowledge in marketing attribution modelling and its application in assessing impact from marketing.

Risk Management

• Implement new digital capabilities, initiatives and campaigns in accordance to Retail Banking Risk Management framework and governance processes.

Governance

• Display awareness and understanding of the regulatory framework, in which the Group operates, and the regulatory requirements and expectations relevant to the role.

Regulatory & Business Conduct

• Display exemplary conduct and live by the Group’s Values and Code of Conduct.
• Take personal responsibility for embedding the highest standards of ethics, including regulatory and business conduct, across Standard Chartered Bank. This includes understanding and ensuring compliance with, in letter and spirit, all applicable laws, regulations, guidelines and the Group Code of Conduct.

Key Stakeholders

• Hong Kong Head, Digital Banking
• Hong Kong Head, Digital Acquisition, Engagement and Servicing
• Hong Kong Head, CCPL
• Hong Kong Head, Deposit
• Hong Kong Heads, Segments
• Hong Kong Head, Wealth Management
• Hong Kong Head, Brand and Marketing
• Hong Kong Head, Digital Marketing
• Hong Kong Head, Retail Analytics
• Hong Kong Legal and Compliance, Retail Banking

Responsibilities

• Leverage on data to analyse marketing and sales activities and make recommendations to optimize marketing efforts.
• Use data collected from internal and external channels to identify audience opportunities that will help create impactful campaigns.
• Develop customer segment traits using website and app analytics data to be used for contextualized targeting.
• Analyze and interpret a range of digital media performance data against campaign KPIs to identify trends, root cause and follow-up actions.
• Work closely with our internal stakeholders to strategize, develop and execute marketing efforts across owned and paid channels.
• Track and monitor digital campaign ROIs and KPIs.
• Identify opportunities for applying modern technologies to enable hyper personalizations to drive sales.

Stakeholder management

• Collaborate with different squad members to derive campaign ideas, optimization test and areas to improve our conversion.
• Collaborate with compliance, digital banking team, retails analytics team, digital marketing team to drive sales campaign and identify business opportunities.
• Work closely with regional MI team to ensure timely and accurate reporting.

Our Ideal Candidate

• Hands on experience in Adobe stack including Adobe Analytics, Adobe Target and Adobe Audience Manager.

Role Specific Technical Competencies

• Adobe Analytics
• Adobe Target and Adobe Audience Manager
• Marketing Automation and Decision-Making engine
• AppsFlyer
• Adobe Campaign Manager 

Apply Now to join the Bank for those with big career ambitions.