Head of Retail Marketing.MCG - Marketing and Communications Group
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Key skills for this role
About the Role
Mashreq seeks a Head of Retail Marketing to lead go-to-market strategies for retail banking products in UAE and Pakistan. The role involves digital marketing, brand positioning, team leadership, and budget management.
Key Skills for This Role
Responsibilities
- Determine and implement go to market marketing strategies across all segments and products to grow market share and revenue
- Design positioning, messaging architecture, and marketing plans for retail products and services
- Develop multi channel marketing strategies including Google, social media, email, mobile, and PR
- Forecast digital sales performance trends and increase acquisition numbers across markets
- Monitor and track marketing strategies against KPIs to optimize performance and lower costs
- Analyze data and insights to optimize campaigns across all segments
- Design marketing initiatives to drive engagement, loyalty, and lifetime value for existing customers
- Monitor competitors and research consumer behavior to grow demand
- Develop marketing strategy to enhance customer experience and governance framework
- Oversee and manage marketing budget and scheduling expenditures
- Set up marketing team, processes, and policies in new markets
- Launch retail offering in new markets
Requirements
- 12+ years of banking experience or 23+ years in marketing field with B2C & B2B digital marketing
- Experience building and leading innovative marketing teams
- Strong customer focus and familiarity with bank operations
- Entrepreneurial mindset with strong profit orientation
Full Job Posting
Key Result Areas
- Determine & implement go to market marketing strategies across all segments & products/services to grow market share, boost sales, increase brand awareness, and meet revenue goals in UAE & Pakistan.
- Design positioning, messaging architecture & marketing plans across Retail products & services offering.
- Developing impactful, multi channel marketing strategies with a customer first mindset to attract new customers and drive engagement and loyalty through Google, social media channels & web with content marketing, email, organic and paid traffic, mobile marketing, ASO, video, affiliates, and PR.
- Plan & implement all segments & products/services overall digital marketing strategy.
- Forecast digital sales performance trends and increase acquisition numbers across markets & segments.
- Monitor and track marketing strategies against key performance indicators & business metrics to increase performance and lower costs – acquisition vs CPA.
- Analyze data and insights to optimize campaigns across all segments.
- Design marketing initiatives to drive high level of engagement, loyalty & life time value for Existing to Bank customers.
- Monitor direct competitors & track marketing, and researches consumer behavior to grow customer demand for products and services.
- Develop and implement marketing strategy to enhance customer experience and governance framework aimed to improve the customers’ experience across all touchpoints.
- Oversee & manage marketing budget and scheduling expenditures.
- Set a strong marketing team, processes & policies in new markets.
Operating Environment
- Mashreq is a challenger bank & an aggressive marketeer, this position has key responsibility to promote a culture of innovation & Customer Experience.
- Working with all Retail Business Heads, Digital Studio Head and Customer Experience Head.
Problem Solving
- Being a strategic role, this job requires ability to think out of the box both in terms of marketing strategy, people management and digital marketing paradigm shifts.
- Understanding detailed customer needs in terms of products / distribution through research and behavioural analysis.
- Ability to adjust thinking to ever evolving situations, to overcome habits and to see things & opportunities in a fresh way.
- Being able to traverse a broad spectrum from strategic to tactical is key.
- Ability to work under Agile framework collaborate across businesses, Digital Studio teams & CX to achieve business goals.
Decision Making Authority
- Setting up marketing strategy across Retail segments, products & services.
- Determining acquisition targets & CPA for segments and launch of new initiatives.
Knowledge, Skills and Experience
- 12+ years of banking experience or 23+ years exception experience in another marketing field, incorporating B2C & B2B digital marketing, analysis and leadership responsibilities.
- Familiarity with bank’s operations, sales and support environments, and strong customer focus.
- Entrepreneurial, strong profit orientation, effective team leader.
- Experience building innovative and agile teams and coaching them to their full potential.
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