The Digital Marketing Lead is responsible for developing and executing digital marketing strategies that drive customer acquisition, engagement, and brand growth for both the Bank and Digital Wallet businesses. This role oversees digital channels, paid media, social media, website, mobile app
marketing, SEO/ASO, and campaign performance while ensuring all digital activities support business objectives and deliver measurable results.

Key Responsibilities

Marketing Strategy
❖ Develop and execute the annual marketing strategy and roadmap for Digital Wallet.
❖ Build marketing plans to increase app downloads, customer activation, transaction volume, and customer retention.
❖ Identify market opportunities, customer insights, and competitive trends to support business growth.
❖ Manage the marketing budget and ensure efficient allocation of resources.

Product & Campaign Marketing
❖ Lead go-to-market strategies for new wallet features, products, and services.
❖ Plan and execute integrated marketing campaigns across digital, social media, PR, events, and in-app channels.
❖ Develop promotional campaigns, cashback offers, referral programs, and seasonal campaigns to drive customer engagement.
❖ Coordinate campaign execution with Brand, Digital Marketing, and Campaign & Events teams.

Customer Growth & Engagement
❖ Develop initiatives to acquire new users and increase active wallet users.
❖ Design customer lifecycle and retention programs to improve engagement and repeat transactions.
❖ Collaborate with CRM and Customer Service teams to enhance customer experience.
❖ Monitor customer feedback and recommend improvements.

Merchant & Partnership Marketing
❖ Work with Business Development and Merchant Acquisition teams to promote merchant partnerships.
❖ Develop co-marketing campaigns with strategic partners.
❖ Support merchant onboarding campaigns and promotional activities.
❖ Strengthening brand visibility through partnership marketing initiatives.

Performance & Analytics
❖ Monitor marketing performance using key metrics such as:
1. App downloads
2. Customer acquisition
3. Active users (MAU/DAU)
4. Transaction volume and value
5. Customer retention
6. Campaign ROI
7. Cost per acquisition (CPA)
❖ Prepare monthly performance reports with insights and recommendations.
❖ Optimize campaigns based on customer behavior and data analysis.

Team & Stakeholder Management
❖ Lead and mentor the Wallet Marketing team.
❖ Work closely with Product, Technology, Operations, Compliance, Risk, Customer Experience, and Finance teams.
❖ Manage relationships with creative agencies, media partners, and external vendors.
❖ Ensure all marketing activities comply with regulatory and brand requirements.

Skills & Competencies

❖ Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
❖ 6–8 years of marketing experience, with at least 3 years in fintech, digital payments, banking, e-commerce, or telecommunications.
❖ Experience launching and growing digital products or mobile applications is highly preferred.
❖ Strong understanding of digital wallets, mobile payments, and fintech products.
❖ Experience in integrated marketing and product marketing.
❖ Knowledge of digital marketing, CRM, customer lifecycle management, and growth marketing.
❖ Strong analytical, strategic thinking, and project management skills.
❖ Excellent communication, leadership, and stakeholder management abilities.
❖ Budget management and performance optimization experience.