To plan, execute and support customer lifecycle management activities for all card products. Predominantly focus on increasing customer engagement campaigns through activation, segmented and portfolio level campaigns.
Key Responsibilities
Ideate, plan and implement portfolio campaigns to achieve growth in key portfolio metrics, such as increase in spends and monthly active rate.
Design customer campaigns aimed at achieving top of wallet status for RAKBANK cards. Develop campaign calendar to plan ahead for seasonality, and segmented campaigns throughout the year.
Conduct regular competitor analysis, identify and implement new offers and services to drive business KPIs.
Analyze portfolio performance to identify profitable products and segments. Identify growth segments and develop targeted offerings to increase level of engagement across all segments and products.
Design campaigns and manage launch activities working closely with cross-functional teams. Collaborate closely with creative teams to develop compelling campaign assets and messaging
Partner with marketing team to optimize the mix of communication channels (eg. digital marketing, email marketing etc).
Manage campaign timelines, budgets and resources to ensure on-time and within-budget delivery. Set up review and performance monitoring framework before, during and after the campaign period.
Identify & evaluate marketing vendors/tools available for efficient campaign management such as geo-location based offer alerts, opt-in campaigns etc.
Implement A/B testing and other methodologies to optimize campaign elements such as creatives, messaging, targeting and channels.
Execute the portfolio engagement plan, influence cross functional teams that s/he works with and ensure timely launch of all initiatives.
Oversee training of telemarketing team, development of processes and scripts to drive efficiency of the campaigns.
Continuously identify new opportunities for innovation and differentiation within credit card portfolio campaigns.
