AVP - Product Marketing

Job Purpose:

1.           Develop and deliver customer-centric “How-to” video content strategy to simplify product understanding and enhance digital adoption (app, online banking, services).

2.           Drive AI-led marketing initiatives by collaborating with internal AI teams to test, implement, and scale new platforms and capabilities.

3.           Oversee SEO strategies to drive organic growth across Mashreq 

4.           Lead regulatory communications ensuring consistency in tone, compliance, and customer clarity across all mandated communications. 

5.           Lead cross-segment product marketing initiatives to maximize engagement and cross-sell opportunities across ETB (Existing to Bank) customers.

Key Result Areas:

1.           Drive end-to-end customer-centric marketing initiatives to enhance product understanding, engagement, and cross-sell opportunities across segments.

2.           Lead the development and execution of “How-to” video content to simplify customer journeys across app and digital platforms, working closely with segment teams for requirement gathering and with agencies/in-house teams to ensure high-quality, on-brand delivery, and consistency across markets 

3.           Manage AI initiatives by collaborating with internal AI and technology teams to identify use cases, gather requirements, test new platforms, and drive adoption of AI-led solutions within marketing.

4.           Oversee and ensure impactful Search Engine Optimisation, App Store Optimisation, and AI Search Optimisation strategies to drive organic growth across segments and markets 

5.           Manage all regulatory communications across channels, ensuring consistency in tone, clarity, and compliance while simplifying complex regulatory requirements into customer-friendly messaging, in line with Central Bank’s requirements. Additionally drive Customer Education & Awareness initiatives by managing the annual calendar, conducting quarterly and annual surveys to capture customer feedback, and working closely with the CX team to ensure these insights are effectively translated into improved communication and customer experience.

6.           Drive cross-segment product marketing initiatives targeting Existing-to-Bank customers to maximize product penetration and engagement, in coordination with segment teams and agency partners.

7.           Leverage analytics to track performance, optimize campaigns, and improve effectiveness across content, AI initiatives, and cross-sell programs.

8.           Ensure adherence to campaign governance, timelines, and internal approval processes while driving efficient and effective execution.

Multi layered Stakeholders Management

Marketing team:

Work closely with marketing team to gather requirements for customer education content, cross-sell initiatives, and annual planning; ensure alignment on priorities, target segments, and business objectives.

AI & Technology Teams:

Collaborate with AI, Digital, and Technology teams to identify relevant use cases, define requirements, test new platforms, and ensure seamless implementation of AI-led marketing initiatives.

Compliance & Legal:

Partner closely to manage all regulatory communications, ensuring adherence to guidelines while maintaining clarity, consistency, and customer-friendly messaging across all touchpoints.

CXCG Team:

Work in coordination to drive customer education and awareness initiatives, leverage insights from quarterly and annual surveys, and ensure continuous improvement in communication and overall customer experience.

Creative & Media Agencies / In-house Teams:

Manage agencies and internal teams for end-to-end execution of video content,  and communication assets, ensuring high-quality output, brand consistency, and effective delivery.

External Partners & Vendors (as applicable):

Engage with AI/MarTech vendors and content partners to explore new capabilities, enhance reach, and improve effectiveness of marketing initiatives.

Operating Environment, Framework and Boundaries, Working Relationships:

A. Collaborating with Other Functions

• Product & Segment teams for requirements

• AI and Technology teams for platform integration

• Compliance & Legal for regulatory approvals

• Ensure readiness across systems before campaign/content launch

B. People Development

• Drive collaborative working style across teams

• Promote innovation mindset (especially AI-led initiatives)

• Ensure alignment with brand values and customer-first approach

C. Compliance and Risk Management

• Ensure all communications adhere to:

• Regulatory requirements

• Internal compliance policies

• Maintain strict governance over customer communications

D. Remote Working role based in Pakistan.

Problem Solving:

• Strong requirement to be able to handle crisis, and multi-task. 

• Entrepreneurial with strong drive to succeed, with commitment & result orientation

• Creative thinker, strong ideation, good people communicator & relentless operator with attention to detail

Decision Making Authority & Responsibility:

• Content strategy (video & communications)

• AI pilot prioritization and use cases

• Campaign messaging and cross-sell approach

• Drive innovation while ensuring compliance and execution excellence

• Ensure successful delivery of SEO initiatives and stakeholder alignment

Knowledge, Skills and Experience:

• Minimum 10-15 years of relevant marketing experience 

• Strong understanding of brand, digital marketing, content strategy, customer communications and banking products across segments 

• Ability to simplify complex products into clear customer-friendly communication

• Experience working with digital agencies / external partners with strong stakeholder management skill

• Strong analytical mindset with focus on performance tracking 

• Hands-on knowledge of AI tools / MarTech platforms for marketing, automation, and performance enhancement.

• Excellent interpersonal, communication (written and verbal English communication skills), and presentation skills.

• Strong project management and multitasking capabilities.

• Strong expertise in banking products marketing with proven track records

• Deep understanding of business dynamics, profitability and growth drivers

• Leadership skills with the ability to engage and influence senior stakeholders 

• Experience working at a global financial or technology company or collaborating directly or remotely with an international organization in a similar domain would be an added advantage (Experience working for the UAE market would be a plus) 

• Education level: Bachelor’s degree (Post Graduate degree would be a plus)