Lead - Product Marketing

Job Purpose

Reporting to Senior Manager – Product Marketing, the appointee will support the overall marketing initiatives for Mortgages, Ecosystems & Platform Banking, Operations, and Digital Banking (Mashreq Mobile App & Online Banking) for Mashreq UAE; develop & deliver business marketing campaigns, and leverage all marketing aspects such as Digital, Offline, PR & Research to achieve significant results.

Key Result Areas

1. Product Marketing 

• Together with Senior Manager - Product Marketing, work with products team to build marketing strategy for the year, by quarter, in line with business objectives and within budget

• Build comprehensive 360-degree plans for all campaigns across offline & digital

• Develop & execute NTB & ETB campaigns end-to-end from creative development to media planning, roll-out, tracking and optimizing 

• Track the results of all campaigns and perform analysis / learnings for improvements

• Track competitor activities and develop suitable marketing responses

• Manage assigned budgets, vendor accruals & payments in line with Finance policies

• Economic Departments: ensure the required permits for marketing promotions are in place

• Review, revamp and optimize product journey content and customer communication templates to ensure it meets the brand guidelines

2. Digital Marketing 

• Together with Senior Manager - Product Marketing develops digital marketing strategy by identifying customers and their current and future needs (insights driven), tracking changes in supply and demand, and monitoring the competition.

• Plans and executes media plans - social media, web, SEO/SEM and display advertising, database marketing

• Measures and reports performance of all digital marketing campaigns across platforms and deliver identified month-on-month KPIs

• Identifies trends and insights, and optimizes media plan, spend, creatives and performance based on the insights

• Identifies critical conversion points & drop off points, and work with Product team, Technology & Digital Studio to optimizes user funnels.

Operating Environment, Framework and Boundaries, Working Relationships

A. Collaborating with other Functions

• Close collaboration and engagement with key stakeholders - Products, Distribution, Operations, Technology, Finance, Compliance, Analytics and Digital
• Ensure service, operations, backend, fulfillment and tracking are ready before campaign launch
• Collaborate with PR to ensure optimal media exposure on periodic basis
• Demonstrate brand values in everyday life at work
• Collaborate with external partners (vendors/agencies) and ensure driving timely delivery of high quality work 

B. Compliance and Risk Management:

• Comply with compliance with all relevant Operational Risk and Compliance related policies and procedures, covering regulatory, local and group requirements

Problem Solving

Strong requirement to be able to handle issues with short turnaround time & manage multiple stakeholders, multi-task.

Decision Making Authority & Responsibility

A strong candidate is expected to demonstrate superior skills in formulating & implementing marketing campaigns that deliver business results. Needs to be performance driven & able to make sound judgment with high level of ownership / responsibility, and to align all stakeholders towards flawless execution.

Knowledge, Skills and Experience

• Mandatory experience in Digital Marketing and managing performance (ROI) digital campaigns 

• Excellent written and verbal English communication skills, with the ability to articulate ideas clearly, craft compelling messaging, and adapt tone effectively across audiences and channels 

• Strong expertise in banking products marketing with proven track records

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

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

• Proven ability to leverage external agencies & alliance partners to deliver outstanding campaigns

• Proven track record in conceptualizing, developing and executing digital marketing campaigns

• Ability to conceptualize, review and revise marketing content. Copywriting skills would be a plus.

Qualifications

• Relevant years of experience: minimum 4-7 years

• 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