Senior Manager - Go-to-Market & Client Growth

Job Purpose:

The Senior Manager, Go-to-Market & Client Growth is responsible for developing and executing marketing strategies that support growth across Corporate Banking client segments and priority business propositions.

The role translates business, client and product priorities into integrated go-to-market programmes that support account penetration, relationship deepening, product adoption and revenue opportunities. Working closely with Product, Sales, Analytics and Marketing teams, the role uses client, market and business insights to identify opportunities, develop differentiated propositions, drive campaign delivery and deliver measurable commercial outcomes.

The role leads go-to-market and client growth activity across priority Corporate Banking segments and markets, ensuring marketing activity is aligned with business priorities and client needs.

Key Result Areas:

•  Develop go-to-market strategies aligned with Corporate Banking business priorities and commercial objectives.

•  Lead go-to-market planning for priority propositions, products and client segments, defining target audiences, value propositions, messaging, activation approach and success measures.

•  Design targeted programmes that support monetisation of Corporate Banking clients and deepen existing relationships through increased engagement, cross-sell and product adoption.

•  Establish and manage the corporate banking go to market framework, bringing together business priorities, client segmentation, propositions, channels, sales activation and measurement into a consistent approach across priority markets. 

•  Partner with Analytics and business teams to identify priority client segments, behavioural signals and commercial opportunities, translating insight into actionable marketing programmes.

•  Develop actionable client segmentation and personas to improve targeting, relevance and campaign effectiveness.

•  Translate complex banking products and capabilities into clear, differentiated client propositions and messaging that reinforce Mashreq's value to clients.

•  Provide client and market insight on trends, competitor activity and evolving needs to inform marketing, product and business priorities.

•  Partner with wider Marketing teams to develop client-facing and sales-enablement assets, including propositions, pitch materials, case studies, thought leadership and digital content.

•  Coordinate integrated campaign delivery across Marketing, Product, Sales, CX and relevant external partners.

•  Establish KPIs for go-to-market and client growth programmes, monitor effectiveness and ROI, and optimise activity based on performance.

•  Lead and develop the team, setting clear priorities, performance expectations and quality standards.

Operating Environment, Framework and Boundaries, Working Relationships:

•  Operates within a complex, multi-market B2B banking environment requiring coordination across multiple functions and stakeholders.

•  Works closely with Corporate Banking leadership, Product, Sales, Analytics, CX, Digital and wider Marketing teams.

•  Builds effective relationships with senior internal stakeholders and external partners to translate commercial priorities into marketing programmes.

•  Manages allocated marketing resources and budgets in line with agreed business priorities and governance requirements.

Problem-Solving:

Strong ability to gather input and drive execution from various cross-functional teams.

Ability to balance work approach in a complex and fast-paced environment

Ability to identify a problem, challenge the status quo, ideate on a solution and drive execution.

Decision-Making Authority & Responsibility:

•  Own recommendations relating to go-to-market strategy, audience prioritisation, campaign design and marketing investment within agreed governance.

•  Prioritise marketing activity based on business opportunity, client relevance and expected commercial impact.

•  Manage allocated budgets and resources, track effectiveness and ROI, and recommend optimisation based on performance.

•  Establish performance measures for programmes and provide recommendations to senior business and marketing stakeholders.

Knowledge, Skills and Experience:

•  10+ years' experience in B2B, commercial, strategic or go-to-market marketing, preferably within banking, financial services, payments or another complex B2B environment.

•  Demonstrated experience developing go-to-market strategies and translating business objectives into measurable marketing programmes.

•  Strong understanding of B2B client development, relationship deepening, cross-sell and product adoption.

•  Experience using client, market and business data to identify segments and commercial opportunities.

•  Strong commercial orientation with the ability to connect marketing activity and investment to business outcomes.

•  Ability to translate complex products and capabilities into differentiated propositions and compelling client narratives.

•  Strong stakeholder management skills with experience working across Product, Sales, Analytics and Marketing functions.

•  Demonstrated experience leading teams and managing agencies or external partners.

•  Strong strategic communication and presentation skills.

•  Ability to operate independently and effectively within a fast-paced, matrixed and multi-market organisation.