Campaign Head - BFSI

Key Objectives and responsibility areas

Client Lifecycle Management - Lead the digital BTL engagement strategy and initiatives using Digital Martech platforms to engage clients across their lifecycle from acquisition, activation, deepening to retention

P&L Management - Own the P&L for the campaign management unit

Revenue - Devise the strategies to deliver target contribution to revenue - Support the business units to deliver their revenue objectives by generating digital unassisted sales as well as through generation of client leads for acquiring and activating new clients as well as increasing usage and product holding in existing clients

Martech Stack - Build, leverage & enhance martech capabilities to deliver personalised and contextual campaigns to meet the above objectives using push channels like email / SMS / Mobile Notifications as well as real time digital channels like Web / Net & mobile. Own all related projects and the campaign datamart.

Team & Stakeholder management - Lead a team of Program Managers to engage with senior stakeholders across multiple client segments / products and digital channels including HNI / Mass / NR, Credit & Debit Cards, PL etc and deliver campaign results in line with their respective business objectives. Manage relationships with internal stakeholders including IT,

Campaign performance - Work closely with the Analytics team to identify segments-microsegments using customer insights and propensity modelling with the objective of improving campaign response. Leverage A/B testing to optimise campaign response

Client Contact Policy - Own and optimise the client contact policy to ensure the right balance between business/campaign objectives and client engagement. Ensure that all initiatives & communication are compliant with regulation

Trigger based & real time framework - To conceptualise and deliver a trigger based / real time framework to engage clients by understanding their needs & requirements based on behaviour

Marketing - Work closely with the Marketing team to improve the performance of creatives using Personas and response data and ensure that all communications are aligned to the brand guidelines

Vendor Management - Own the relationships with various martech vendors and ensure that delivery is as per agreed performance levels and operational SLAs

KPIs:

- Absolute Revenue vs Targets & % contribution generated via campaigns

- ROI / Efficiency - Revenue vs Cost

- No of campaign leads / responses generated - cost per conversion

- Campaign Upstream & downstream metrics

- Client reach

Candidate requirements - Key Competencies | Preferred experience & qualifications:

- BE / MBA

- 15 years+

- Banking / BFSI / Fintech preferred

- P&L delivery experience

- Domain expertise in D2C digital marketing - deep understanding of client behaviour in the banking / financial domain in a digital context as well. Experience in branding / customer communication a plus

- Data oriented leader with significant experience running performance based digital marketing

- Has a keen appreciation and understanding of Analytics as a key contributor and driver of campaign performance

- Martech Experience of having managed Campaign Management for a major corporation using an enterprise Campaign Management System viz UNICA / Acoustic / Adobe / Salesforce / Mobile Engagement platforms etc. Aware of the new development & key trends in the martech space

- Proven experience in building & leading teams

- Strong ability to influence and work with stakeholders

- Excellent communication, presentation and language skills