Head/Lead - Digital Acquisition

Description:

Job Title Head / Lead - Digital Acquisition

Place of work BKC Mumbai

Job Purpose:

- Work closely with Head of DA / BH of various Products on strategies to leverage data science / analytics to drive customer acquisition

Roles & Responsibilities :

- Work on model creation, strategy, measurement and analytics across

- Work with vendor leveraging social media to finalize NTB target audience

- Create cohorts of customers for various campaigns

- Campaign analytics / Measurement

- Monitor CAC of various paid marketing sources

- Define metrics for appropriate attribution

- Monitor conversion funnels to ensure early identification for issues

- Assess impact of UI/UX changes

Campaign creation / content creation:

- Experimental campaigns: Design several behavioral economic campaigns / nudges for various cohorts

- Design remarketing strategies

Social listening:

- Define a data backed strategy for engagement of the bank

- Leverage LLMs to identify relevant topics of concerns in competition

Generative AI hacking:

- Working with technical / content team to create relevant content that feeds to GenAI most effectively

Optimization:

- Budget optimization regular optimization for allocating budget in the most optimized / efficient way

- Develop recommendation engine to define most optimal path for various cohorts

- Strategize to maximize conversion based on experimental campaigns

Business Results:

- Help the user in driving their KPIs by timely execution on monitoring dashboard, pro-active program roll outs, assisting launch of new product, features, and projects.

- Share best practice of one unit in others to ensure seamless replication of Centre of Excellence is done within analytics

Risk, Controls & Conduct:

- Ensure error free execution and seamlessly follow a documented process for execution.

- Ensure data is shared only with required and authorized users

- Before sharing of any data (customer sensitive) ensure data governance policies are adhered.

- Enable transparency by communicating the impacts of changing market, credit, reputational and/or finance risks and through regular maintenance of updates to policies / procedures