Lead - Digital Acquisition - Bank

Give below position details with a Leading Bank :

Job Title - Lead - Digital Acquisition

Grade - VP & Above

Place of work - BKC Mumbai

Business Unit - Data & Analytics

Function - CX

Job Purpose :

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

- Setup and structure the DA analytics team with clear responsibilities

Roles & Responsibilities :

- Work on model build, strategy, measurement and analytics across :

Desirable customers identification :

- Build look alike models using ML/AI to identify target audience across ETB; coordinate with other analytics teams to identify target customer for model development and refits

- 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 behavioural economic campaigns / nudges for various cohorts

- Design remarketing strategies

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