KEY RESPONSIBILITIES
Re-Targetting - Digital Chase & Cross-sell - through e-mail, SMS, WhatsApp and Web push notification
- Develop impactful chase communication basis consumer insights & business context for both savings and protection business
- Conceptualize, build and optimize chase communication for micro-segments (women/smokers/affluent)
- Contextual, occasion based, new launch information and other best practices comms to revive and engage with abandoned customers
- Analyze campaign performance along sharply defined metrics, monitor and optimize the campaigns, refurbish communication with new sales pitches and thematic campaigns in line with brand campaigns
- Identify opportunities to build cross-sell communication to power topline through existing customers
Customer Journey communication - CRM & Website
- Build engaging and informative content for prospects in their purchase journey to help them navigate conveniently and effectively through website
- Build and optimize stage-wise buying journey/Onboarding journey communication via email, SMS, WhatsApp
Partner Direct 2 Customer (D2C) communication & Campaign support
- Build co-branded communication for leading bank partner in line with partner brand guidelines and Campaign thematic
- Analyze campaign performance along sharply defined metrics, monitor and optimize the campaigns
Manage Digital Agencies & Partners
- Mentor, manage and handhold agency partners to deliver a seamless, unified communication deployment in line with business objectives; empower agencies with comprehensive, insightful briefs
Compliance and Regulatory
- Liaise with compliance for regulatory approvals on creative and communication
Key competencies/skills required
- Email Marketing Communication
- WhatsApp & SMS marketing
- Digital Campaign management/ Camping management Tools
- Campaign analytics
- BFSI Domain Knowledge preferred
- Understanding of consumer purchase & on-boarding journeys
- Project Management
- Digital marketing tools; Martech tools
Key Performance Metrics
- Creative Efficacy Impact - Open rates, Click Rates, Engagement Rates
- Last Click Assisted Sales - Communication Engine
- Buying journey Net Promoter Score (through multiple funnel stages)
- Partner D2C Campaign outcomes/Feedback
- Audit Rating - Adherence to Advertising guidelines
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