Senior Manager - EMI Card Stimulation & Activation - BFSI

Sr. Manager - EMI Card Stimulation & Activation

Duties :

- Own and drive the Demand side of EMI cards

- Build the EMI card into a preferred card for usage for all products covered

- Responsible for the Activation and Usage metrics of all segments and variants of EMI card

- Responsible for the PPC metric of EMI cards

- Drive EMI card's share of (customer) wallet

- Define, drive & monitor stimulation & activation programs for EMI card customer franchise

- Own the brief to drive segmentation principles, understand segment behavior basis past purchases and manage targeting campaigns in close co-ordination with Analytics

- Design and drive lifec-ycle based stimulation framework across all customer touch points (From Welcome Kit to Website, from SOA to Transactional communications) to continuously improve lead metrics of Awareness & Consideration

- Work with CIF Manager and Product team to ensure relevant offer generation for EMI Card franchise

- Design and run daily stimulation campaigns for EMI cards

- Work closely with Marketing to ensure optimization between governance framework compliance and stimulation volume for EMI card base

- Responsible for continuous engagement with Marketing, Analytics and Product teams to drive campaign efficiency metrics. Own the ongoing interventions pipe to build efficiency driving capabilities

- Ensure offer & stimulus match with target segment for all campaigns

- Develop robust communication process with customers to create sales as well as customer engagement

- Ensure continuous monitoring of all Activation & Usage campaigns, publish MIS and by Product Category/Retail ecosystem

- Enhance customer engagement through merchandising offers and direct marketing campaigns

- Monitor and optimize customer attrition

- Designing systems and matrices to enhance overall productivity and profitability

Qualifications :

- Should have a MBA / Post Graduate Degree with 6-8 years of work experience

- Should have excellent understanding and experience in using campaign management platforms & tools

- Should understand Stimulation as both Science and as an Art

- Should have proven track record in activation of a credit card franchise

- Prior ARU experience in Financial Services / Credit card Industry would be an added advantage

- Should have excellent communication & analytical skills along with strong presentation and data analytics skills

- Should have excellent Team Management & Interpersonal Skills

- Exceptionally high motivational levels and being a self-starter are essentials