Head of Retail Marketing

Mashreqbank PSC; United Arab Emirates; On-site; AED 300,000 - 450,000; Full time

Job summary

A leading financial institution is seeking a Senior Marketing Leader to develop and implement comprehensive marketing strategies across multiple segments and products in the UAE and Pakistan. The ideal candidate will have significant experience in B2C and B2B digital marketing, strong leadership skills, and a proven track record of enhancing customer engagement and loyalty. This role demands innovative thinking and the ability to navigate agile environments while managing significant budgets and strategic initiatives.

Qualifications

• 12+ years of banking experience or 23+ years in a marketing field.
• Strong entrepreneurial spirit with profit orientation.
• Ability to lead and develop effective teams.

Responsibilities

• Implement go-to-market marketing strategies.
• Design marketing plans across product offerings.
• Drive customer engagement and loyalty.

Skills

B2C digital marketing

B2B digital marketing

Leadership

Data analysis

Customer focus

Job description

Key Result Areas

• Determine & implement go-to-market marketing strategies across all segments & products / services to grow market share, boost sales, increase brand awareness, and meet revenue goals in UAE & Pakistan
• Design positioning, messaging architecture & marketing plans across Retail products & services offering
• Developing impactful, multi-channel marketing strategies with a customer-first mindset to attract new customers and drive engagement and loyalty through Google, social media channels & web with content marketing, email, organic and paid traffic, mobile marketing, ASO, video, affiliates, and PR
• Plan & implement all segments & products / services overall digital marketing strategy
• Forecast digital sales performance trends and increase acquisition numbers across markets & segments
• Monitor and track marketing strategies against key performance indicators & business metrics to increase performance and lower costs – acquisition vs CPA
• Analyze data and insights to optimize campaigns across all segments
• Design marketing initiatives to drive high-level of engagement, loyalty & lifetime value for Existing to Bank customers
• Monitor direct competitors & track marketing, and researches consumer behavior to grow customer demand for products and services
• Develop and implement marketing strategy to enhance customer experience and governance framework aimed to improve the customers’ experience across all touchpoints
• Oversee & manage marketing budget and scheduling expenditures
• Set a strong marketing team, processes & policies in new markets
• Launch Retail offering in new Markets

Operating Environment, Framework and Boundaries, working Relationships

• Mashreq is a challenger bank & an aggressive marketeer; this position has key responsibility to promote a culture of innovation & Customer Experience.
• Working with all Retail Business Heads, Digital Studio Head and Customer Experience Head
• Problem Solving — Being a strategic role, this job requires ability to think out-of-the-box both in terms of marketing strategy, people management and digital marketing paradigm shifts.
• Understanding detailed customer needs in terms of products / distribution through research and behavioural analysis.
• Ability to adjust thinking to ever evolving situations, to overcome habits and to see things & opportunities in a fresh way
• Being able to traverse a broad spectrum from strategic to tactical is key
• Ability to work under Agile framework - collaborate across businesses, Digital Studio teams & CX to achieve business goals

Decision Making authority and Responsibility

• Setting up marketing strategy across Retail segments, products & services.
• Determining acquisition targets & CPA for segments and launch of new initiatives.

Knowledge, Skills and Experience

• 12+ years of banking experience or 23+ years exception experience in another marketing field, incorporating B2C & B2B digital marketing, analysis and leadership responsibilities.
• Familiarity with bank’s operations, sales and support environments, and strong customer focus.
• Entrepreneurial, strong profit orientation, effective team leader
• Experience building innovative and agile teams and coaching them to their full potential

Responsibilities

• Determine & implement go-to-market marketing strategies across all segments & products / services to grow market share, boost sales, increase brand awareness, and meet revenue goals in UAE & Pakistan
• Design positioning, messaging architecture & marketing plans across Retail products & services offering
• Developing impactful, multi-channel marketing strategies with a customer-first mindset to attract new customers and drive engagement and loyalty through Google, social media channels & web with content marketing, email, organic and paid traffic, mobile marketing, ASO, video, affiliates, and PR
• Plan & implement all segments & products / services overall digital marketing strategy
• Forecast digital sales performance trends and increase acquisition numbers across markets & segments
• Monitor and track marketing strategies against key performance indicators & business metrics to increase performance and lower costs – acquisition vs CPA
• Analyze data and insights to optimize campaigns across all segments
• Design marketing initiatives to drive high-level of engagement, loyalty & lifetime value for Existing to Bank customers
• Monitor direct competitors & track marketing, and researches consumer behavior to grow customer demand for products and services.
• Develop and implement marketing strategy to enhance customer experience and governance framework aimed to improve the customers’ experience across all touchpoints
• Oversee & manage marketing budget and scheduling expenditures.
• Set a strong marketing team, processes & policies in new markets
• Launch Retail offering in new Markets

Qualifications

• 12+ years of banking experience or 23+ years exception experience in another marketing field, incorporating B2C & B2B digital marketing, analysis and leadership responsibilities.
• Familiarity with bank’s operations, sales and support environments, and strong customer focus.
• Entrepreneurial, strong profit orientation, effective team leader
• Experience building innovative and agile teams and coaching them to their full potential