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The Customer Lifecycle Marketing and Activation Lead will design and implement strategies to optimize the customer journey across all bank products, with a focus on driving engagement, cross-sell, and upsell opportunities. This role will be responsible for creating personalized customer journeys and activation triggers tailored to customer segments, such as expats and UAE nationals, based on their unique needs and relationship with the bank. The ideal candidate will leverage their e-commerce experience to scale marketing efforts through digital, social, and CRM channels, ensuring a seamless and impactful customer experience.

Principal Accountabilities:

1. Customer Journey Design: Develop customer journey maps for different segments (e.g., expats vs. UAE nationals) across the entire lifecycle, including onboarding, engagement, growth, and retention stages.
2. Lifecycle Marketing Strategy: Build and execute lifecycle marketing strategies focused on optimizing the total relationship of customers with the bank. Identify key lifecycle stages and design relevant marketing campaigns and triggers based on customer behaviours and needs.
3. Trigger-Based Activation: Implement automated marketing triggers to activate customers at the right moments, using insights from customer data to drive cross-sell and upsell opportunities across products (starting with credit cards and deposits).
4. Personalization: Customize offers and communication based on customer segment, lifecycle stage, and channel preference. Develop different marketing approaches for expats and UAE nationals, considering relevant cultural and lifestyle factors.
5. Digital and Social Channel Execution: Utilize digital marketing tactics, including email, social media, SMS, and in-app messaging, to engage customers effectively at scale. Work closely with the social media team to ensure content aligns with lifecycle goals.
6. CRM Management: Leverage CRM data to drive marketing strategy, segmentation, and campaign execution. Continuously optimize the use of CRM tools to improve campaign targeting, messaging, and customer segmentation.
7. Performance Tracking: Set KPIs for lifecycle marketing initiatives and measure the impact on customer engagement, conversion, and retention. Regularly report on campaign performance, identifying areas for improvement.
8. Cross-Functional Collaboration: Partner with product, analytics, digital, and customer experience teams to ensure alignment on customer journey initiatives and leverage insights to improve lifecycle marketing strategies.
9. Market Analysis: Stay updated on industry trends, competitor strategies, and emerging technologies in lifecycle marketing and CRM. Apply these insights to improve the bank's customer lifecycle marketing efforts.

Desired Candidate Profile

Education and Experience:

1. Bachelor's degree in Marketing, Digital Marketing, Business, or related field.
2. 7+ years of experience in customer lifecycle marketing, preferably with an e-commerce background.
3. Proven expertise in using digital and social channels for customer engagement and activation at scale.
4. Experience with CRM systems and tools for customer segmentation and campaign execution.
5. Strong analytical skills with the ability to derive insights from data and apply them to marketing strategies.
6. Expertise in MarTech tools and platforms, including CMS, CRM systems, and analytics tools.