AI Marketing & Creative Lead

بنك البحرين الوطني; Capital Governorate; On-site; BHD 12,000 - 18,000; Full time

Job summary

National Bank of Bahrain is seeking a Retail Digital Marketing professional to manage and optimize digital assets across website, mobile apps, internet banking, direct communications, digital screens and social media.

The role focuses on AI-powered content, customer engagement, digital campaign execution and social listening to boost digital adoption and strengthen retail banking objectives while collaborating with internal teams and external partners.

Qualifications

• Bachelor's degree in Marketing or Business Administration required.
• Master's degree preferred.
• Minimum 3-4 years of practical experience in a bank or similar function.

Responsibilities

• Develop and implement digital marketing strategies for Retail Products, Cards and Services promotions.
• Collaborate with stakeholders to plan campaigns, content, and promotions.
• Analyse voice of customer to inform loyalty and product portfolio.
• Manage digital channels including website, apps, emails, social media, and digital screens.
• Ensure brand standards and AI-powered content align with objectives.

Skills

Digital marketing

Customer experience

Campaign management

Social media

Education

Bachelor's degree in Marketing or Business Administration

Master's degree in Marketing or Business Administration

Tools

AI content tools

Marketing automation

Social listening tools

Job description

Job Purpose

The role holder is responsible for managing and optimizing NBB's Retail customer-facing digital assets including the website, mobile applications, internet banking, direct communications, digital screens and social media platforms. The role also supports the development of AI-powered marketing content, customer engagement initiatives, digital campaign execution, social listening, customer insight generation and performance analysis to enhance customer engagement, increase digital adoption and support Retail Banking business objectives while working closely with internal stakeholders and external partners.

Key Responsibilities

Retail Marketing

• Work closely with the Retail Marketing team in order to devise strategies and action plans to transform the Bank into a highly digitized organization.
• Collect and analyse voice of customer in the context of product, service and customer experience as it is a vital in shaping loyalty, segmentation, proposition development and building the product portfolio.
• Assist in defining the digital marketing strategy master plan, tactic and schedule for Retail Products, Cards and Services' Promotions and Sales Support initiatives.
• Develop the retail digital marketing budget, handling the allocation of budget across business objectives efficiently.
• Develop retail digital content and campaigns for product awareness, financial advisory, sales and seasonal offerings.
• Seek ways to improve marketing effectiveness and the product and service portfolio through application of new technology.
• Ensure new product and service launches are delivered efficiently, timely and successfully to support the achievement of business objectives with adequate marketing strategies.
• Work with key stakeholders to support the delivery of business objectives including but not limited to: retail products, digital marketing, customer relationship management, brand management, branch network, strategic accounts and corporate communications team.
• Ensure digital campaigns have matrices and Key Performance Indicator (KPIs) aligned to bank goals pre-campaign and monitor post campaign launch, report on key success strategies and improvement tactics.
• Collaborate with the retail team to manage the retail social media coverage, Website, Direct Short Message Service (SMS), Direct Email, and bank digital screens and digital offline locations.
• Manage the preparation of competitive marketing assessment against local/and international key players in the digital marketing space.
• Act as a retail customer user experience and user interface manager for digital channels communications including but not limited to: visuals, audio, tone of voice control, and process turnaround time advisory.
• Assist the department head in the selection and hiring process of third-party marketing agencies.
• Work directly with the banks marketing agency partners in the creation and delivery of great digital products and customer experiences focusing on design, user experience and content.
• Ensure brand standards and identity guidelines are adhered to while developing digital communications/content.
• Develop and manage in-house digital creative assets utilizing AI-powered content creation tools to support Retail Banking campaigns, including Digital Banking products and services, Points loyalty offers, merchant promotions, customer acquisition initiatives and other retail marketing activities.
• Create, adapt and optimize digital marketing content across social media, websites, email, mobile banking, internet banking and digital screens, ensure content remains relevant, engaging, brand-compliant and aligned with business objectives.
• Leverage emerging AI and marketing automation technologies to improve content production efficiency, personalization, campaign effectiveness and customer engagement.
• Support the planning, execution and promotion of customer engagement initiatives including campaigns, competitions, raffles, loyalty activations, merchant offers and special events designed to drive customer participation and strengthen customer relationships.
• Provide marketing support across broader Retail Banking initiatives and projects assigned by Retail Marketing management.

Customer Experience & Value Proposition

• Support the launch and continuous improvement of a customer loyalty marketplace leveraging on latest technologies to reward NBB clients for their banking behavior in order to build a strong relationship with the clients and improve their brand satisfaction.
• Drive customer awareness of digital banking channels through training, awareness and building advocacy.
• Support executing the partner's special promotions and treatments on website, emails and within loyalty programs. In charge of ensuring they are valid.
• Devise mechanisms to collect "voice of customer" and analyse customer behaviour. Intimately understand the Bank's business model and customer expectations in order to spot opportunities for developing new and innovative digital platforms.
• Continuously strive to increase the Bank's "share of wallet" in preferred customer segment.
• Conduct social listening and digital engagement analysis across social media, digital banking channels and other customer touchpoints to identify customer sentiment, emerging trends, customer needs and potential risks or opportunities.
• Monitor and analyze digital marketing performance, customer engagement metrics, online behavior patterns and campaign effectiveness, providing actionable recommendations to improve customer experience and campaign outcomes.
• Prepare regular engagement, sentiment and customer insight reports highlighting key trends, opportunities, competitive activity and recommendations for Retail Banking stakeholders.
• Identify opportunities to increase customer adoption and engagement of Digital Banking services through data-driven insights and targeted engagement strategies.

Qualifications & Experience

• Bachelor's degree in Marketing, or Business Administration, or a related discipline is required.
• Master's degree in Marketing, or Business Administration, or a related discipline is preferred.
• Minimum 3-4 years of practical experience in a bank or same or similar function.