Retail Liabilities Product Campaign Manager

PT Bank SMBC Indonesia Tbk; Jakarta Pusat; On-site; IDR 180,000,000 - 250,000,000; Full time

Job summary

PT Bank SMBC Indonesia Tbk is seeking a CASA campaign lead to develop and execute retail CASA campaigns aimed at acquisition, balance growth, retention, and engagement, with a focus on price-sensitive segments. You will design end-to-end journeys from awareness to retention and work with multiple teams to ensure seamless, compliant execution.

The role requires using data insights and market intelligence to tailor propositions, monitor performance, and drive improvements across the CASA lifecycle

Responsibilities

• Develop and execute retail CASA campaigns to drive customer acquisition, balance growth, retention, and engagement, with a particular focus on price-sensitive customer segments.
• Identify customer needs, behaviors, and market opportunities to develop competitive and compelling campaign propositions that can win customer interest and preference versus alternative banking options.
• Design campaign mechanics, offers, and customer value propositions that balance customer attractiveness, business objectives, and CASA economics.
• Develop end-to-end customer journeys for CASA campaigns, ensuring a seamless and customer-centric experience from awareness, acquisition, onboarding, transaction, funding, to retention.
• Collaborate with relevant stakeholders across Liabilities Management, Product, Marketing, Digital, Branch/Distribution, Analytics, and Operations to ensure effective campaign implementation.
• Monitor market and competitor offerings, particularly pricing, promotional mechanics, and customer propositions, to identify opportunities for differentiation and improve campaign competitiveness.
• Utilize customer data and campaign insights to identify target segments, optimize campaign propositions, and improve campaign effectiveness.
• Establish and monitor key campaign metrics, including new CASA acquisition, incremental CASA balance, retention, activation, customer engagement, campaign ROI, and cost efficiency.
• Conduct post-campaign analysis to evaluate performance, identify customer behavior insights, and translate learnings into future campaign strategies.
• Continuously identify opportunities to improve the customer-first experience across the CASA journey while maintaining alignment with the Bank's liabilities growth strategy.
• Ensure campaigns are executed in accordance with internal policies, governance, risk, and regulatory requirements.

Job description

• Develop and execute retail CASA campaigns to drive customer acquisition, balance growth, retention, and engagement, with a particular focus on price-sensitive customer segments.


• Identify customer needs, behaviors, and market opportunities to develop competitive and compelling campaign propositions that can win customer interest and preference versus alternative banking options.


• Design campaign mechanics, offers, and customer value propositions that balance customer attractiveness, business objectives, and CASA economics.


• Develop end-to-end customer journeys for CASA campaigns, ensuring a seamless and customer-centric experience from awareness, acquisition, onboarding, transaction, funding, to retention.


• Collaborate with relevant stakeholders across Liabilities Management, Product, Marketing, Digital, Branch/Distribution, Analytics, and Operations to ensure effective campaign implementation.


• Monitor market and competitor offerings, particularly pricing, promotional mechanics, and customer propositions, to identify opportunities for differentiation and improve campaign competitiveness.


• Utilize customer data and campaign insights to identify target segments, optimize campaign propositions, and improve campaign effectiveness.


• Establish and monitor key campaign metrics, including new CASA acquisition, incremental CASA balance, retention, activation, customer engagement, campaign ROI, and cost efficiency.


• Conduct post-campaign analysis to evaluate performance, identify customer behavior insights, and translate learnings into future campaign strategies.


• Continuously identify opportunities to improve the customer-first experience across the CASA journey while maintaining alignment with the Bank's liabilities growth strategy.


• Ensure campaigns are executed in accordance with internal policies, governance, risk, and regulatory requirements.

Key Focus Areas :

• 1. CASA Growth Drive sustainable CASA acquisition and balance growth through targeted and commercially viable retail campaigns.


• 2. Customer-Centric Campaign Create campaigns based on customer needs and behaviors, ensuring that propositions deliver clear and relevant value to customers.


• 3. Competitive Proposition Develop compelling campaign mechanics and value propositions that strengthen the Bank's ability to attract and retain price-sensitive customers.


• 4. Customer Journey Own and continuously improve the end-to-end customer journey to create a seamless experience across channels and touchpoints.


• 5. Data & Performance Driven Use customer insights, market intelligence, and campaign performance data to optimize targeting, proposition, and campaign effectiveness.