Vice President, Payments, Platforms & Ecosystems Marketing, Consumer Banking Group

DBS Bank; Singapore; On-site; SGD 100,000 - 120,000; Full time

Job summary

A leading financial institution in Singapore is seeking a passionate marketing professional to lead initiatives for Payment products. The role involves orchestrating comprehensive marketing campaigns, utilizing data analytics for consumer insights, and managing cross-functional teams. Ideal candidates have over 10 years of experience in financial consumer product marketing, with a strong emphasis on digital channels and project management.

Qualifications

• At least 10 years of experience in marketing financial consumer products.
• Experience in marketing payment banking products is advantageous.
• Proven success in managing large-scale 360 ATL, OOH, BTL campaigns.

Responsibilities

• Develop and execute go-to-market campaigns to enhance brand awareness.
• Utilize data analytics to craft targeted campaign propositions.
• Manage and optimize campaign budgets for maximum efficiency.

Skills

Data analytics

Project management

Stakeholder management

Creative mindset

Analytical skills

Education

Bachelor’s degree in Marketing, Mass Communications, or Business

Tools

Gen AI tools

Job description

Business Function

As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realize their dreams and ambitions. As a market leader in consumer banking, DBS offers a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards, and personal loans, tailored to support our customers at every life stage.

Job Purpose: We are seeking a passionate, results-driven marketing professional with strong strategic thinking skills and the ability to foster collaboration across business units. This role will lead comprehensive marketing initiatives for Payment products such as Paylah and Debit Cards, as well as CBG’s Strategic Initiatives and segments. Reporting to the Team Lead of Payment, Channels, and Ecosystem, the successful candidate will oversee end-to-end development and execution of marketing activities aligned with business objectives and revenue growth. This includes working closely with stakeholders on planning and implementing acquisition and usage platform programs, brand awareness campaigns, media, social media, and content marketing efforts. Additionally, the role involves managing segment marketing, packaging product offerings for target audiences, and positioning DBS as the preferred bank for their financial needs. The goal is to grow DBS’s market share against new digital banks and reinforce our leadership in consumer banking.

Responsibilities:

1. Develop and execute comprehensive go-to-market campaigns across BTL, ATL, and offline channels to enhance brand awareness, acquisition, usage, and engagement. Ensure timely implementation across products and segments.
2. Utilize data analytics to derive consumer insights and craft targeted campaign propositions that address consumers’ life stages, applying product CVPs effectively to drive marketing strategies.
3. Design experiments to refine campaign propositions, uncover insights, and maximize impact to achieve business outcomes.
4. Manage and optimize campaign budgets for maximum efficiency.
5. Coordinate cross-functional teams and projects, presenting clear marketing plans to senior stakeholders.
6. Participate in squad discussions, providing marketing expertise to refine campaign propositions, review customer journeys, and ensure mutually successful outcomes.
7. Establish key marketing performance metrics and tracking tools, providing regular reports on campaign results and analyses.
8. Evaluate campaign effectiveness through testing, experiments, and gamification; generate impact and outcome reports.
9. Maintain brand consistency across all marketing materials to safeguard DBS’s brand identity.
10. Lead and motivate cross-functional teams to achieve shared objectives, ensuring high performance from all members.

Requirements:

• Bachelor’s degree in Marketing, Mass Communications, or Business, with at least 10 years of experience in marketing financial consumer products across traditional, social, and digital channels. Experience in marketing payment banking products is advantageous. Experience working with advertising agencies is a plus.
• A growth-minded marketer with strong business acumen, capable of co-owning business targets, budgets, and campaign delivery for credit cards and payment products.
• Proven success in managing large-scale 360 ATL, OOH, BTL campaigns, including digital and social media. Ability to leverage Gen AI tools for creative and communication support.
• Excellent project management skills, with experience handling multiple projects and expectations across cross-functional teams. Ability to translate creative ideas into business goals.
• Strong presentation and stakeholder management skills, with the ability to pitch ideas effectively.
• A creative mindset with good visual and color sense, complemented by analytical skills and data literacy.
• Experience in measuring advertising impact and aligning it with business objectives.
• Hands-on experience managing multiple agencies, vendors, and production teams.