Manager, Performance Marketing

Roles & Responsibilities

The purpose of this role is to enable the Bank to drive Digital Sales & Marketing
through Performance Marketing across all paid, owned and earned channels.

The role will be accountable for designing and driving the Performance Marketing
agenda working closely with product stake holders and branch sales people.

Drive Performance marketing strategy which drive measurable lift on digital sales &
Banks goals.

Requires outstanding stakeholder management and knowledge of performance

marketing across all digital channels, paid media, data and digital analytics tools,
SEO, AdTech and MarTech, campaign management tools and capabilities. Extensive
knowledge of marketing performance management, paid media buying processes
and tools is a pre-requisite, with hands-on experience with running marketing
campaigns.

• Design and implement a performance marketing initiatives, driving execution of

attribution modelling, reviewing and streamlining processes, and Performance
Marketing optimisation, reviewing governance, defining clear roles and
responsibilities within the design and execution of performance marketing
initiatives

• Provide guidelines, best practices, and recommendations to agency to optimise

Paid media budgets, Conversion rates and Performance across digital channels and
platforms within the sales funnel and deliver sales uplift, supporting ideation and
prioritisation of performance marketing optimisation initiatives. Build and maintain
toolkits, tests libraries to optimise marketing performance and keeping up-to-date
with global best practices, innovations and tech developments within the
performance marketing space in order to continuously innovate and drive superior
marketing performance

• Partner with Data, Technology, MarTech stakeholders in charge of building

capabilities (in particular Digital Analytics, Test & Target, DMP tools) to ensure
alignment and prioritization of capability building with business needs
• Partner with agencies to ensure alignment and prioritization of performance
marketing initiatives and media buy processes with business priorities

• Collaborate with data analytics and digital stakeholders to ensure comprehensive

mapping of touchpoints across digital platforms and channels in order to map
granular end-to-end digital sales funnel performance

• Design dashboards, measurement and reporting tools to track granular

performance across all steps of the digital sales funnel, by channel, campaign, ad
set, click source including analytics, heatmaps, customer journey mapping.

• Create standard reporting and business insights for measurement and

assessment of performance

• Design measurement methodology to support prioritisation of testing initiatives

and assessment of outcomes of the tests and campaigns using statistical
significance, control groups, etc.

• Support the design and implementation of page tagging, configuration of testing

and targeting campaigns, and report construction

• Design and implement performance marketing framework and methodology,

reviewing and updating playbooks to drive performance marketing across all
channels by using MarTech stack and tools available, to be delivered within an agile
operating model, including management of Search (SEO/SEM), Display, Social,
Aggregators, Affiliates, Partners, KOLs, as well as ongoing management of online
conversion rate optimisation

• Develop and implement clear structures of accountability to ensure clear

oversight / supervision / decision making to deliver performance optimization
initiatives

• Design and disseminate guidelines and best practices to identify and execute
performance marketing initiatives across channels, including SEO, SEM, Display,
Social, Video, Aggregators, Affiliates, Partners, KOLs, etc.

• Run regular assessment and review of performance, providing them with advice
and recommendations to optimise performance across all digital channels

• Identify new concepts and innovative technologies to seamlessly acquire and

nurture customers, tailoring them to markets and segments.
• Be an advocate for investment in transformational initiatives (e.g. building
Marketing Technology capabilities, standardizing digital sales measurement) that
drive digital sales and marketing volumes and efficiency, collaborating with the
Bank’s stakeholders to deliver them

• Collaborate with a range of partners, e.g., MarTech, Data Analytics, Web

Management, Online/Mobile platforms, Digital Banking, Brand & Marketing,
Marketing agencies, Legal, Compliance, Security, in order to prioritise capability
building and ensure access to the right tools and support to deliver execution of
Performance Marketing

• Collaborate with a Brand & Marketing and Digital partners and agencies to align
Performance Marketing actions with overall Brand & Marketing agenda and drive
synergies and best practices sharing amongst campaigns and Segments

Regulatory & Business Conduct

• Display exemplary conduct and live by the Bank's Values and Code of Conduct.

• Take personal responsibility for embedding the highest standards of ethics,

including regulatory and business conduct.

• Effectively and collaboratively identify, escalate, mitigate and resolve risk, conduct
and compliance matters.

Requirements:

• Graduate degree

• 5+ years of experience in running performance marketing through digital

agencies; i.e., partnered closely with Agile development teams

• Expert knowledge of Paid Media tools, including DMP, DSP, Ad servers, Bidding
tools

• Expert knowledge in all Paid media channels, including Search, Programmatic

Display, Affiliates, Aggregators, Social Media

• Expert knowledge of digital marketing principles such as funnel optimization UX,

SEO & Landing Page optimization & experience in running A/B tests for campaigns
and deriving customer insights a major plus
• Deep experience in planning and buying of display media, building campaigns,
implementing bidding strategies. Experience with programmatic buying a plus

• Experience collecting/analysing data and generation actionable insights using

analytics and campaign management programs, e.g., Google Analytics, Adobe,
DoubleClick Campaign Manager

• Knowledge of optimization and campaign management systems, e.g., CMS, Tag

Management, Atlas, Adobe Analytics, Google Analytics, Adobe Target, Adobe
Audience Manager

• Working Knowledge of other analytics and data visualization tools, including

Google Analytics, Google Trends, Google Data Studio, Tableau, Adobe Analytics,
Event Tracking and Tagging (Google Tag Manager, Adobe Launch)

• Ability to understand the key business objectives and create a Media optimisation
and measurement strategy with strong focus on online sales growth.