Head of Retail Marketing.MCG - Marketing and Communications Group

Key Result Areas

• Determine & implement go-to-market marketing strategies across all segments & products / services to grow market share, boost sales, increase brand awareness, and meet revenue goals in UAE & Pakistan

• Design positioning, messaging architecture & marketing plans across Retail products & services offering

• Developing impactful, multi-channel marketing strategies with a customer-first mindset to attract new customers and drive engagement and loyalty through Google, social media channels & web with content marketing, email, organic and paid traffic, mobile marketing, ASO, video, affiliates, and PR

• Plan & implement all segments & products / services overall digital marketing strategy

• Forecast digital sales performance trends and increase acquisition numbers across markets & segments

• Monitor and track marketing strategies against key performance indicators & business metrics to increase performance and lower costs – acquisition vs CPA

• Analyze data and insights to optimize campaigns across all segments

• Design marketing initiatives to drive high-level of engagement, loyalty & life time value for Existing to Bank customers

• Monitor direct competitors & track marketing, and researches consumer behavior to grow customer demand for products and services.

• Develop and implement marketing strategy to enhance customer experience and governance framework aimed to improve the customers’ experience across all touchpoints

• Oversee & manage marketing budget and scheduling expenditures.

• Set a strong marketing team, processes & policies in new markets

• Launch Retail offering in new Markets

Operating Environment ,Framework and Boundaries, working Relationships

• Mashreq is a challenger bank & an aggressive marketeer, this position has key responsibility to promote a culture of innovation & Customer Experience.

• Working with all Retail Business Heads,Digital Studio Head and Customer Experience Head

Problem Solving

• Being a strategic role, this job requires ability to think out-of-the-box both in terms of marketing strategy, people management and digital marketing paradigm shifts.

• Understanding detailed customer needs in terms of products / distribution through research and behavioural analysis.

• Ability to adjust thinking to ever evolving situations, to overcome habits and to see things & opportunities in a fresh way

• Being able to traverse a broad spectrum from strategic to tactical is key

• Ability to work under Agile framework - collaborate across businesses, Digital Studio teams & CX to achieve business goals

Decision Making authority and Responsibility

• Setting up marketing strategy across Retail segments, products & services.

• Determining acquisition targets & CPA for segments and launch of new initiatives.

Knowledge, Skills and Experience

• 12+ years of banking experience or 23+ years exception experience in another marketing field, incorporating B2C & B2B digital marketing, analysis and leadership responsibilities.

• Familiarity with bank’s operations, sales and support environments, and strong customer focus.

• Entrepreneurial, strong profit orientation, effective team leader

Experience building innovative and agile teams and coaching them to their full potential