Vice President, Payments, Platforms

Vice President, Payments, Platforms & Ecosystems Marketing, Consumer Banking Group - (WD75939)

Business Function

As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS has a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards and personal loans, to help our customers realise their dreams and aspirations at every life stage. Our financial solutions are not only the best in the business – they were made just right for you.

Job Purpose:

We are looking for a passionate, result driven and seasoned marketing individual who's strong in strategic thinking and with ability to drive collaboration across different business units to spearhead the comprehensive marketing of Payment products such as Paylah and Debit Cards, as well as CBG's Strategic Initiatives and segment. Reporting to the Team Lead of Payment, Channels and Ecosystem, this role leads the strategic end to end development and execution marketing activities to meet business objectives and revenue drivers. This includes working closely with stakeholders from planning to final implementation of acquisition and usage platform programs, including brand awareness, media, social and content marketing campaigns. In addition, he/she will also manage segment marketing, packaging product offerings for target audience within the segment and positioning DBS as the go-to bank for their financial needs. This person will grow DBS' business share against incoming new digital banks and cement our leadership position in consumer banking.

Responsibilities:

• Strategize, plan, develop and execute compelling and comprehensive go to market 360 campaigns across BTL, ATL and offline channels to drive brand awareness, acquisition, usage and engagement goals. Ensure all campaigns are implemented in timely manner across products and segment.
• Able to understand, analyse and use data to drive consumer insights and craft campaign propositions that effectively address consumers' life stages and apply products' CVP to different life stages so that we can develop laser targeting and drive effective marketing strategies.
• Develop experiments for the refinement of campaign propositions to uncover insights and maximise campaign impact and drive business outcomes.
• Plan, manage and update campaign budgets to optimize spend.
• Drive cross-functional collaboration across different teams and projects to drive towards a common outcome. Ability to organize and present clear marketing plans to senior stakeholders.
• Participate in squad discussions to collaborate and provide marketing expertise to enable stakeholders to refine campaign propositions, participate in partnership discussions, review customer use journeys and usage programs to deliver mutually successful outcomes.
• Set up key marketing performance metrics and tracking tools to provide campaign results, analyses and reports.
• Analyse and measure campaign effectiveness through regular tests, experiments and gamification. Generate reports on impact and outcome measurement.
• Safeguard DBS' brand identity by ensuring consistent application across all marketing materials.
• Able to manage and drive common objectives and outcome in cross functional teams, ensuring all members deliver to their fullest potential.

Requirements:

• Bachelor's degree in Marketing, Mass communications and/or Business with at least 10 years of experience in marketing financial consumer products across traditional, social and digital channels. Past experiences in marketing payment banking products will be advantageous. Working experiences with advertising agencies will be added plus.
• A marketer with growth mindset and a strong business acumen and to co-own business targets, budget and delivery for credit cards usage and payment products marketing campaigns.
• Proven track record in running large 360 ATL, OOH, BTL, including digital/social channels. Have ability to leverage Gen AI tools and platforms to support creative and communication content for campaigns and posts.
• Strong in timeline and project management with experience in managing multiple projects, timelines and different expectations across multiple cross functional teams. Excellent ability to translate and structure creative ideas/narrative into business goals.
• Experience in pitching marketing ideas to stakeholders. Excellent communication, presentation and interpersonal skills to manage all levels of stakeholders and colleagues.
• A good blend of creativity, good visual and colour perspectives with strong analytical skills and adept with reading data.
• Able to measure advertising impact and aligning it to business objectives and goals.
• Good hands-on experience in managing and leading multiple agencies, vendors and production houses.