Head of Digital Marketing & Social Media
تفاصيل الوظيفة
Job Purpose: We are seeking a strategic leader to elevate our digital marketing and social media efforts, building a compelling brand presence that goes beyond acquisition to foster strong customer relationships, brand affinity, and top-of-mind recall. This role will be responsible for designing innovative digital experiences that reflect the bank's values and amplify our brand across channels, while also driving targeted acquisition and measurable performance outcomes. The ideal candidate will be a brand storyteller and data-driven strategist with a strong understanding of digital ecosystems, who can translate our brand story into impactful digital and social content and use performance marketing to support our growth. Principal Accountabilities:
- Digital Strategy and Brand Amplification
- Develop a comprehensive digital and social media strategy aligned with the bank's brand vision, prioritizing engagement and brand-building alongside targeted acquisition.
- Translate the bank's brand narrative into engaging digital stories that connect with different customer personas and reinforce brand recall and affinity.
- Design campaigns that highlight the bank's mission, values, and contributions across business units, creating a cohesive digital presence that reflects our unique value proposition.
- Collaborate closely with Brand and Communications teams to amplify the bank's key initiatives, campaigns, and messages on digital and social media platforms, ensuring brand consistency.
- Use digital and social media channels to promote the bank's involvement in community and social causes, reinforcing the bank's role as a responsible and engaged brand.
- Innovative Content Engagement & Influencer Strategy
- Lead a content strategy leveraging various formats (e.g., videos, interactive posts, infographics, live sessions) to drive engagement and foster brand loyalty through targeted digital and social media channels.
- Implement creative engagement strategies through digital and social media tactics, such as gamified content, user-generated campaigns, and interactive experiences, that drive conversations and build brand relationships.
- Develop initiatives that encourage two-way engagement, fostering an online community and building deeper brand connections.
- Develop and execute an influencer strategy to enhance brand visibility and advocacy. Manage the bank's media mix, ensuring optimal allocation across channels to meet digital engagement and acquisition goals.
- Digital & Social Media Activations and Experiences
- Develop digital and social media activations for events and on-ground campaigns, integrating digital and social experiences that extend brand impact and engagement.
- Implement digital elements at events, such as live social media updates, interactive displays, and event-specific content, creating a seamless online-offline experience.
- Collaborate with Events and Brand teams to maximize digital engagement opportunities before, during, and after events.
- Performance Marketing and Acquisition
- Oversee performance marketing campaigns, including paid search, social ads, and retargeting, to drive measurable customer acquisition and maximize ROI.
- Develop and optimize acquisition funnels across digital channels, balancing short-term acquisition goals with long-term brand-building objectives.
- Use data and analytics to inform targeting, bid strategies, and budget allocation, ensuring that performance marketing efforts support both growth and customer engagement.
- Customer Lifecycle Marketing:
- Implement and manage customer lifecycle marketing strategies aimed at increasing customer engagement, retention, and advocacy. Use data and insights to develop personalized campaigns that resonate with customers at different stages of the lifecycle.
- Strategic Measurement and Optimization
- Define KPIs across brand engagement, customer acquisition, customer sentiment, and brand advocacy to measure impact.
- Use data-driven insights to continuously refine digital and social strategies, adjusting for customer preferences and campaign performance.
- Bachelor's degree in Marketing, Digital Marketing, Communications, or related field.
- 10+ years of experience in digital marketing and social media with a focus on brand-building, customer engagement, and customer acquisition; financial services experience is a plus.
- Strong track record in developing digital and social strategies that build brand affinity, drive engagement, and support targeted acquisition.
- Experience in content marketing and digital storytelling, with a demonstrated ability to translate brand narratives into compelling digital and social content.
- Familiarity with performance marketing tactics, including campaign setup, optimization, bid management, and data-driven targeting.
- Excellent leadership skills, with experience managing and mentoring digital teams; strong collaboration skills to work effectively across marketing, product, and customer experience teams.
- Analytical skills with experience using data and insights to inform and optimize digital strategies.
- Strategic Storytelling: Proficiency in translating brand stories into engaging digital and social content that fosters customer connection and loyalty.
- Innovative Thinking: Demonstrated creativity in introducing new digital formats and engagement strategies that go beyond acquisition to drive brand affinity.
- Performance Focus: Ability to balance brand-building with performance marketing, creating strategies that drive measurable engagement and customer growth.
- Audience-Centric Approach: Deep understanding of customer personas and the ability to tailor content, messaging, and digital strategies to diverse audience needs.
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