VP MarTech Lead – CFS Marketing

VP MarTech Lead – CFS Marketing

Oversea-chinese Banking Corporation Limited
7-10 years
Not Specified

Job Description

Job Description :
Overall Job Purpose:
  1. Take the lead in optimizing MarTech platforms (across Personalisation, Analytics, Data Management, Marketing Automation platforms and Content Management Systems, SEO tools) effectively, integrating technologies and deliver use cases
  2. Partner with specific client stakeholders within OCBC to design and build automation journeys to improve sales, customer retention and loyalty.
  3. Partner with OCBC agencies and internal stakeholders like IT, Risk, etc. to enhance customer journey for CFS OCBC and to ensure that the website adheres to current guidelines.
  4. Partner with specific client stakeholders within OCBC to understand their business challenges & use your data expertise to proactively identify areas where MarTech can create value.

Roles & Responsibilities:
  1. Operationalize MarTech stack

Maintain the MarTech stack to ensure effective data driven, personalized messages can be delivered and tracked across OCBC omni-channel environment
    • Improve MarTech stack utilization and drive marketing performance and customer personalisation including areas such as:
      • Web analytics tools
      • Journey management and personalisation
      • Content management platforms
      • Email/SMS/Push Notification marketing tools
      • Campaign and audience management
    • Understand business and technology requirements and connect the dots to coordinate MarTech rollout to fulfill business objectives
    • Develop business cases and obtain approvals for pilot tests and production rollouts of new MarTech components
    • Run, optimize and track digital marketing campaigns and customer journeys
  1. MarTech deployment
    • Work with cross-functional program teams in IT and business to integrate and configure key marketing technologies like marketing automation platform and content management system
    • Serve as advance-user and drive product adoption for MarTech solutions, supporting internal stakeholders with workflow set-up and run ad hoc training
    • Coordinate MarTech setup and governance for OCBC with consensus from the GCAD MarTech team
  2. Governance of MarTech platforms
    • Manage key marketing technology platforms like Analytics, Data Management Platforms, Personalisation platforms, Marketing Automation platforms and Content management system
    • Maintain user access and build training / best practices documentation
    • Implement Group standards and best practices for implementation in areas such as Digital tagging across OCBC digital channels
    • Own vendor relationship and commercials management for key MarTech tools
    • Manage and identify opportunities for online journeys and work with relevant stakeholders to improve them
    • Budget management across campaigns & platforms
Requirements (Knowledge, Skills & Competencies):
Specific Knowledge:
    • 7 -10 years experience working in a digital agency, digital marketing provider, digital software provider, digital marketing organization, digital consulting firm or marketing service provider.
    • Excellent structured communication skills with the ability to frame complex digital marketing, CRM and technical concepts in a way that facilitates discussion and deeper levels of understanding with an ability to bridge marketing and technology personnel.
    • Experience in consumer banking products knowledge of different lines of business and functions (Digital, Sales and Marketing, Operations, etc.) will be an added plus
    • Proven track record in MarTech or related areas such as digital analytics, marketing automation and personalisation

Technical Skills:
  • Strong technical expertise of tech stack (Adobe Experience Suite, Adobe Campaign, Salesforce, Acoustic) and must be able to implement and execute self- service insights and campaign delivery.
  • Marketing automation platforms and 3rd party data provider like Acoustic Campaign, Salesforce
  • Technical expert in tag management for web and app (Adobe Launch)
  • Experience with HTML, CSS & basic Java Script
  • Hands-on experience in managing sales and marketing platforms incorporated with
  • real-time and personalization capability for the consumer business.
  • Understanding of content management systems, project management and gathering
  • business requirements for web projects
  • Strong analytical capabilities to run effective targeting, online funnels and the
  • commercialization of analytical/ marketing campaigns.

Personal & Organisational Skills:
  • Experience with delivering complex technical content to large groups, in a coherent, accessible and inspiring way
  • Possesses a charismatic, engaging personality and can successfully interact with both senior and peer level stakeholders
  • Self-motivated operator who can work comfortably as a leader as an individual contributor (for certain tasks), comfortable with navigating a matrixed global organisation
  • Personal Traits: Creative, Full stack communicator, Adaptability, Emotional intelligence, Strong leadership traits, Analytical and data driven, Consensus builder and collaborator, Innovative visionary, Passionate technologist, Savvy salesperson

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