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18-Nov-2020

Digital Marketing Lead

Category:  Marketing Division
Job Type: 
Facility:  Digital
Objective

- The job holder is responsible for establishing a strong, innovative digital marketing strategy and marketing automation program to drive awareness and acquisition for The Bank’s digital solutions.
- The job holder is responsible for developing digital content, campaigns and analytics dashboards to monitor success and returns on investment of campaigns and programs.
- The job holder is responsible for strengthening audience engagement, website traffic and revenue by exploiting various digital channels and analytics.
- The job holder will build and lead a performance marketing (not PR but all measurable activities), setup measurable goals, measure conversion rates, cause experiments and improve conversion Rate.
- The job holder will implement and improve Lean marketing Funnel.

Key accountabilities (1)

A. Strategic Planning
- Advocator of Agile Marketing Manifesto
- Collaborate with Sales, Corporate Marketing and Tribe Leads to formulate digital marketing strategies, marketing automation program, performance metrics and roadmap to launch new solutions.
- Collaborate with content designers, sales and marketing teams to improve customer experience, awareness and strengthen affinity for the brand of the Bank.
- Identify and evaluate new digital marketing trends, technologies, update strategy and roadmap as required.
- Leverage market intelligence to develop marketing strategies.

B. Campaign & Content Management
- Develop, implement and manage social media campaigns, calendar, budgets and performance metrics.
- Provide guidance and creative ideas to content designers for impactful digital content marketing.
- Manage the content development calendar. 

C. Performance Analytics
- Track website traffic flow, consumer patterns and response rates, campaign performance, conversion rates and provide regular performance reports for business decision making.
- Measure the effectiveness of digital marketing efforts using web analytics tools and suggest solutions to boost online presence.

D. Stakeholders Management
- Collaborate with stakeholders to define solution requirements for value creation and manage dependencies.
- Identify and present recommendations to stakeholders on process changes and improvements required.
- Share and implement best practices across Digital Marketing team within the organization.

E. Talent Development
- Coach team members to strengthen capabilities and demonstrate required mindset and behaviors.
- Organize and support the team in adopting and strengthening Agile ways of working to deliver value.
- Attract, motivate and retain employees across all levels for high performance culture.

Key accountabilities (2)
Key accountabilities (3)
Key Relationships - Line Manager

Business Tribe Lead

Key Relationships - Subordinate

Members of the digital marketing team

Key Relationships - Internal relationship

Teams within the Transformation Office and relevant departments in the Bank

Key Relationships - External relationship

Partners providing professional services

Qualification and Experiences

Bachelor's or Master’s degree in Marketing, Advertising or a relevant discipline
Google Analytics qualified
Certifications in Google Adwords and other social media is preferred
8 to 12 years of experience in digital marketing with a leading bank or a similar role with a marketing agency
English proficiency requirements are pursuant to Techcombank's policy 
Strong experience with digital marketing tools and practices
Excellent creative content writing and communication skills (verbal, written and listening)
Knowledgeable of all social media platforms
Knowledgeable of content management systems
Strong experience in project management
Experience in supporting digital transformation projects would be advantageous
Working knowledge of ad serving tools (e.g. DART, Atlas)
Solid knowledge of web analytics tools (e.g. Google Analytics, NetInsight, WebTrends)
Strong experience with B2C social media and in implementing and optimizing Goodle Adwords campaigns
Strong experience with SEO/SEM and CRM software
Experimenting such as a/b testing or multivariate on Facebook Ads or Google Ads
Experience with tools / platforms like Hotjar, Optimizely, SEMRush, Facebook Business Manager, Facebook Pixel, Google Ads
Experience in all type of re-targeting on Facebook, Google, Outbrain, etc

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