Expert, Digital Marketing Technology Stack

Job Purpose

- The role is accountable for leading the strategic implementation and optimization of digital marketing technologies, specifically Adobe Experience Cloud — across the Bank’s digital owned channels

- The job holder will drive personalization at scale, elevate customer experiences, and accelerate digital banking adoption through implementing data-driven and automated marketing journeys.

Key Accountabilities (1)

- Subject Matter Expert on the utilization of Adobe Experience Cloud

- Architect and oversee complex, multi-stage campaign journeys using enterprise marketing platforms (Adobe Campaign, Adobe Target, Adobe Journey Optimizer).

- Launch dynamic customer segments and automated personalization customer enagement campaigns for digital banking users.
- Execute advanced experimentation such as multivariate testing, adaptive A/B journeys, and real-time personalization.
- Lead campaign performance reviews; deliver insights that influence channel and product strategies.
- Govern the Martech execution standards and ensure alignment across digital squads and business lines

Key Accountabilities (2)

Performance Analytics

• Track website traffic flow, consumer patterns and response rates, campaign performance, conversion rate sand 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.
• Establish measurable goals, measure conversion rates, cause experiments and improve Conversion Rate. - Utilize social monitoring tools to have higher engaging posts within top 10 when compared to the competitors with lower cost and higher Return on Investment.

Key Accountabilities (3)

- Provide strategic oversight of Adobe Martech stack implementation and ongoing optimization.
- Evaluate emerging Martech solutions for competitive advantage.
- Develop and mentor junior Martech team members; champion agile and cross-functional collaboration.
- Lead Martech governance, ensuring security, compliance, and efficiency across platforms.

Key Relationships - Direct Manager

Senior Manager, Digital Marketing Technology Stack

Key Relationships - Direct Reports

Key Relationships - Internal Stakeholders

Cross functional project teams within and across Divisions

Key Relationships - External Stakeholders

Partners providing professional services

Success Profile - Qualification and Experiences

Domain Expertise

• Over 8 years of experience in digital marketing/marketing technology with a leading bank or a similar role with a marketing agency
• Strong experience with digital marketing tools and practices – specifically Adobe Experience Cloud platforms: Adobe Campaign, AEP (Adobe Experience Platform), Customer Journey Analytics, Adobe Target.
• Strong experience with digital banking campaigns: including app onboarding, eKYC journeys, and personalized product recommendations, cross-sell/up-sell.
• 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
• Prefered experience in agile project frameworks

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.
• Setup measurable goals, measure conversion rates, cause experiments and improve Conversion Rate.
• Recommend new tools to use to solve specific.

Agile / Digital Experience

• Minimum 5 years experience with Marketing Technology platform like Salesforce Marketing Cloud, Hubspot, Adobe Experience Cloud solutions including Campaign, Analytics, Target, Experience Manager, Customer Journey Analytics
• Solid knowledge of web analytics tools (e.g. Google Analytics, NetInsight, WebTrends)
• Experience with B2C social media and in implementing and optimizing Goodle Adwords campaigns
• Experience with SEO/SEM and CRM software
• Ability to read the data, build custom reports/dashboards and come up with regular ideas based on data to improve our website or campaigns
• Experimenting such as a/b testing or multivariate on Digital channels (Facebook Ads, Google Ads, Email, Zalo, Web, App)
• Experience in supporting digital transformation projects is preferred

Qualifications

• Bachelor's or Master’s degree in Economics, Business Management, Marketing, Advertising or a relevant discipline
• Advanced Certifications in Salesforce Marketing Suite, Adobe Experience Cloud and other Marketing Technology platform is preferred
• Proficient in spoken and written English