Digital Business Growth Specialist

About the Digital Business Unit:

This team is responsible for revolutionizing banking through customer-centric products and innovative solutions.

We aim to:

1. Build products that meet the needs of retail individual and micro, small and medium enterprise customers.
2. Design problem-solving products backed by a deep understanding of customer needs.
3. Develop embedded finance applications that are highly available, modular, scalable, and secure.
4. Ensure designs are robust, efficient, and effective in driving business growth.
5. Drive digital business growth through strategic initiatives.

We manage various applications, including mobile apps, netbanking platforms, and online services.

The unit's objectives are three-fold: drive better customer experience, transform existing lines of businesses, and build new digital-only or banking-as-a-service-led digital business models.

About the Role:

You will be responsible for driving adoption and engagement across customer segments. As a key member of the Digital Banking team, you will craft and execute strategies for new customer acquisition, driving customer value (cross-sell, win-back, and transaction intensity).

In this role, you will shape the "Digital Business" by coordinating with cross-functional teams, including marketing, tech solutions, and product.

Job Responsibilities:

CUSTOMER ENGAGEMENT

• Work on initiatives/levers to increase traffic on bank's channels with an objective to increase conversion from target bases new and drive adoption among new/existing consumers.
• Analyse user journeys to identify improvement areas to increase visitors and conversions on our platform(s).
• Work closely with Bank's product, analytics, and marketing team for designing targeted campaigns basis customer persona and targeted digital outreach respectively.
• Use data analytics and segmentation to make targeted marketing strategies. Conduct A/B testing to validate hypothesis and optimize user journeys.
• Ow n end-to-end measurement framework for growth experiments, ensuring data accuracy and impact assessment. Build dashboards and reports to track KPIs, campaign performance, and growth experiments.
• Work with BI/analytics tools to extract, clean, and interpret large data sets.

PRODUCT ENHANCEMENT

• Be the voice-of-customer in shaping new features/products that the bank should launch.
• Work closely with Marketing team to create awareness and engagement campaigns and should have a strong view on customer needs.
• Increase adoption of new products among existing consumers through cross-sell and upsell initiatives.
• Co-create new and optimise existing cross-sell and upsell user journeys with Product Managers.

Collaborate with the Bank's Campaigns, Analytics, and Overall Portfolio teams to drive efforts on driving conversion funnel.

Key Skill Set Requirements:

• 2-6 years of relevant experience in growth/product marketing for a digital business/apps.

• Customer-centric mindset and eye for detail is a must.

• Prior experience of working on campaign management tools such as Moengage, Clevertap, Google Analytics, Adobe etc and marketing tools like Firebase, Appsflyer required.

• Hands-on experience with data extracting and interpretation tools like SQL, Power BI.

• Prior experience of executing D2C campaigns and content strategy.

• Experience in managing digital portfolio for a bank/fintech/NBFC is a plus.