FRANK - Growth Marketing (AVP)

OCBC is looking for a skilled and enthusiastic Growth Marketing professional for FRANK. In this role, you work as part of a high performing team in creating and executing fun and innovative campaigns for the FRANK audience. FRANK was created 11 years ago to service students and new to work force individuals who had previously been underserved by banks. FRANK is meant to introduce youth to personal finance through its range of segment friendly products like no fee savings accounts and youth oriented tips on financial literacy. In addition to running marketing campaigns FRANK also has themed stores across several Singaporean university campuses that give the brand additional touchpoints to the target audience.
The Growth Marketing role at FRANK will primarily be focused on campaign ideation, planning and execution with the twin goals of driving business outcomes (acquisition, revenue, usage) and making engaging and fun experiences for the target audience. The individual will be expected to make data driven decisions and drive an integrated marketing approach where different marketing channels feed into each other. Channels that are commonly used in this integrated approach include digital, social, retail, event, partnerships/sponsorships and co-marketing.
Individual will be expected to create campaign proposals and briefs with clear objectives and measurable KPIs and with the ability to execute thru agencies or in-house. Attention to detail and making and meeting deadlines is also a must.
The ideal candidate will have a customer-centric mindset and anticipate the customer's preferred offers, ways of being communicated to as well as most desired customer journey from awareness thru to conversion. This also means a willingness to put in the hours and effort to make change happen even to established business processes in order to bring the customer-centric journey to life.
The role will require the individual to engage with multiple internal stakeholders from product groups thru to legal, risk and senior management. They will work with product teams to optimize core value propositions of financial products that best fit the needs of our customers and drive revenue for the bank. To be successful requires good communication skills with the ability to persuade internal and external stakeholders/partners.
Expectation is the individual will have a solid understanding of the youth segment, youth culture plus trends with marketing experience in relevant channels and vehicles used to reach them. They will augment this knowledge with ability to research thru external and internal data sources to identify trends within target segment that can be actioned in marketing campaigns.
The FRANK team is highly collaborative so the ideal candidate prefers to work with others in order to solve tough problems and get to the best solution for our customers and business.
Responsibilities

1. Work with cross functional teams to drive implementation of the strategies & campaigns
2. Ownership of marketing budgets to deliver against business goals and marketing KPI's
3. Create, manage and execute marketing campaigns across different stages of the user-journey (awareness, acquisition, retention, conversion).
4. Work closely with all agency partners (Media, Creative) and drive execution.
5. Analyse marketing performance data across platforms to monitor revenue performance and uncover areas for improvement.

Qualifications
Qualifications

1. Minimum five years of experience in a growth marketing or related role.
2. Team player with strong inter-personal and communication skills to manage internal and external stakeholders.
3. Demonstrated knowledge of behaviors, tendencies and preferences of Frank target audience
4. Solid project management skills: ability to lead and collaborate with cross-functional partners, prioritize high impact activities, and keep complex projects moving forward under tight timelines
5. Brand and digital marketing experience with Banking/ Start-up's/ Technology/ Consumer Electronics/ Ecommerce/Video games etc
6. Experience in retail sales and marketing and/or partnerships a plus.
7. Strong growth track record with results of past campaigns.
8. Working Knowledge of basic MarTech and AdTech.

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