Online Conversion Rate Optimization Manager

Standard Chartered Bank
Singapore, Singapore
29 Nov 2022
14 Dec 2022
Industry Sector
Finance - General
Employment Type
Full Time
The Role Responsibilities

The purpose of this role is to create and manage an evergreen marketing plan with our retail partners in Asia Pacific. The successful candidate will work with each new partner and our internal sales and marketing team to identify brand positioning, develop creative assets, and build an integrated promotional roadmap. They will work closely with the partners and internal teams on an ongoing basis to assess and optimize demand generation activities, tracking against agreed KPI's.
The role will be accountable for driving the demand generation, conversion & optimization agenda working closely with business and execution teams to identify and support execution of optimization capabilities which drive measurable lift on digital business goals. It requires proven leadership, outstanding stakeholder management and strong technical knowledge of web and mobile, digital platform campaign management, analysing, configuring, testing and evaluating performance of optimization activities such as A/B and multivariate tests, audience creation and management, dynamic content, usability, heatmaps, clickstream and all forms of user tracking. Extensive knowledge of agile testing and ongoing test and learn programmes is a pre-requisite, with hands-on experience with running Adobe and Google Test & Optimisation stacks (Analytics, Test & Target and DMP tools).
To achieve this, the role holder will be part of a Global team of Digital Sales & Marketing experts and is required to
  • Design and implement a Digital Sales & Marketing measurement framework, setting measurement standards, driving execution of attribution modelling, designing reporting, reviewing and streamlining processes, to create transparency on Digital Sales & Marketing performance and set the basis to drive Online Conversion Rate Optimisation.
  • Co-design and implement a Testing & Optimisation approach and methodology together with MarTech Build teams, reviewing and streamlining processes, reviewing governance, defining clear roles and responsibilities within the design and execution of optimisation initiatives.
  • Provide guidelines, best practices, and recommendations to execution teams to optimise Online Conversion rates within the sales funnel and deliver sales uplift through improving online conversion rate, supporting ideation and prioritisation of digital sales & marketing tests. Build and maintain toolkits, tests libraries and trainings to optimise online conversion for digital sales & marketing and upskill execution teams, keeping up to date with global best practices, innovations and tech developments within the online conversion space in order to continuously innovate and drive superior performance across the Digital Sales & Marketing funnel.
  • Partner with Data, Technology, Build, MarTech stakeholders in charge of building capabilities (Digital Analytics, Test & Target, DMP tools) to ensure alignment and prioritization of capability building with business needs.
Digital Sales & Marketing measurement
  • Collaborate with data analytics and digital stakeholders to ensure comprehensive mapping of touchpoints across digital platforms and channels to map granular end-to-end digital sales funnel performance.
  • Design dashboards, measurement and reporting tools to track performance across all steps of the digital sales funnel.
  • Collaborate with Technology, Data and Build teams to identify and leverage all tools to gather insights on digital sales & marketing online conversion performance (including analytics, heatmaps, customer journey mapping, etc.).
  • Create standard reporting and business insights for measurement and assessment of digital sales & marketing performance.
  • Design measurement methodology to support prioritisation of testing initiatives and assessment of outcomes of the tests using statistical significance, control groups, etc.
  • Support the design and implementation of page tagging, configuration of testing and targeting campaigns, and report construction.
Testing & Optimisation framework
  • Design and implement testing & optimisation framework and methodology, reviewing and updating playbooks to drive online conversion by using MarTech stack and tools available, to be delivered within an agile operating model.
  • Evaluate maturity of capabilities and processes and deliver recommendations for continuously streamlining efforts and improving conversion results.
  • Create and disseminate test & learn culture within the organisation to drive online conversion rate optimisation.
Online Conversion Guidelines, Best practices, Toolkits and Libraries
  • Design and disseminate guidelines and best practices to identify and execute conversion rate optimisation initiatives, including UI/UX design, audience segmentation, targeting, journey optimisation, CTR optimisation, landing pages design and optimisation, creatives and content management, etc.
  • Build, maintain and disseminate a library of successful tests with key learning and recommendations.
  • Build, maintain and disseminate toolkits to drive conversion rate optimisation across all performance levers.
  • Ensure the provision of ongoing training and development of execution teams to drive online conversion rate optimisation.
Alignment with Data, Technology, Build and MarTech
  • Collaborate with a range of partners, e.g., MarTech, Data Analytics, Web Management, Online/Mobile platforms, Digital Banking, Brand & Marketing, Marketing agencies, Legal, Compliance, Security, to prioritise capability building and ensure access to the right tools and support to deliver execution.
Key Stakeholders
  • Regional Heads of Consumer Private and Business Banking
  • Regional Heads of Corporate Affairs, Brand and Marketing
  • Global Head of Corporate Affairs, Brand and Marketing
  • Global Head of Retail Marketing
  • Global Head of Personal Segment
  • Global Head of Analytics and Data Management
  • Global Head of Payments, Deposits and Mortgages
  • Global Head of Credit Cards and Personal Loans
  • Global Head of Digital Commerce
  • COO, Consumer Private and Business Banking
  • Tribe Leads
  • Corporate Affairs, Brand and Marketing teams
  • Consumer Private and Business Banking teams
  • Credit Cards and Personal Loan teams
  • Payments, Deposits and Mortgages teams
  • Wealth Management teams
  • Support Functions - Retail Operational Risk, Retail Banking CFCC, ITO, Finance, GIA etc.
Our Ideal Candidate

  • Bachelor's Degree required.
  • 5+ years of experience in digital marketing and sales with specific focus on conversion rate optimization and 3+ years working in a product marketing capacity preferred, i.e., partnered closely with Agile development teams.
  • Proven experience in running A/B and MVT tests for campaigns and deriving customer insights.
  • Expert knowledge of digital marketing principles such as funnel optimization UX, SEO & Landing Page optimization.
  • Expert knowledge of Adobe and Google Tech stack, strong hands-on experience and expertise with using Adobe Target, Adobe Audience Manager, Adobe Analytics, Google Analytics, Google Optimize.
  • Knowledge in Web Development and Front-end management.
  • Knowledge of other campaign management systems, e.g., CMS, Tag Manager, Doubleclick, etc. is a strong plus.
  • Strong understanding of user experience design principles and design thinking.
  • Compelling vision of the future of Digital and translation into effective strategies and actions.
  • Exceptional troubleshooting skills and should thrive in high expectation scenario with many stakeholders.
  • Efficient and confident communicator with very strong relationship building skills.
  • Energy and desire to succeed; follows through on commitments; pushes self and others to deliver exceptional results.
  • Strong collaboration, consensus building, problem resolution and communication skills are a prerequisite.
  • Understanding of the issues related to the decision-making process; ability to analyse situations fully and accurately and reach productive decisions.
  • Experience in Retail banking is a major plus.
  • Experience in working with data analysts to project and report behavioural and revenue data is a strong plus.
  • Strong strategic acumen coupled with strong execution capability.
  • Relationship building & influencing - able to build strong relationships across internal and external stakeholders. Adept at working across matrix organization.
  • Team leadership - Able to build strong strengths in Group Digital Sales & Marketing and provide leadership and expertise to Regional and Country managers.
  • Proven transformational leadership skills with first-class communication skills.
  • Strong collaboration, consensus building, problem resolution.
  • Excellent people management and talent development skills.
  • Cultural sensitivity and awareness
Role Specific Technical Competencies
  • Data Gathering and Analytics
  • Digital Marketing Channels
  • Key Performance Indicators
About Standard Chartered
We're an international bank, nimble enough to act, big enough for impact. For more than 160 years, we've worked to make a positive difference for our clients, communities, and each other. We question the status quo, love a challenge and enjoy finding new opportunities to grow and do better than before. If you're looking for a career with purpose and you want to work for a bank making a difference, we want to hear from you. You can count on us to celebrate your unique talents. And we can't wait to see the talents you can bring us.
Our purpose, to drive commerce and prosperity through our unique diversity, together with our brand promise, to be here for good are achieved by how we each live our valued behaviours. When you work with us, you'll see how we value difference and advocate inclusion. Together we:
  • Do the right thing and are assertive, challenge one another, and live with integrity, while putting the client at the heart of what we do.
  • Never settle, continuously striving to improve and innovate, keeping things simple and learning from doing well, and not so well.
  • Be better together, we can be ourselves, be inclusive, see more good in others and work collectively to build for the long term.
  • In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.
  • Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations.
  • Time-off including annual, parental/maternity (20 weeks), sabbatical (12 weeks maximum) and volunteering leave (3 days), along with minimum global standards for annual and public holiday, which is combined to 30 days minimum.
  • Flexible working options based around home and office locations, with flexible working patterns.
  • Proactive wellbeing support through Unmind, a market-leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first-aiders and all sorts of self-help toolkits.
  • A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning.
  • Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies - everyone feels respected and can realise their full potential.
Recruitment assessments - some of our roles use assessments to help us understand how suitable you are for the role you've applied to. If you are invited to take an assessment, this is great news. It means your application has progressed to an important stage of our recruitment process.
Visit our careers website
  • You need to sign in to save