Senior Manager Customer Engagement.NEO - MBP.Retail Banking Group RBG-MBPKLTD

The Customer Engagement Manager is responsible for designing, executing, and optimizing customer engagement campaigns across multiple channels. This role requires strong collaboration with cross-functional teams including Marketing, Analytics, Compliance, and Technology to deliver personalized, data-driven and compliant campaign strategies that enhance engagement, drive business outcomes.

1. Campaign Planning & Execution

• Support end-to-end campaign planning and own execution of customer engagement campaigns aligned with individual business strategy. Targeting Existing to Bank Customers; for funding, balance growth and transaction activity levels.
• Contribute to development and implementation of engagement strategies tailored to different stages of the customer lifecycle (onboarding, activation, retention, cross-sell).
• Use behavioral and transactional data to trigger lifecycle-based communications.
• Enhance customer engagement through timely and relevant communications.
  • Align campaign objectives with overall deposit product strategy, incorporating insights and goals specific to Existing to Bank customers.
  • Incorporate customer segmentation and personalization to ensure relevance and impact.
  • Utilize omni-channel including digital (Email, SMS, App notifications & In-app banners).
  • Ensure timely and accurate execution of campaigns across relevant channels, particularly those aimed at engaging Existing to Bank customer segments.
    
    

1. Performance Tracking & Optimization

• Monitor campaign performance using key metrics such as signups, engagement rates, conversions and ROI.
• Leverage analytics and dashboards to generate actionable insights, for improvement recommendations.
• Conduct A/B testing and pilot innovative approaches to improve campaign effectiveness, using both manual and automated tools.
• Prepare regular performance campaign updates for stakeholders, highlighting campaign performance and outcomes for Existing to Bank customer campaigns.

1. Cross-Functional Coordination

• Work closely with Marketing to define campaign messaging, creative assets, and outreach strategy tailored to Existing to Bank customers.
• Collaborate with Analytics to identify target audience segments and track campaign effectiveness.
• Ensure alignment with campaign calendar & goals for business outcomes through close coordination with Business (Sales, Product Owners) ensuring strategic focus on Existing to Bank customer communication/campaign initiatives.

1. Campaign budget management

• Budget campaigns under strategy budgets, to plan ETB campaigns.
• Manage the budget of campaigns for Neo. (Budgeted/Actual, Balances, Usage).
• Monitor and manage campaign-level profitability.

1. Market & Competitive Analysis

• Analyze market trends, customer behavior and competitor communication and campaigns, 
  for ETB customers.
• Recommend communication/campaign strategies for ETB customers, to Business/Marketing teams.

1. Cross-Functional Collaboration

• Work closely with Data Analytics, Marketing, Compliance, Customer experience, Governance, Legal & Business teams (Neo/Individual & Islamic).
• Coordinate campaign planning, launch and ensure timely/accurate execution, across Business/Product owners & Marketing.
• Liaison with Mashreq group team for best practices and platforms/tools.

1. Regulatory & Risk Compliance

• Ensure all campaign content and execution comply with regulatory guidelines and internal policies.
  Monitor data privacy and consent management across engagement activities.
• Collaborate with Compliance, Governance teams for approvals and audits.
• Monitor and mitigate campaign-related risks.

1. Campaign Strategy & Execution

Plan and execute omni-channel engagement campaigns aligned with individual banking strategy, with clear objectives, focusing on lifecycle engagement, personalization for Existing-to-Bank customers, with clear converting CTAs. Performance indicators:

• Number of campaigns launched on time vs. planned.
• Customer engagement rate (click-through, open rates).
• ETB customer activation and retention rates.

2. Performance Analytics & Optimization

• Monitor campaign KPIs, analyze performance and implement data-driven improvements through A/B testing and insights. Performance indicators:
• Conversion rate (sign-ups, product activations).
• % improvement in engagement metrics pre-post optimization.
• Number of actionable insights implemented.

3. Collaboration & Governance

Partner with cross-functional teams for campaign design, manage budgets, and ensure compliance with regulatory and data privacy standards. Performance indicators:

• Budget adherence (% variance from plan).
• Compliance breaches (target: zero).
• Number of cross-functional campaigns successfully planned & executed.

• Bachelor's degree in business, finance, marketing, or a related field. An MBA or other relevant postgraduate degree is preferred.
• Minimum 5 years of portfolio campaigns management experience.
• Excellent influencing, communication and interpersonal skills, with the ability to work. collaboratively with external partners and cross-functional teams.
• Strong analytical and problem-solving skills, with the ability to make data-driven decisions.
• In-depth knowledge of digital banking trends, technologies, and customer behaviors.
• Knowledge of regulatory requirements and industry best practices. 
• Ability to work in a fast-paced, dynamic environment with high flexibility and adaptability.