Senior Manager, Digital Marketing (40000581)

Job Purpose

The job holder:
- Develop bank-wide digital marketing management framework, process, principle, manual book and training.
- Develop digital marketing activities in order to improve business efficiency, brand image and digital marketing experience of customers.
- Develop campaign measurement framework for online channels, and analyze to optimize investment efficiency.

Key Accountabilities (1)

A. DEPARTMENT TASKS
1. Develop digital marketing management framework, process and manage efficiency
- Develop framework to manage digital marketing activities within Marketing Division and other Divisions: efficiency; budget; compliance with guiding standards.
- Develop process of executing and controlling digital marketing activities.
- Develop and manage budget plan for digital marketing.
- Train and guide digital marketing knowledge periodically.
- Develop online database/digital marketing to analysis for timely decision-making.
- Develop collaboration process to deploy digital marketing across bank-wide.
- Manage the implementation of marketing activities through online channel based on marketing strategy and plans which are driven by multi-dimensional customer insights from variety of data sources for Brand and Retail Marketing.
- Develop reporting framework/program framework/campaign efficiency measurement framework for online channel.
- Develop periodical reporting framework on the effectiveness of marketing program and campaign.
2. Support Brand và Retail Marketing on digital marketing channels
- Guide development direction, ensure always-on content on digital marketing channels, and ensure the effectiveness of implementation for marketing and branding campaigns on digital marketing channels.
- Develop and deploy content for Brand and Retail Business across digital marketing channels following Brand and Retail Business directions.
- Provide multi-dimensional insights of customer engagement behaviour and campaign performance to optimize efficiency of marketing program and campaign.
- Develop solution to optimize marketing investment efficiency on online channels by reaching the right target customers at the right time, on demand, at the right cost.
- Engage with relevant units/departments to build data-collect tools to get insights of customer behaviour on digital media channels.
- Keep track with new digital trends in the market and propose solutions to grow, expand and diversify digital marketing channels.
- Ensure that digital marketing program and campaign are measured by indicators consistent with business targets.
- Manage continuous optimization of digital marketing performance based on performance management framework: i) set evaluation criteria, ii) testing, iii) track, iv) evaluate and v) adjust.
- Manage and evaluate the capacity of media and digital agencies.

Key Accountabilities (2)

PEOPLE MANAGEMENT
- Attract, onboard and retain the right talents for a high- performing team
- Communicate team and individual KRAs/ KPIs, goals, action plan, expectations and results to team members
- Manage team performance & provide feedback regularly (following the annual performance management cycle);
- Enable team member’s professional and personal development through capability assessment, training, coaching & feedback, etc.
- Motivate and recognize team members’ contributions towards the team’s shared goals
- Responsible for developing talents within the team
- Act as a role model and promote corporate culture at sub- function level
- Understand & communicate relevant HR offerings to team members.

Key Accountabilities (3)

C. MANAGEMENT TASKS
1. Develop effective working environment
- Improve execution efficiency through teamwork encouragement and motivation; create a collective working environment that always has mutual supportive interactions and tends towards long-term engagement with the Bank.
- Monitor, supervise and guide employee to fully perform the functions and tasks in accordance with regulations.
- Solve the problem of inappropriate behaviours/attitudes come from individuals in coordinated way and respectful mind for diverse environment.
- Deploy self-capacity improvement plan as agreed with line manager.

D. OTHER TASKS
Other tasks assigned by Chief Division – Chief Marketing Officer.

Key Relationships - Direct Manager

Head of Digital Marketing and Performance

Key Relationships - Direct Reports

Senior Expert, Digital Marketing

Key Relationships - Internal Stakeholders

All the functional units, mostly with business units, RBG, CA, Strategy, Finance, Procurement, Technology, Operations, …

Key Relationships - External Stakeholders

Media and digital marketing service agencies in supplying KOLs, online communities…

Success Profile - Qualification and Experiences

Qualifications:
- Bachelor degree or higher, major in Marketing, Business Administration, Economics or other relevant areas
Expertise:
- Understanding digital marketing và financial and insurance products/services
- Strong understanding of strategy and budgeting.
Experience:
- Specialization: at least 08 years of experience in marketing và communications, of which at least 5 years in Digital marketing
- Management: at least 04 years of senior management position or equivalent
Foreign Language
- Business English standard of proficiency as required for the role