PRODUCT MANAGER - DIGITAL ACQUISITION

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Position Title: Digital Acquisition Manager Credit Cards

Job Summary:

The jobholder will work collaboratively to conceive, manage, analyze, and optimize campaigns that drive customer growth and funnel improvements, with responsibility for recruiting, activating and onboarding prospects to grow the customer growth through the digital channel.

The jobholder will lead a team to generate quality traffic via paid/organic search marketing, social media, SEO, influencer, event, affiliates, direct marketing, and display with the ultimate goal of driving qualified conversions.

The jobholder is responsible for defining and delivering the channel strategy, with accountability for the budgets for all paid channels. S/he will take ownership of tracking and reporting on campaigns, provide accurate reporting including recommendations. S/he will also manage external agency and partner relationships. S/he should protect the Metrobank credit card product portfolio against competitors’ new acquisition innovations and campaigns through the development of programs and strategic campaigns geared to the growth of the digital platforms for acquisition.

Duties & Responsibilities:

• Drive customer acquisition through diverse range of digital channels – maintaining and constantly optimizing for maximum impact and managed cost per approval.
• Work in partnership with performance agency to develop and deliver targeted campaigns across digital marketing channels, integrating with offline activity where appropriate.
• Generate data driven hypotheses and execute experiments throughout the prospect to activated customer funnel- identifying insights and key opportunities for improvement.
• Collaborate with internal teams and external agencies to evaluate and optimize growth strategy and performance.
• Manage budgets and report on acquisition campaign metrics and CPA.
• Secure and develop alternative channels for acquisition including but not limited to:
  • Facebook
  • Google
  • Comparison sites
  • Other new platforms that may be made available in the future
• Utilize digital platforms for a more targeted acquisition promo that results to a lower cost per account.
• Work closely with Credit Acquisition and Risk to come up with new programs that may challenge the current risk policies, programs that will improve on the current acquisition process, and develop new sales strategies to increase the number of application turn-ins for digital channels.
• Negotiate with partner merchants and establishments to deliver better value proposition to Metrobank credit card’s digital acquisition programs
• Coordinate with Marketing Communications for the development of marketing collaterals and other creative requirements to promote his/her programs
• Enhance digital acquisition proposition through industry, market and consumer insights. As needed, coordinate with market research agencies to conduct studies required in the development of new product acquisition programs.
• Coordinate with support units (Credit Acquisition, BIU, Business Development, Operations, Finance, Customer Service, etc.) to establish new/revised policies and procedures that will support changes or enhancements in the processing of applications from the digital channels.
• Prepare and monitor monthly MIS reports for regular evaluation of product and promo take-up and to ensure that targets are achieved
• Perform other duties & responsibilities that may be assigned from time to time

Qualifications:

• Must have a Bachelor’s degree from a college/university and preferably a graduate of a business course.
• Experience of defining and leading digital acquisition strategy, strong digital, customer segmentation and martech knowledge.
• Strong experience of running successful PPC and paid social campaigns, understanding of keyword search and implementation.
• Experience with creating and executing digital campaigns, knowledge of A/B testing as well as delivery reports.
• Strong project management skills in a highly dynamic and fast paced environment.
• A numerical, analytical mind and expert understanding of performance marketing metrics with the ability to make data-based decision around metrics.
• Comfortable with manipulating and analyzing large data sets.
• An excellent understanding of technical aspects of digital acquisition, attribution and conversion tracking.
• Advanced digital analytics experience (Google Analytics/Google Tag Manager/social media analytics)
• Has broad understanding of the different areas of the credit card business and the capacity to relate unit’s operations and performance metrics to the overall business of the company
• Has strong working knowledge of MS Word, Excel, and PowerPoint.
• Adept at preparing communication, research and creative briefs and has experience in creating MIS reports for marketing programs.

OTHER DETAILS:

Unit: Consumer Business Sector/ Credit Cards Product & Segment Strategies Department

Work Location: MCC Center Ayala Avenue, Makati City