Head of Marketing, Boost Bank

The Boost-RHB consortium is building towards a Digital Bank, where we strive to make innovative financial services such as these convenient, transparent, and most importantly accessible to anyone and everyone. We want to enable better living for our customers through our inclusive financial services that can universally serve and be embedded in their daily lives.

We are looking for a Marketing Lead who will be driving the GTM strategy for the Digital Bank. The role reports to the Chief Marketing Officer.

Responsibilities:

• Key responsibility – 360 in GTM strategy including developing overall marketing strategy, planning, narrative (messaging) and implementation for Boost Digital bank – include but not limited to Branding, Social, Performance marketing, CRM– in collaboration with Boost centralised marketing team at BHSB to ensure brand narrative is consistent across our Boost brand portfolio
• Work with multiple cross function teams in Boost, Brand, Social, CRM, Performance Marketing, PR and Media planning and UI/UX to ensure brand narrative is consistent across platforms. Cross function teams may expand outside of Marketing such as Creative/ content, product, partnership, martech and merchant team
• Build the Boost Digital Bank business narrative through local insights yet in-tune with Boost Masterbrand narratives
• Familiar with Media planning to ensure branding and comms are delivered through the right media channels to reach the right audience and delivering to business/ marketing KPI
• Accelerate the business growth through insightful campaign planning and execution, media management. Ability to close the loop by tracking, analyzing what is meaningful and put forth valuable learnings and recommendations to level up future campaign performance
• Plan, manage and executive efficient use of A&P budgets to meet business objectives
• Lead engagement to drive adoption, lead generation, transaction through understanding of the core offering, matching them to Merchant & Customer needs
• Plan and execute brand comms with media strategy relevant to business use case & the relevant target audience
• Set and manage annual/ half yearly/ quarterly media strategy and planning principle including best use of media budget
• Work together with relevant teams such as Social, Digital, to develop creative ideas/ communications rooted in strategy as well as engaging and relevant to the target segment
• Advocate and guide teams on latest digital bank product & customer journey to drive conversion tactics & measurement for success
• Analyze campaign performance by reviewing target vs outcome, prepare learnings for optimization
• Identify opportunity with creative use of media channel that could deliver impactful outcome, owning a unique media space and memorable to consumers. Or create Consumer engagement, shareability/ talkability

Key Result Areas:

• Recall: Top of Mind Awareness of Campaign through reach and outcome = MAU (Monthly Active Users) and MTU (Monthly Transacting Users)
• KRA for Branding, social, media and PR performance, due to media channels selections that maybe focused on Branding (non-measurable) correlations of media channel launches mapping to potential outcome ie: increased in Organic Visitors, MAU, WAU, App Downloads vs Performance (measurable) Cost per acquisition, registration etc
• Multi Media efficiency benchmark & framework as guidance/ benchmarks to measure outcome/ success + learnings (post-mortem)
• MAU & Monthly Transacting Users (MTU)
• Activation and Retention of Boost Bank customers, including re-engagement

Requirements:

• 8-10 years of experience in a similar capacity at a finance institution, fintech start-up, creative agency or brand marketing capacity
• Bachelor Degree in business, marketing , mass comm or related field
• An impressive portfolio that demonstrates your ideation and crafting capabilities
• Strong background in branding and communications
• Constantly pushing your own work, believing that it is never good enough
• Digital creative experience is a must
• Familiar with planning communication on various channels, from digital paid ads to below-the-line communications materials to old-fashioned billboards (ATL, BTL and digital platforms)
• Fluent and excellent in both verbal and writing English & Bahasa Indonesia
• Detail-oriented
• Strong team player with interpersonal skills
• Able to work under pressure and deliver within tight timelines when required