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SVP of Digital Personalization

The SVP of Digital Personalization will develop and lead the strategy for driving US Branded Cards digital engagement, customer satisfaction, and revenue by delivering the right offers and communications to our existing customers at the right time through more personalized content and smarter targeting using customer interactions across all Company?s digital channels to better anticipate each customer's needs. The position also involves the performance management of a team responsible for digital channel operations, content management guidelines and personalization improvements, and digital marketing channel capability expansion through internal and external partnerships. This leadership position will also be the primary leader within the Global Customer Engagement organization to define and drive the US Branded Cards business?s omni-channel personalization strategy and capability expansion with the objectives of engaging customers in a personalized cross-channel dialogue; creating organic, timely and relevant communications; and maximizing customer lifetime value. In this capacity, the candidate will partner closely with and drive consensus among peers within the marketing technology, marketing program strategy, decision management, and technology functions.
Key Responsibilities:

  • Lead and improve the current digital channel scorecard and governance process to drive more informed business trade-off decisions involving our digital marketing placements.
  • Drive the strategic evolution of our digital marketing channel capabilities to include improved offer delivery (through more advanced machine learning capabilities and expansion of data assets) and more engaging, personalized, and relevant communications, both of which will be tracked through KPIs (e.g. click-through & conversion rates, NPS in our digital channels, and incremental revenue) to help our digital marketing channels to adjust our strategy and approach as appropriate as customer needs and the digital marketplace evolve.
  • Chart and drive the US Branded Cards business along the optimal path to maturing its digital marketing and personalization capabilities, including improved machine learning capabilities and more personalized messaging across multiple channels.?
  • Partner with Marketing Technology & IT organization on building out and driving our ?next generations? architecture roadmap so that our business?s critical contact management and content optimization solutions are addressed.
  • Lead the team in continually optimizing performance of the Digital Personalization channel, ensuring the right balance of revenue generation and customer experience/satisfaction.
  • Constantly evaluate our digital channel marketing procedures and methods to ensure they are as effective and efficient as possible and (in partnership with our own internal business control teams) compliant with all relevant laws and regulations as well as Company?s guidelines, obligations, and business principles.
  • Ensure a well-functioning channel control environment where any digital marketing channel issues are identified and resolved as quickly as possible.

About Company

Company, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Company provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management.?Our core activities are safeguarding assets, lending money, making payments and accessing the capital markets on behalf of our clients.


 

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