About this role
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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.