AVP, Credit Card Acquisition Marketing, Group Marketing and Communication

Role Overview

Credit Card Acquisition Marketing is a key marketing role within Group Marketing & Communications (GM&C), dedicated to driving the new-to-bank (NTB) acquisition, portfolio growth, and market share of DBS/digibank Credit Cards. This role is responsible for developing and executing end-to-end strategic marketing campaigns, partnership promotions, and performance-driven acquisition funnels across digital and offline channels. The ideal candidate blends strong data-driven marketing capabilities with creative campaign management, commercial acumen, and deep cross-functional stakeholder collaboration to accelerate card acquisition and user engagement.

Key Responsibilities:

1. Business & Marketing Strategy

• Develop and execute comprehensive annual and campaign-specific marketing plans aligned with Consumer Banking Group (CBG) Cards and Loans acquisition priorities.
• Translate business acquisition targets into integrated marketing strategies across awareness, consideration, conversion, and activation stages.
• Partner closely with the Cards Product, Partnerships, and Segment teams to identify growth opportunities, card tier positioning, and targeted acquisition segments.

2. Campaign & Programme Management

• Lead the end-to-end development and execution of integrated marketing campaigns for credit card acquisition (e.g., seasonal campaigns, mega-sales, welcome gifts, and exclusive promotional tie-ins).
• Manage high-impact brand and merchant partnerships (e.g., e-commerce, lifestyle, travel, and retail partners) to drive compelling acquisition offers and co-marketing initiatives.
• Drive execution excellence across multi-channel touchpoints including digital performance marketing, social media, EDM, SMS blasts, push notifications, and owned/earned channels.

3. Digital & Performance Marketing Optimisation

• Leverage MarTech platforms, data analytics, and customer insights to optimize audience segmentation, targeting precision, and conversion rates.
• Drive performance marketing across search engine marketing (SEM), social ads, website optimization, and lead generation funnels to lower acquisition costs (CAC) and maximize marketing ROI.
• Champion data-driven experimentation (such as A/B testing on messaging, creatives, and channel mix) to continuously enhance campaign conversion and customer onboarding flows.

4. Partnership & Merchant Co-Marketing

• Collaborate with business development and merchant partnership teams to craft joint promotional calendars, tactical flash sales, and exclusive cardholder acquisition mechanics.
• Ensure clear communication of card value propositions, sign-up bonuses, and installment/pay-later features across all partner and owned channels.

5. Cross-Functional Stakeholder Management

• Serve as the trusted marketing advisor and primary point of contact for CBG Cards product owners, sales channels, data analytics, and regional teams.
• Partner seamlessly with internal GM&C functions (Digital Marketing, Brand, Creative Production, PR/Communications) to ensure flawless execution and brand consistency.
• Manage external agencies, vendors, creative partners, and media planners to deliver high-quality marketing assets on time and within scope.

6. Governance, Compliance & Budget Management

• Manage assigned marketing budgets effectively, ensuring stringent cost control and optimal return on marketing investment (ROMI).
• Ensure all marketing materials, promotional mechanics, and communication texts strictly adhere to DBS governance standards, local regulatory requirements (including OJK and Bank Indonesia guidelines), and internal compliance protocols.
• Oversee campaign documentation, reporting, tracking, and post-campaign performance reviews.

Job Requirements:

• Education: Bachelor’s degree in Marketing, Business Administration, Communications, or a related discipline.
• Experience: Minimum 6–8 years of professional marketing experience, with a solid track record in campaign management, digital marketing, or customer acquisition—preferably within banking, financial services, fintech, or fast-paced consumer tech industries.
• Domain Expertise: Strong familiarity with credit card products, unsecured lending, merchant partnerships, and loyalty/rewards ecosystems.
• Digital & Data Savvy: Hands-on experience with digital performance marketing, conversion rate optimization (CRO), marketing automation tools, and data-driven customer segmentation.
• Project & Stakeholder Management: Proven ability to manage multiple complex campaigns simultaneously, work effectively with cross-functional teams, and manage external agencies.
• Communication Skills: Excellent written and verbal communication skills in English and Bahasa Indonesia (where applicable), with a sharp eye for impactful copywriting and creative content.
• Personal Attributes: Results-oriented, highly adaptable, analytical, commercially minded, and capable of thriving in a fast-moving, metric-driven environment.

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