Senior Manager: Digital Adoption at Absa Group Limited (Absa)

Job Summary

• The Senior Manager, Digital Adoption, will be responsible for driving the adoption of digital products, services, and solutions across Absa's customer base. This role will focus on developing and executing strategies that enhance user engagement, ensure a seamless digital experience, and drive increased usage of digital platforms and channels among our customers. The ideal candidate will possess a strong blend of digital strategy, customer experience, and change management skills, working closely with cross-functional teams to influence both customer behavior and internal digital processes.

Job Description

Key Skills & Experience required:

Experience:

• 8+ years of experience in digital adoption, customer experience, digital marketing, or related fields, ideally in banking or fintech.
• Proven track record of leading digital transformation initiatives, driving user engagement, and managing change in a complex, fast-paced environment.
• Experience in project management and collaborating with cross-functional teams to achieve business objectives.

Skills:

• Strong understanding of digital technologies and platforms, including mobile banking apps, online banking, e-wallets, and other fintech innovations.
• Data-driven mindset with expertise in analytics tools to track customer behavior, measure success, and optimize strategies.
• Strong communication skills, capable of presenting complex digital concepts in a clear and compelling way.
• Experience in developing customer-centric strategies and delivering measurable results.
• Leadership and team management skills with a focus on collaboration and growth.

Education:

• Bachelor’s degree in Business, Digital Marketing, Computer Science, or a related field. A Master’s degree or relevant certifications (e.g., in digital transformation or project management) is a plus.

Competencies:

• Customer-Centricity: Passion for creating exceptional customer experiences through digital channels and a deep understanding of customer behavior.
• Innovative Thinking: Ability to think outside the box and explore new digital trends to improve service offerings and increase digital adoption.
• Analytical Thinking: Strong data analysis skills to evaluate digital adoption campaigns and inform decision-making.
• Change Management Expertise: Experience in driving organizational change and adoption of new digital technologies and processes.

Key Responsibilities:

• Digital Adoption Strategy & Execution:
• Lead the development, execution, and optimization of digital adoption strategies for Absa’s digital products and services across various channels.
• Build a compelling proposition for digital adoption by thoroughly understanding Absa's digital products' features, services, and capabilities. Develop proof points that demonstrate the value of digital offerings to both customers and internal teams.
• Identify opportunities for scaling adoption and improving customer engagement through data-driven insights and market trends.
• Develop and implement targeted campaigns (both direct and digital marketing) to drive usage, enhance customer satisfaction, and improve retention rates.
• Customer Experience Enhancement:
• Work with UX/UI teams to ensure that digital products and platforms provide an intuitive, frictionless experience for customers.
• Leverage customer feedback, market research, and analytics to continuously enhance digital touchpoints and drive greater digital engagement.
• Ensure consistent communication strategies that promote the digital offerings and help users understand their benefits.
• Cross-functional Collaboration:
• Partner with marketing, product, IT, operations, and customer service teams to align efforts and resources in promoting digital adoption across the bank’s offerings.
• Stay close to the branch network to understand customer needs and behaviors, ensuring that branch staff are equipped with the tools and knowledge to support digital adoption during customer interactions.
• Work closely with product house teams to drive digital adoption through sales and service efforts, ensuring product features are aligned with customer needs and adoption strategies.
• Drive collaboration with internal stakeholders to ensure digital adoption initiatives align with broader business objectives and customer experience goals.
• Data Analysis & Reporting:
• Utilize data and analytics to track the effectiveness of digital adoption campaigns and initiatives, presenting reports to senior leadership.
• Develop KPIs and metrics to measure the success of adoption programs and adjust strategies based on performance data.
• Change Management:
• Implement change management practices to drive internal adoption of digital tools, fostering a culture of innovation within Absa.
• Lead training initiatives for employees to ensure they are equipped to promote and support the digital adoption process both internally and with customers.
• Market Trends & Best Practices:
• Stay abreast of emerging digital technologies, trends, and best practices in digital adoption within the banking and fintech industries.
• Continuously evaluate competitors’ digital adoption strategies and benchmark Absa’s initiatives for innovation and differentiation.
• Leadership & Mentorship:
• Lead and mentor a team of digital adoption professionals, fostering a collaborative and high-performance environment.
• Provide guidance and strategic direction to team members, ensuring alignment with the bank’s broader digital transformation goals.

Education

• Bachelor`s Degrees and Advanced Diplomas: Physical, Mathematical, Computer and Life Sciences (Required)