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

Job Summary

• A Senior Digital Marketing Manager develops and implements digital marketing strategies to drive brand growth, consideration and customer engagement. The role will oversee strategic digital workstreams across the groups whilst supporting in best practice on campaigns across various channels, including SEO, social media, email, and paid ads. The role involves analyzing performance metrics and optimizing campaigns to meet business objectives. The candidate must collaborate with other departments, regions and stay updated on industry trends. Additionally, they work with budgets, track ROI, and report on campaign effectiveness to stakeholders. The Senior Digital Marketing Manager at Absa will play a crucial role in bridging the gap between marketing and technology, optimising digital touchpoints, and ensuring a customer-centric approach while adhering to the highly regulated financial industry standards.

Job Description

Responsibilities:

• Digital Marketing Strategic Implementation:
• Implementation of critical workstreams aligned to driving a digital first approach in marketing across the group
• Workstreams include:
• Digital Marketing Technology Stack: Review, Evolution
• Digital User Experience across owned and paid platforms
• First Party Data Approach & Roll Out
• Performance Marketing & Search Strategic Approach & Implementation
• Digital tracking, measurements and analytics
• Support: Social Media Workstream to ensure alignment to overall digital marketing strategy
• Support: Owned Platform Workstream to ensure alignment to overall digital marketing strategy
• Performance Marketing & Search:
• Collaborate with the marketing teams across business units to assist in the execution of lead generation, customer acquisition, and revenue growth through performance marketing approaches
• Development of frameworks, guidelines and toolkits for business units to implement based on relevant objectives
• Development of campaign performance & measurement framework to understand and analyse performance marketing campaigns (i.e. inclusive but not exhaustive of benchmarking, tracking, A/B Testing. Optimisation)
• Driving seamless user journey & experience to ensure quality leads and conversions across digital platforms
• Strong understand of search strategies (inclusive of organic, SEO and paid search) to drive quality leads/conversions and re-marketing
• Customer Experience & Engagement:
• Create and refine user journeys, ensuring seamless digital experiences across the bank's website, mobile app, and other online touchpoints
• Leverage customer data and analytics to personalize marketing campaigns, improve engagement, and enhance customer satisfaction
• Marketing Technology Stack (Martech | Tech Stack):
• Utilize and manage a variety of digital marketing tools and platforms (e.g., Google Analytics, SEMrush, HubSpot, Marketo, Salesforce, Hootsuite, AdWords, etc.) for campaign execution, tracking, and reporting across paid, owned and earned platforms
• Leverage marketing automation tools to streamline workflows and enhance the customer journey
• Enhance & support existing Martech Workstream to implement relevant use cases across business units to drive personalized & intuitive customer communications and solutions
• Strategic Technology Partnerships:
• Management of strategic technology partnerships such as (but not limited to) Meta, Google, TikTok, Social Media Technology Tools, Sales Forces and Location Based services
• Support paid media manager and paid media agency to develop Joint Business Partnerships with relevant technology partner to derive value and innovation from these collaborations
• Fit for Future reviewing of new and innovative technology solutions that align to overall digital marketing strategic objectives
• Data Analytics & Reporting:
• Collect and analyse data from various digital channels using analytics tools to evaluate campaign performance and identify areas for improvement
• Support agency in preparation of reports and presentations summarising key performance metrics and insights
• Measurements, dashboards and tracking of performance of paid digital channels inclusive of trend analysis and benchmarks
• Compliance & Governance:
• Ensure all digital marketing initiatives align and comply with relevant banking/Finserv regulations, industry standards, and internal policies
• Work closely with legal and compliance teams to mitigate potential risks
• Identify new and potential risks whereby policies, standards and guidelines need to be developed to ensure we mitigate any operational and reputational issues

Qualifications & Experience:

• Bachelor's degree in Marketing, Digital Marketing, Communications, Digital Media, or related field (also inclusive of Business Science and Technology)
• Proven experience of +- 8 years+ within digital marketing management
• A strong knowledge of Meta Business & Ads Manager on Instagram, Snapchat, Twitter, Linkedin, You Tube and TikTok
• Experience with digital tools like Hootsuite, Sprout Social, or Buffer
• Knowledge of paid social advertising (Facebook Ads Manager, LinkedIn Ads, Google Ads)
• Experience with content creation tools like Adobe Creative Suite or Canva
• Knowledge of first party data / single view of customer approaches and tactics inclusive of technology requirements
• Strong analytical skills with the ability to interpret data and derive actionable insights.
• Excellent communication skills, both written and verbal
• Ability to multitask, prioritize, and work effectively in a collaborative team environment

Other Requirements:

• Knowledge of financial services industry regulations and compliance guidelines related to digital marketing
• Ability to stay ahead of trends in social media and digital marketing, ensuring the bank’s digital presence remains fresh and relevant.
• Strong understanding of SEO, SEM, paid search, programmatic advertising, and display advertising.
• Experience with marketing automation platforms and CRM tools (HubSpot, Salesforce, Marketo, etc.)
• Excellent analytical skills with the ability to translate data into actionable insights
• Proven track record of driving customer acquisition and achieving measurable results
• Involvement and experience within the IAB and MMA is preferred, however not mandatory
• Multi-Market (Rest of Africa and/or International) is preferred but not mandatory
• Strong ability to upskill and develop a marketing community on digital marketing principles and brilliant basics

Education

• Bachelor`s Degrees and Advanced Diplomas: Marketing (Required)