VP- Digital & User Experience

First Abu Dhabi Bank is an inclusive environment where each person values the experiences, perspectives, ideas and beliefs of others. We’re in a unique position to learn from all our colleagues, combining international experience with deep cultural knowledge and local expertise. At FAB, you’ll have the support of your team and a strong relationship with your line manager, who will trust you with responsibility and recognize your good performance. As we embrace different ways of seeing the world, listening to each other and respecting different viewpoints, we grow stronger – together.

The VP, Digital Marketing & User Experience reports to the SVP, Head of Digital, at FAB, to spearhead the concept and implementation of the group’s digital user experience across all customer facing channels, and equally drive the ongoing evolution to ensure a cohesive and optimised end-user experience that’s meaningful to all stakeholders.

In addition, the VP, Digital Marketing & User Experience actively supports the digital marketing agenda for the group, using their knowledge of technology platform capabilities (i.e. Sitecore and CRM tech), in-depth understanding of the bank’s needs and supports cross functional teams to apply digital techniques to generate interest and advocate long term loyalty with the banks’ products and services, and the brand across our global footprint.

The VP, Digital Marketing & User Experience will develop, implement, track and optimize our digital marketing campaigns (end-to-end), digital user journey’s (across the FAB group) and digital initiatives across all digital channels to ensure a superior and seamless experience whether that’s for our customers, media, regulators, employees, vendors and shareholders.

• The candidate should have a strong grasp of current digital and marketing tools and strategies.  They should be able to lead integrated and complex digital projects and development from concept to execution.  The VP, Digital Marketing & User Experience will work with the businesses, digital technology and marketing teams driving the digital marketing and digital unified experience mandate for the group. 

Key responsibilities:

• Lead digital related projects for the Group Marcomms team.
• Drive the implementation of the UDS for the FAB group (Universal Design System) across all digital touch points.
• Support the SVP, Head of Digital, on the digital strategy for the group marcomms team.
• Drive digital “user first” driven ethos across all digital projects, campaigns or initiatives where Group Marcomms participates or leads.
• Create and manage link building strategies, content marketing strategies, and work closely with the SEO agency to build presence.
• Innovate and present new marketing platforms and strategies using digital expertise and consistently keeping the team up to date.
• Develop engaging online content with the marketing teams including forums, videos, graphics and regularly analyse content performance.
• Owns the optimisation roadmap of test initiatives and personalisation campaigns using behavioural analytics and design, to drive and optimise key digital  journeys to improve conversation and support the banks lead generation activity
• Measure and report performance of all digital optimisation campaigns, and assess against goals (KPIs and ROI)
• Keep abreast of new online/digital content strategies and digital marketing trends; implement these new technologies in developing campaigns and update current campaigns to include new information.
• Analyze key metrics that unit our website traffic and our service quotas
• Collaborate with internal teams to create and optimize digital user experience
• Utilise strong analytic ability to evaluate end-to-end customer experience across multiple channels and customer touch points
• Instrument conversion points and optimize user funnels
• Provide thought leadership perspective for adoption where appropriate

• Bachelor/Master's degree in Digital Marketing, Communications, Business Information Systems or a related field is a must.
• Proven working experience in digital UI/UX and marketing with a minimum of 10 years of experience.
• Demonstrable experience leading and managing complex digital projects (i.e. agile mobile/web banking projects) including digital marketing campaigns (i.e. SEO/SEM, marketing database, email, social media and display advertising campaigns).
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate audiences.
• Proven experience in optimizing digital user experience and user funnels.
• Experience with A/B and multivariate testing/experiments.
• Solid knowledge of analytics tools i.e. Google analytics, net insight, Omniture, WebTrends, hot jar, etc.
• Working knowledge of ad serving tools i.e. DART
• Experience in setting up and optimizing Google Ad word campaigns.
• Working knowledge of HTML, CSS and JavaScript development and constraints
• Working experience of managing social media tools and platforms i.e. Clara bridge, Sprinklr, Lithium
• Strong analytical skills and data-driven thinking
• Up to date with the latest trends and best practices in digital marketing and measurement.
• Self-motivated with a positive and professional approach to managing projects and people.
• Well organized and able to adapt quickly to any new situation.
• Ability to build strong relationships and engage and motivate teams representing diverse backgrounds and viewpoints.                                                               
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