Job Purpose
The job holder develops Techcombank&039;s digital marketing activities to improve business efficiency, brand image and digital marketing experience of customers; Ensures proper operation, implementation, monitoring and measurement of digital marketing activities across marketing channels.
Key Accountabilities (1)
Build a framework, processes and effective management of digital marketing activities
- Develop a periodical reporting framework on the effectiveness of marketing programs and campaigns.
- Build a reporting framework/programme framework/mechanism for measuring campaign effectiveness for online channels.
- Periodic training and guidance on digital marketing knowledge.
- Develop digital marketing implementation and control processes.
- Build online/digital marketing database to analyze and make timely decisions.
- Develop a process to coordinate digital marketing implementation across the line.
- Manage the execution of marketing activities on the online channel based on marketing strategies and plans oriented with information about customer understanding in a multi- dimensional way from many different data sources for the Trade unit. Brand Marketing and Retail Marketing.
- Develop and manage the budget for the department&039;s activities.
- Build a management framework for digital marketing activities of the Marketing Division and the bank- wide units: efficiency, budget, compliance with guiding standards.
Support for Brand/Brand và Retail Marketing activities on digital marketing channels
- Administration of continuous optimization of program performance, digital marketing campaigns based on a performance management framework: i) setting evaluation criteria, ii) testing, iii) tracking, iv) evaluation and v) adjustment.
- Manage access frequency và optimize digital media resources in the digital environment. For example: Email, Website, Fanpage, Search…
- Develop và implement a continuous communication plan on digital channels including implementation frequency, target audience, appropriate channels và budget.
- Search for new digital trends in the market and propose solutions to develop, widen and diversify digital marketing channels.
- Collaborate with related departments to build tools to collect data on customer behavior on digital media channels.
- Ensure digital marketing programs and campaigns are measured with metrics that are consistent with business targets.
Other duties as assigned by Director of Marketing Division and/or Senior Director of Digital Marketing Manager.
Key Relationships- Direct Manager
Head of Digital Marketing Performance & Management
Key Relationships- Internal Stakeholders
Marketing Division and all functional units in the bank, mainly with Business, RBG, CA, Strategy, Finance, Procurement, IT, Operations divisions.
Key Relationships- External Stakeholders
Service providers for TCB in media & digital marketing services, KOLs, online communities…
