• Competitive
  • Singapore
  • Permanent, Full time
  • OCBC Bank
  • 12 Dec 17

Assistant Vice President, Youth Segment

Assistant Vice President, Youth Segment

What you'll do:
Work within the Youth Segment campus team to deepen FRANK by OCBC's penetration and entrench FRANK by OCBC as the go-to financial partner/institution among 16-22 year old students via:
  • Developing a campus strategy which defines key business priorities, audience segmentation, sets clear communication objectives, partnership strategies and channel strategies to meet acquisition targets across key portfolio of products. Manage a team of 2 segment executives to deliver the strategy.
  • Work with New-to-Workforce team to develop plans to migrate Student base to New-to-Workforce base seamlessly
  • Forge deeper relationships with campus partners by planning, coordinating and executing activities and initiatives such as curriculum design and delivery (together with other OCBC stakeholders/business units), guest talks & case study delivery, hosting visits to FRANK Stores and sponsorship of student final year projects.
  • Ensure continued growth of FRANK acquisition portfolio (account, debit card, study loans, overseas study insurance, Young Investor Programme) through end-to-end marketing campaigns planning, execution and working collaboratively with internal multi-functional stakeholders and creative/media agency partners:
    1. Assist in the planning and execution of targeted marketing campaigns and initiatives, including on-ground activation events and road shows;
    2. Conduct post-campaign/initiative tracking and analysis for future optimisation and improvement;
    3. Manage and track campaign budgets to ensure no overspending.
  • Deepen e-payment/cashless/PAO penetration amongst student population both on- and off-campus.
  • Manage key campus channels, including FRANK Stores on campus, ATMs on campus, DMP screens on campus.
  • Build content strategy for student engagement, including working with team members to manage student e-newsletter, social posts and blog posts relevant to student base.
  • Negotiate for and execute brand partnerships and sponsorships to build top of mind awareness for FRANK by OCBC amongst students
  • Assist in planning and executing FRANKpreneurship yearly
  • Assist in responding to customer queries/feedback through various channels such as social media.


*LI-QSH



Qualifications
What you bring:
  • At least 4 years working experience in a marketing and/or business development role dealing with youths or youth brands preferred
  • Personal attributes: curious, tenacious, articulate, detail-oriented, organised, analytical (comfortable with data and numbers), independent, customer-centric, collaborative, people-oriented