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VP, Customer Engagement & Retention

San Diego, CA, USA | BofI Federal Bank

  • Industry:
    Banking / Investment Banking
  • Position Type:
    Full-Time
  • Functions:
    General Management
    Marketing
  • Experience:
    5-7 years
Job Description:
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This is a new role that will be responsible for providing strategic oversight of our customer engagement, cross-sell, and retention strategies.


The Role


Customer Segmentation


Build upon current customer segments and personas to ensure customer journeys are customized and optimized for each audience

Work with the enterprise data warehouse and business intelligence groups, develop new customer segments and personas as new audiences are acquired and on boarded


Personalization


Work with multiple departments including content, UI/UX, web development, and marketing automation teams to maximize personalization opportunities across all customer touchpoints including the website, online banking platform, contact center, and mobile app 

Leverage existing personalization tools to ensure that the right creatives, messages, and experiences are delivered to each customer segment

Develop reports and share results with leadership team


Customer Engagement


Develop strategies and oversee execution of initiatives to drive customer engagement which includes collaboration with the social media team to post appealing and relevant content designed to compel likes, shares, and positive comments

In collaboration with the social media team, develop quarterly or semi-annual social media contests designed to delight and reward customers

Create and execute strategies to encourage our customers to activate online banking and increase usage of online banking features and tools as well as the mobile app

Co-manage the company’s personalization strategies that utilize the company’s customer segments and personas to create personalized end-to-end experiences

In collaboration with the product team, develop and execute a gamification strategy to engage customers and build brand loyalty


Metrics and Reporting


Direct Marketing Analysts to develop customer experience performance dashboards to show performance related to key drivers of customer engagement and lifetime value


Are You A Fit?


5+ years’ customer engagement and retention

Strong technical background and marketing automation, CDPs, DMPs

Management of a team

Customer research and analytics, process improvements

MS Office

Bachelor's degree 


Preferred:


Salesforce

Tableau

Bachelor's in in Marketing, Communications, Digital Media or a related field

Gamification/loyalty rewards

Banking or financial services 


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