DIGITAL MARKETING Key areas of responsibility in Digital Marketing are: Digital brand building across all owned digital platforms, ensuring a strong, consistent, and differentiated brand presence Design and execution of targeted cross-sell and customer engagement initiatives across digital channels Supporting to enhance Mashreq Online Banking experience, including onboarding journeys, navigation, and customer engagement Driving awareness, usability, and ongoing customer engagement within the Mobile Banking application Leveraging digital and assisted channels (including ATMs) to enhance brand communication and customer engagement Ensuring high-quality, customer-centric website content and visually engaging digital assets aligned with brand standards Developing and executing targeted initiatives to engage New-to-Bank (NTB) audiences through relevant and meaningful digital experiences, without direct ownership of acquisition targets
Define the Online Branding strategy working closely with Mashreq’s Digital Banking team. Develop and implement a comprehensive digital marketing plan that addresses online advertising, influencer campaigns, creative mobile application and website banner placements, and engaging social media content, ensuring a cohesive, integrated, and impactful brand presence across all digital touchpoints. Create and execute repeatable digital retail campaigns, continuously refreshing creative concepts and messaging to effectively remind customers of the bank’s value proposition and key benefits. Continuously monitor emerging digital trends and innovations to identify opportunities that enable the bank to maintain a first-mover advantage. Explore strategic partnership opportunities with leading third-party digital companies, with a clear focus on enhancing brand perception, strengthening existing customer engagement and product usage, and engaging New-to-Bank (NTB) segments through relevant and targeted campaigns. Collaborate with the media buying team to support acquisition campaigns through strategic input, creative positioning, testing frameworks, and optimization across key digital channels. Partner closely with key Marketing stakeholders (Segment Marketing, Analytics, Research, etc.) to build marketing plans; and provide updates on initiatives/key performance indicators Build and execute a year-long strategy to drive positive customer by frequently publicizing Mashreq’s brand message using digital communication channels and leverage influencers Co-lead digital media initiatives (Email Marketing, Display, etc.) Own and oversee the Direct-to-Client digital marketing pipeline (SMS, eDM, etc.), collaborating closely with business teams to deliver relevant communications and provide creative solutions that effectively support and align with their strategic objectives. Leverage web analytics tools to identify drop-off points across the conversion funnel and develop data-driven initiatives, while implementing and rigorously measuring campaigns to maximize channel performance using advanced analytics platforms (e.g., Sprinklr) to generate actionable insights and support continuous optimization. Work closely with the bank’s business units to promote cross-channel integration, optimize the existing customer experience, identify profitability opportunities, and effectively engage New-to-Bank (NTB) segments through relevant and targeted digital initiatives. Collaborate closely with the CX team to develop and deliver large-scale digital initiatives (e.g., “How-To” video series) that enhance customer understanding and improve the overall experience, while enabling social media teams to provide clear, accurate, and visually supported responses, guiding customers seamlessly through their banking journey step by step Work closely with Mashreq’s Global Brand team to ensure all campaigns are aligned with brand guidelines, relevant to diverse market needs, and consistently reinforce a unified Mashreq brand presence across all geographies. Provide support to global marketing teams on Egypt-related campaigns, ensuring all initiatives are locally relevant, culturally aligned, and effectively tailored to the Egyptian market.
DIGITAL CHANNELS MARKETING Define and drive the strategy for digital branding, ensuring a consistent and compelling brand presence across all digital platforms and customer touchpoints. Develop and manage digital marketing calendars and initiatives to strengthen the bank’s presence. Design and implement strategies to drive high-quality traffic and engagement across digital channels (website, mobile app, social Media, etc.) Oversee the look and feel, content, and user experience across all digital platforms, ensuring alignment with brand standards and digital best practices Proactively contribute to the design and delivery of a seamless, integrated omni-channel customer experience across all digital and physical interactions
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