Digital Banking, Growth Lead-(WD50518)

DBS is a leading financial services group in Asia with a presence in 18 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. Recognized for its global leadership, DBS has been named "World's Best Bank" by Euromoney, "Global Bank of the Year" by The Banker and "Best Bank in the World" by Global Finance. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named "World's Best Digital Bank" by Euromoney. In addition, DBS has been accorded the "Safest Bank in Asia" award by Global Finance, a leading New York-based financial publication, for 14 consecutive years from 2009 to 2024. For more information, please visit

Underlining its commitment to India, DBS Bank officially announced the launch of its locally incorporated wholly owned subsidiary, DBS Bank India Limited (DBIL) in March 2024. This marked a key milestone for the bank, which has been present in India for 26 years. DBS Bank India Limited is the only large foreign bank in India to start operating as a wholly owned, locally incorporated subsidiary. DBS provides an entire range of banking services for large, medium and small enterprises and to individual consumers in India. In 2016, DBS launched India's first, mobile-only bank – digibank, which now has ~1 million savings accounts. DBS was ranked No 1 in India by Forbes in its 2020 list of the World's Best Banks.

Job Purpose

This role is part of the digital banking team within the consumer banking group and is expected to drive key portfolio objectives of activation, usage, cross sell and retention for digibank. The role will be focused on savings account and payment products. Given that digibank is a mobile first bank with no branches or RMs, hence customer engagement to meet the portfolio objectives has to be through in-app and digital channels, in a relevant, contextual and personalized manner.

Key Accountabilities
• Portfolio KPIs: app registration, activation, balance build, usage, cross sell, retention and revenue realization in line with the budget, focused on savings account and payment products
• Contextual messaging strategy and execution: in app, and through email, SMS, push note, gamification etc.

Job Duties & responsibilities

For the assigned product portfolio:
• Track, analyze and monitor digibank portfolio health and movement in line with budget
• Identify required interventions and drive campaign / messaging strategy, calendar working closely with product, marketing, analytics, platform and campaign operations teams. Test hypotheses through experimentation and incorporate learnings in our digital engagement strategy.
• Regular monitoring, analytics and review of campaign outcomes jointly with product, marketing, platform and analytics teams. Publish key insights to disseminate learnings with wider stakeholders.
• Create and drive the customer engagement strategy using all channels of communication as well as in app solutions to deliver a contextual, personalized and relevant messaging experience
• Ensure a robust offer and incentive strategy is in place to drive portfolio objectives in a cost effective manner and within usage budgets
• Identify and drive AI / ML based use cases with the goal of driving engagement and cross-sell.
• Scale and automate growth processes
• Conduct and present competitive analysis and market research
• Work closely with product, sales and marketing teams to formulate growth strategy and drive new initiatives

Required Experience

Combination of multiple roles preferred:
• Product / portfolio management for savings and payment products
• Campaign management / Digital marketing / Communication
• Growth hacking

Education / Preferred Qualifications

MBA

Core Competencies
• Analytical, structured thinking, problem solving
• Creativity
• Stakeholder management
• Result oriented
• Comfortable working in an ambiguous environment

Technical Competencies
• Product management
• Digital marketing exposure
• Understanding of Analytics

Work Relationship

Working very closely with respective product teams.

DBS India - Culture & Behaviors
• Drive performance through Value Based Propositions
• Build pride and passion to protect, maintain and enhance DBS' image and reputation
• Enhance knowledge base, build skill sets & develop competencies
• Invest in team building & motivation through ideation & innovation
• Execute at speed while maintaining error free operations
• Develop a passion for performance and grow the talent pool
• Maintain the highest standards of honesty and integrity