Fintech Growth Marketing & Martech

Fintech Growth Marketing & Martech

Location: Jakarta, Jakarta, ID

Level: Mid-level; 4-10 years of experience

Department: Group Fintech

The Role Summary:

• The AVP of Fintech Vertical & Growth Marketing is responsible for driving customer growth, retention, and revenue optimization for fintech products such as loans, savings, and insurance. The role focuses on managing campaign traffic from internal media and lifecycle marketing, segmentation, hyper-personalization, and customer engagement strategies to maximize ARPU and CLTV. As the business owner of the martech communications stack, you will implement and optimize marketing technology solutions to drive operational efficiency and revenue growth.
• You will need to have the knowledge and expertise on the channels you are managing to deliver the best results based on the objectives.
• The AVP is someone who is highly proficient in communication and managing stakeholders to remove blockers for the campaigns. You’ll take the lead in executing the campaign/journey implementation and development for customer lifecycle programs and communications.

Responsibilities:

• Customer Life Cycle (CVM)
• Develop and execute end-to-end fintech customer engagement strategies (acquisition, activation, retention, and churn prevention) in collaboration with Media Ops.
• Deploy real-time engagement strategies across multiple digital touchpoints (SMS, WhatsApp, STK Push, App, Web) with Media Ops.
• Optimize loan graduation strategies to transition customers from low-tier to high-tier financial products.
• Lead upsell and cross-sell fintech campaigns to boost fintech revenue within the telco ecosystem.
• Identify high-value customer segments and drive personalized offers.
• Campaign Performance and Advanced Data Analytics:
• Develop campaign segmentation models and analyze data based on Telco behavior, credit scores, and other segmentation models to refine fintech marketing.
• Support campaign personalization strategies with real-time predictive analytics.
• Track and analyze Reach, CTR, CVR, ARPU, churn rate, and LTV to measure fintech marketing effectiveness.
• Conduct A/B testing and data experimentation with Media Ops to improve campaign engagement.
• Establish KPIs and marketing dashboards to track MarTech campaign performance and ensure data-driven decision-making.
• Analyze and refine conversion funnel metrics (click-through rates, CVRs, ARPU impact).
• Marketing Automation & AI Personalization
• Leverage AI & Machine Learning models to enhance campaign segmentation.
• Build automated reporting dashboards (Looker, Power BI, Google Data Studio) for fintech marketing KPIs.
• Oversee AI-powered marketing automation workflows across SMS, STK Push, push notifications, WhatsApp, and email.
• Optimize campaign automation processes to improve efficiency and customer engagement.
• Cross-Functional Collaboration
• Work closely with the VP Marketing, Media Ops AVP, Data Engineer, Data Scientist, and Product Development to configure technical implementation of customer lifecycle journeys and tactical communication campaigns through various owned media. You will directly impact the incremental growth of IOH Fintech in the Indonesia market through scalable, personalized, relevant, and contextual communication, increasing engagement and conversion, and improving the funnel.
• Collaborate with Data & Portfolio, Data Engineer, IT, and Product Teams to align MarTech strategy with fintech business goals.
• Ensure MarTech compliance with financial regulations and data privacy laws.
• Provide executive insights and strategic recommendations for fintech growth.

Key Qualifications and Skills:

• 10+ years in CVM & Martech or AI-driven campaign execution, fintech, startup, or digital banking.
• Strong expertise in Martech, customer segmentation, data-driven marketing, and lifecycle management.
• Deep understanding of AI-driven segmentation & automation tools (CDP, CRM, CMP, AI Machine Learning models).
• Proficiency in campaign automation & analytics platforms (Salesforce, Adobe, Google Analytics).
• Expertise in A/B testing, personalization, and multi-channel campaign execution.
• Analytical mindset & stakeholder management skills.