General Manager – Digital Channels Optimisation
The business and team
Digital Channels in RBS is responsible for the Group's online, tablet and mobile experiences for direct to consumer businesses including retail banking, small business and retail wealth products.
The Digital Experience team is responsible for the digital customer experience across devices for everyday financial services and supporting the experience for direct wealth management and small business. The team is responsible for conducting customer centred design research to inform the design of the digital experience across the Group's platforms, growing customer satisfaction and delivering on cross- and up-sell opportunities.
The opportunity
The General Manager, Digital Channels Optimisation has overall responsibility to analyse and deliver insights on the customer decision journey and experience to optimize customer engagement, sales and service.
This role is required to take an analytics centred approach to establishing a build, test and learn framework for analysing and optimising digital channels performance, establishing new digital channel operational and experimentation capabilities and supporting channel strategies to maximize customer satisfaction and product sales.
What will success look like?
- You will role model customer centricity whilst helping to define the total digital experience
- You will establish a framework for analysing and optimising digital channels against a complex set of value drivers including sales and sales contribution, customer lifetime value, customer engagement and satisfaction, sales and service cost, product usage, and retention
- You will understand, describe and measure the customer decision journey to help define the digital experience
- You will acquire and apply web analytics, market research, behavioural studies, industry trends, social media sentiment and competitive analyses to drive decision making
- You will define and manage the experimentation framework to measure and evaluate enhancements
- You will provide insights into marketing strategies and measure the effectiveness of marketing activities within digital channels
- By leveraging analytics capabilities you will contribute to financial performance and investment planning
- You will establish new digital channel analytical capabilities in partnership with Enterprise Services (IT) to drive customer experience relevancy.
- You will contribute to the roadmap for digital channels and technical capabilities to support digital channel analytics
- You will take responsibility for recruiting, leading, developing and coaching the optimisation team to ensure successful delivery of the strategy, support of the business and diligent resource management
What will help you succeed?
- You have extensive experience leading a retail digital analytics team, including demonstrated application of dynamic analytics to drive digital publishing
- You possess sound knowledge of analytical software tools and technology
- You have proven experience with Agile processes and knowledge of best practices in online and mobile channel development and digital marketing
- You have the ability to demonstrate successful leadership of teams as well as an understanding of financial services
If you are passionate about optimising customer experience and feel you can contribute to the success of our Digital Channels team then this may be the opportunity for you!
To be considered for this opportunity pleaseapply online.
Advertised:
26 Aug 2013 Aus. Eastern Standard Time
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