About the Role:
We are looking for an experienced Customer Campaigns and Interactions Senior Manager to lead the design, orchestration and continuous improvement of customer interactions across our bank.
This role will own the customer campaign and interaction strategy within CRM, bringing together customer understanding, real-time decisioning, campaign management and journey orchestration to deliver the right interaction to the right customer at the right time and through the right channel. Experience with at least one of EVAM, Unica or Pega, preferably within the financial services industry, is required.
Key Responsibilities:
- Own the design, orchestration and continuous improvement of customer interaction journeys across segments, products and channels.
- Develop CRM campaign strategies and continuously optimize the periodic CRM plan in line with customer needs, business priorities and performance.
- Lead Next Best Action (NBA), personalization and customer decisioning strategies to determine the most relevant interaction, offer or action for each customer.
- Design and manage real-time and event-driven customer journeys, customer activation, engagement and loyalty programs interactions throughout the customer lifecycle.
- Translate campaign and journey performance into actionable recommendations for Marketing, Sales, Digital, Product and Customer Service teams.
- Own and continuously improve customer decisioning and journey orchestration capabilities, working closely with Data, Analytics and IT teams.
- Monitor CRM and customer interaction KPIs and drive a strong test-and-learn and continuous optimization approach.
- Represent the customer perspective in cross-functional strategy development, ensuring consistency across products, channels and touchpoints.
- Be involved customer-centric transformation initiatives to improve the bank’s interaction model and customer experience.
- Explore relevant third-party partnerships and cross-campaign opportunities.
- Lead CRM-related technology and transformation projects in close collaboration with IT, AI and Analytics teams.
- Identify innovative use cases and technologies to improve real-time engagement, personalization and interaction effectiveness.
Qualifications:
- University degree; Engineering, Mathematics, Statistics, Business Administration, Economics or related fields preferred. MBA is a plus.
- 10+ years of experience in CRM, campaign management, customer interaction, journey management, personalization or related areas.
- 5+ years of leadership experience.
- Proven experience in designing and managing customer interaction/campaign strategies and journeys across multiple products and channels.
- Strong experience in real-time and event-driven marketing and customer interaction use cases.
- Strong understanding of Next Best Action, customer decisioning, personalization and journey orchestration.
- Hands-on experience with advanced CRM, campaign management and decisioning platforms such as EVAM, UNICA.
- Good understanding of customer analytics, segmentation, behavioral data and predictive models, with the ability to translate analytical outputs into effective customer interactions.
- Strong SQL, Microsoft Excel and PowerPoint skills.
- Experience with Qlik Sense or similar business intelligence and data visualization tools, KPI monitoring and performance analysis.
- Experience with analytical tools and programming languages such as SAS and Python.
- Experience in leading CRM, decisioning, data or technology transformation projects with IT and cross-functional teams.
- Strong ability to connect customer needs, business objectives, data and technology and translate them into practical CRM solutions.
- Strong stakeholder management and communication skills, with the ability to influence and collaborate effectively across functions.
- Strong written and verbal communication skills in Turkish and English.
- Strong planning and organizational skills with the ability to manage multiple priorities.
- Open-minded and curious about new technologies, AI, decisioning capabilities and innovative approaches to improve customer interactions.
- Self-motivated, flexible, fast-learning and results-oriented, with a strong ownership and can-do mentality.