QUALIFICATIONS AND JOB DESCRIPTION
The new generation payment platform ininal was established in 2012 to provide basic financial services to both individual and corporate customers. ininal, a subsidiary of Multinet UP, received electronic money activity permission from the BRSA (Banking Regulation and Supervision Agency) in 2017. Aiming to be the digital banking platform for 25 million non-bank users, ininal is also a member of BKM and integrated into BKM Express. ininal provides financial solutions to individual users, corporate firms and start-ups. ininal offers its individual users a debt-free, interest-free, secure Visa prepaid card and ininal Wallet application downloaded via the App Store and Google Play. ininal Card is possible to buy from more than 15 thousand points consisting of D&R, KİM Market, Migros, Pratik İşlem, PTT işyeri, Şok Market, Teknosa and Vatan Computer points.
We are looking for a Product and Segment Marketing Manager to join our team with the following qualifications:
- Bachelor’s degree from a reputable, top-tier university in Engineering, Business, Marketing, Statistics, Mathematics, Finance or Economics, MBA is a plus
- 10+ years of experience in marketing on new products and segmentation. CRM, Marketing Analytics, Strategy, Business Development
- Experience in financial technologies, especially payment systems, technology, banking/finance sectors is preferred
- Proficiency with product strategy, CRM, analytical data analysis
- Excellent verbal and written communication skills in Turkish and English
- Solid business understanding and analytical skills with ability to deliver insightful ideas and draw findings from figures
- Ability to think creatively with an ‘outside the box’ approach
- Growth Hacking mindset
- Ability to operate at all levels in the organization, excellent communications skills and personal drive to lead activities involving multiple functions at all managerial level
- Result-oriented, problem solver with provided resources and proactive thinker with drawing valid conclusions from findings using available data.
- Ability to think innovative and creatively, keep up with new trends and technologies
- Experience in leadgeneration and the customer journey, and the desire to take this to a higher level.
- Proven track record in project management, execution through sales department, and development of marketing activation driving commercial growth campaigns
Job Description
- Responsible for developing the segment strategy based on excellent data analysis, market development, trends, customer and competitor insights
- Addresses product offerings, target customers, market penetration and market acceptance
- Defines key value propositions and messaging of new and updated products for diversified segments
- Defines the market segment and product alignment; owns market intelligence to formulate strategy
- Develops the product launch strategy and plans collaboratively with marcom and product managers
- Manages the overall pricing strategy and margin achievement for assigned products
- Works with Product Development Team on development of products to be defined though target segments and follows the process to collect required features and benefits including kpi forecasts essential for product launch and ROI
- Manages pricing and margins for products in assigned segment
- Execute segment activations in order to build and maintain customer satisfaction and loyalty
- Responsible for increasing acquisition and retention of targeted segments
- Analyze & interprete data and reports to identify trends, issues and opportunities and generate actionable insights to improve kpis and overall performance.
- Drive long-term business growth by owning the segment lifecycle, including customer acquisition, retention, cross-sell, upsell and promotional strategy, customer life-time value (LTV), and building loyalty
- Responsible for identifying different customer personas, and carrying out the optimization of CRM/marketing activities based on customer profiling and segmentation
- Have knowledge on digital marketing and related analytical tools to manage activities including digital performance marketing and SEO.
- Develop strong cross-functional relationships with IT, operations, finance and all 3rd party vendors including agencies, solution and business partners
- Develop and manage both existing and new partnerships to utilize for campaigns
- Control and follow up of product-based online & offline marketing activities within the budget plan.
- Follow up marketing activities in the sector, market dynamics, competitors and development of competitive products.