Job Purpose
NEO CVM Team
NEO is the multi-award winning personal banking segment of Mashreq Bank, and is growing rapidly, both within its home market of UAE, as well as expanding geographically. The NEO Customer Value Management (CVM) team, manages NEO propositions and customer lifecycle, from activation, engagement through to retention and closures. The focus of the team it to deliver best-in-class customer experience for NEO customers, providing them with compelling propositions, managing engagement throughout their lifecycle, and in turn, delivering sustainable revenue growth.
The role
As a member of the customer engagement team with CVM, you will drive digitally led upsell and cross-sell, to deepen product adoption and revenue growth across the bank’s retail product portfolio. This will include cross-sell of investments, insurance, loans, credit cards, accounts, deposits, remittances, FX, debit card spends, as well as upsell of NEO Plus.
You will plan and execute data-led, customer-centric cross-sell and upsell programs across digital channels, ensuring the right offer reaches the right customer at the right moment, optimizing customer engagement.
You will work with product, analytics, marketing, digital, compliance and servicing teams to design, launch, monitor and optimize campaigns, journeys and engagement initiatives that deepen customer relationships and improve customer lifetime value.
Dimensions / Scope
Portfolio coverage | Retail banking customer base across digital channels and customer segments. |
Products in scope | Investments, insurance, personal loans, credit cards, accounts, deposits, salary transfer, remittances, FX, debit card spends, digital services and new propositions as required. |
Primary channels | Mobile app, in-app banners, push notifications, SMS, email, website, digital nudges, outbound teams and other approved channels. |
Budget ownership | Campaign and engagement budget as assigned. |
Staff management | Individual contributor role; may coordinate indirect delivery through cross-functional squads and partner teams. |
Key Results Areas
Digital cross-sell and revenue growth
Identify, prioritize and execute cross-sell opportunities across the bank’s product portfolio.
Build lifecycle, trigger-based and segment-led campaigns to improve product penetration, activation, engagement and revenue.
Partner with product owners to convert propositions into clear digital adoption plans, customer communications and measurable campaign journeys.
Customer engagement strategy and execution
Own the engagement calendar across key product themes, customer moments and business priorities.
Design customer-friendly messaging and journeys across digital channels, ensuring communication is relevant, timely and easy to understand.
Reduce communication fatigue through prioritization, suppression logic, channel strategy and customer preference alignment.
Data, analytics and performance management
Work with analytics teams to segment customers, identify propensity-based opportunities and define test/control groups.
Track campaign funnels, engagement metrics, conversion, product uptake, incremental revenue and customer feedback.
Translate performance insights into clear optimization actions, including creative improvements, audience refinement and journey changes.
Product and journey enablement
Collaborate with digital squads to launch new nudges, banners, deeplinks, in-app journeys and engagement features.
Support prioritization of product offers within digital placements based on customer relevance, business value and compliance requirements.
Coordinate UAT, content approvals, go-live readiness, post-launch monitoring and issue resolution for assigned initiatives.
Stakeholder and channel management
Work closely with product, proposition, digital, marketing, analytics, technology, compliance, CX, contact centre and outbound sales teams.
Leverage outbound and assisted channels where required to complement digital engagement and improve conversion.
Maintain strong governance across briefs, approvals, campaign trackers, performance reviews and stakeholder updates.
Compliance, controls and customer protection
Ensure communications, targeting, consent management and campaign mechanics follow bank policies and regulatory requirements.
Maintain audit-ready documentation for campaign approvals, targeting rules, fulfilment logic, customer communications and post-campaign analysis.
Escalate risks, customer-impacting issues and process gaps with clear recommendations for resolution.
Operating Environment, Framework and Working Relationships
Operate in a fast-paced digital banking environment with strong focus on customer engagement, portfolio growth, revenue delivery and regulatory compliance.
Maintain close working relationships with product squads, proposition teams, marketing, data/BIU, digital channels, technology, compliance, legal, CX, contact centre, outbound teams and external partners where applicable.
Support multiple initiatives in parallel, balancing business growth, customer experience, operational feasibility and control requirements.
Problem Solving
Use customer data, campaign results and funnel diagnostics to identify barriers to adoption and recommend improvements.
Resolve cross-functional dependencies by clarifying ownership, timelines, risks and required decisions.
Identify communication, targeting, process or journey gaps and propose practical, customer-friendly fixes.
Apply strong judgement to balance commercial objectives with customer suitability, consent, compliance and experience.
Decision making authority and responsibility
Recommend campaign strategy, audience prioritization, channel mix, test/control approach and success metrics for assigned initiatives.
Make day-to-day decisions on campaign execution, content refinements, performance optimization and stakeholder coordination within approved governance.
Own delivery timelines and ensure initiatives progress through briefing, data request, approvals, build, UAT, go-live, tracking and post-launch review.
Escalate material risks, budget impacts, customer issues and regulatory considerations to the line manager with options and recommendations.
Knowledge, Skills and Experience
5 years of experience in banking, digital banking, customer engagement, product management, CRM/CVM, portfolio management, marketing automation or growth roles.
Strong understanding of retail banking products such as accounts, deposits, cards, loans, insurance, investments, remittances and FX.
Experience with digital channels, campaign management, customer segmentation, funnel tracking and performance reporting.
Ability to convert product propositions into simple customer messaging, digital journeys and measurable cross-sell plans.
Strong analytical, communication, stakeholder management and project coordination skills.
Comfortable working with data, dashboards, creative briefs, approval processes, UAT and post-campaign reviews.
Good understanding of compliance, consent, customer suitability and control requirements in a regulated banking environment.
MBA or bachelor’s degree in business, marketing, finance, analytics or a related field preferred.