VP, Customer Marketing
Skills
About This Role
Job Description
Lead Continuous Relationship Marketing (CRM) strategy and execution, transforming customer engagement into deep, trust-based relationships.
Own strategic vision and operational delivery of CRM programmes that drive measurable business growth through sophisticated customer lifecycle marketing.
This strategic role requires balancing visionary thinking with pragmatic execution, orchestrating cross-functional collaboration across Product, Marketing, Customer Intelligence & Insight, Digital, and Customer Experience teams.
North Star: CRM will be how we become our customers' first call for every financial decision in their lives.
Growth Mandate: Deliver against four levers: more customers (retention, loyalty), banking more (balances, frequency, borrowing), more products (cross-sell, wallet share), for longer (tenure extension).
Responsibilities
- Own CRM vision and strategic roadmap, translating North Star into actionable strategies with measurable outcomes tied to growth levers and P&L impact.
- Lead end-to-end campaign delivery across all channels (email, SMS, push, in-app, direct mail) using prioritisation frameworks balancing business value, customer impact, and implementation speed.
- Design sophisticated campaigns including lifecycle automation, triggered journeys, behavioural targeting, predictive next-best-action, and personalised content strategies.
- Implement air traffic control mechanisms (frequency caps, preferences) and drive test-and-learn culture through rigorous A/B and multivariate testing.
- Define clear RACI frameworks ensuring appropriate consultation and alignment with supporting teams whilst maintaining accountability for CRM outcomes.
- Leverage Microsoft Dynamics 365 capabilities for sophisticated campaign automations and customer journeys, championing innovation in AI/ML applications and advanced personalisation.
- Establish comprehensive measurement frameworks and quantify CRM contribution to P&L through attribution modelling, incrementality testing, and CLTV impact measurement.
- Drive continuous optimisation through systematic analysis of campaign results and rapid iteration, monitoring NPS/CSAT to ensure programmes enhance trust.
First 90 Days
- First campaigns live by year end demonstrating operational capability
- 10+ initiatives in pipeline with clear prioritisation and delivery plans
- Governance framework established with Strategy Working Group operating rhythm and Project Team delivery cadence
- Cross-functional alignment secured with clear RACI and stakeholder engagement
Qualifications
- 12+ years in customer marketing/CRM/lifecycle marketing with 5+ years senior leadership in financial services or banking, building CRM capabilities from early stage to maturity with measurable P&L impact. Bachelor's degree required; MBA or Master's strongly preferred.
- Deep expertise in lifecycle marketing, segmentation, data-driven campaign design; strong understanding of CRM platforms (MS Dynamics 365, Salesforce, Adobe) with ability to leverage capabilities for sophisticated automation and personalisation. Proven ability establishing governance frameworks and operating rhythms enabling cross-functional collaboration.
About Us
First Abu Dhabi Bank (FAB) is the largest bank in the UAE and one of the world's largest and safest financial institutions.
We offer a comprehensive range of personal and private banking services, including credit cards, Islamic banking, investments, loans, and mortgages.
Our commitment to excellence and innovation drives us to provide top-tier financial solutions to our clients.
Life at FAB:
Working at FAB means being part of a team of talented and passionate individuals with a shared vision to support the ambitions of our stakeholders to "Grow Stronger." We embrace the needs of our customers across the globe with a sense of responsibility and confidence driven by extensive expertise that can only be delivered by an ambitious world-class organization
Career Development
FAB offers unique career choices, a chance to innovate, craft solutions for the future, and express yourself in a performance-based culture that will unleash the best in you.
Whether you are an experienced professional or just starting your career, FAB provides a range of learning and development initiatives to support all employees through training and skill development.
Our Values
At FAB, we place our customers at the core of our activities, live our values each day in every way, celebrate achievements, and empower each other to deliver leading solutions.
We have structured plans for the recruitment and career progression of Emirati talent to enable them to make a mark in the financial and banking sector both regionally and globaly that rewards your hard work and dedication.
Join our team and be part of a journey to shape the future of banking.
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