ROLE PURPOSE
The Digital Retail Division is responsible for developing Yoma Bank’s mass market retail financial services business. In its early phase, the Division will focus on developing products and channels to service lower to mid income customers outside of the branch network.
The Division operates as a design practice. We start with inspiration about how to make financial services work for mass market customers. We gather information about customers and markets. We iterate through prototype tests with customers until we make the solution work. And then we engineer the solution to scale. We build customer value like this using apps, web interfaces, good old fashion financial product designs, data analytics and automated credit scoring, digital coaching and chat bots, and cash merchant networks.
The Division requires the services of a Head of Digital Customer Relations to establish two way communications across multiple platforms with our customers to help us understand their needs and pain points. We will refine these communications through rigorous feedback loops so that they effectively guide customers to the products, services, and customer experiences they will value most.

RESPONSIBILITIES
You will establish and manage the multi-channel digital platform for two way customer communications and work with vendors to implement tailored messaging in support of Yoma Bank’s Digital Products and Services. You will build and monitor relationships with our customers, manage their engagement in our product development and increase their financial literacy over time through thoughtfully designed communication.

KEY ACCOUNTABILITIES:
- Maintains a “360” view of customers, considering how we interact with them across Yoma Bank touch points (mobile banking app, direct marketing, call center, branch, etc).
- Develops a vision for digital coaching through two way customer communication to support the journey of Yoma Bank Digital customers, with regular input from practice
leads (BA, Customer Experience / UX, Ops)
- Works with vendors to create and implement messaging tailored to individual digital banking customer journeys and refines through systematic testing
- Evaluates and selects digital communication channels in the market to create an integrated experience for customers at low cost
- Extracts and analyzes data from the two way customer communication channel and shares insights with other business leads and departments
- Ability to evaluate and articulate ROI on customer communication investments and decisions (short and long-term).
- Identifies new opportunities for digital coaching messaging based on developments in the market, technology, and customer behavior
- Maintains an up to date view of vendor offerings for digital communication and social media listening
- Works closely with marketing, branches, and other stakeholders in the bank to develop content, manage consistency and optimize impact of customer touch points
- Ensures required functionality of digital coaching in Yoma Bank digital channels and partners

KPIs
- Timely execution of work plan deliverable

Knowledge & Skills
Essential
- Experience and local market knowledge of digital marketing channels
- Ability to develop messaging content related to digital banking products and to interpret customer feedback and behavior related to that messaging
- Working knowledge of advanced analytics use cases and techniques and behavioral science fundamentals
- Has a combination of project management and technical skills
- A working knowledge of key contemporary product development practices, including business analysis, UX design, business intelligence, agile software development
/scrum.
- Ability to develop a business case with comfort using data analytics to support that case
- Ability to translate user and business objectives into technical requirements, including for digital platform development
- Passionate about making financial services work for everyday life, using cutting edge technology and design methods
- Team player with excellent interpersonal skills and integrity

Education & Special Training
Essential
- Completion of tertiary qualifications in a business or related field such as Bachelor of Business, Management, Commerce, Finance, Accounting, Economics and/or industry
specific qualifications.

Experience
Essential
- Your education and work experience will need to show that you have the listed knowledge and skills
- Experience in digital marketing
- Experience in managing a complex project in a demanding environment
- Simply being smart and energetic enough to learn relevant design and IT skills on the job

Desirable
- Experience in the IT industry, financial services, or e-platforms
- Experience in human-centered digital product design and development
- Experience in advanced analytics or behavioral research

Languages
Essential
- Ability to communicate (verbal and written) fluently in Myanmar and working proficiency in English language.
- Ability to type and write professionally in Myanmar