Senior Associate / Associate, Marketing Specialist (Cards Usage & Portfolio), Group Marketing & Communications

Business Function

Group Marketing & Communications is responsible for building, protecting, and enhancing the DBS brand in an increasingly commoditised banking industry. Working closely with all units within the DBS Group, we create and execute integrated strategies that focus on communications especially digital communications, marketing, and research to differentiate - and elevate - our brand from the rest of the competition.

Job Purpose

We are seeking a Marketing Specialist to support the planning and execution of card usage and portfolio marketing initiatives for DBS/POSB Cards. The role is responsible for driving customer engagement, increasing card spend, supporting activation and retention efforts, and contributing to overall portfolio growth through data-led, customer-centric campaigns.

The Marketing Specialist will work closely with internal stakeholders and external partners to develop compelling marketing propositions, deliver effective go-to-market plans, and optimise campaign performance across owned, paid, and digital channels.

Key Responsibilities

Campaign Strategy and Execution

• Develop and execute marketing campaigns to drive card spend, activation, retention, cross-sell, and portfolio growth.
• Create targeted value propositions and messaging based on customer segmentation, behavioural insights, and lifecycle stages.
• Support go-to-market planning, including campaign mechanics, channel strategy, customer journeys, and communication materials.
• Partner with card partnerships, portfolio management, product, business analytics, cognitive banking, creative, performance marketing, and external agency teams to ensure timely and effective campaign delivery.
• Assist in tracking and managing advertising and promotion budgets to support campaign objectives.

Content Development and Channel Amplification

• Support the development of marketing assets across channels, including EDMs, in-app messages, social media posts, website pages, and other customer-facing materials.
• Use creative tools such as Canva to produce or adapt engaging campaign content in line with brand and business objectives.
• Support A/B testing and creative optimisation to improve campaign effectiveness, awareness, engagement, card spend, and retention.
• Ensure all communications are consistent with DBS and POSB brand guidelines and broader marketing strategy.

Data-Driven Marketing & Performance Analysis

• Monitor and analyse campaign performance against agreed KPIs, with a focus on marketing effectiveness, customer engagement, spend growth, and ROI.
• Work with business analytics and performance marketing teams to derive actionable insights for campaign optimisation and future planning.
• Prepare performance updates, reports, and presentations for internal stakeholders to support data-driven decision-making.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related discipline.
• 3–4 years of relevant marketing experience, preferably in cards, banking, financial services, or consumer marketing.
• Strong project management skills with the ability to manage multiple campaigns, timelines, stakeholders, and deliverables concurrently.
• Comfortable using customer insights, data, and analytics to shape marketing strategy and campaign optimisation.
• Good understanding of digital marketing channels, content development, and customer journey management.
• Excellent written and verbal communication skills, with strong stakeholder management and problem-solving abilities.
• Self-motivated, detail-oriented, and passionate about delivering customer value and strengthening brand experience.

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