Senior Associate, Product Growth and Commercialization at I&M Bank

Job Purpose:

• Reporting to the Product Manager lead, role focuses on development & execution of strategies to drive sustainable and scalable business growth & commercialization for the digital banking unit. 
• Key duties include designing and executing growth strategies that increase customer acquisition, optimizing digital onboarding experiences and revenue per customer while maximizing customer lifetime value.
• The holder uses data-driven insights, customer behavior analytics, and cross-functional collaboration to enhance funnel performance, unlock revenue opportunities, and improve overall commercialization of digital channels.

Key Responsibilities:
Financial:

• Develop and execute growth strategies that increase revenue, product profitability, and customer lifetime value across digital onboarding, account opening, and card sales.
• Drive commercialization of digital onboarding and card products by refining value propositions, identifying pricing opportunities, and supporting go‑to‑market planning.
• Optimize Return on Marketing Investment (ROMI) by designing and managing growth experiments, campaign performance, and funnel enhancements.
• Identify and prioritize revenue-generating opportunities that drive both immediate results and long-term sustainable growth.
• Use performance insights to recommend adjustments to product offerings, pricing levers, or customer journeys to maximize financial contribution.

Customer:

• Lead initiatives to grow customer acquisition through optimized digital onboarding.
• Continuously improve customer activation, usage, and retention by analyzing behavior and designing targeted interventions across the customer lifecycle.
• Identify customer pain points and experience gaps across onboarding and card journeys and champion customer-centric improvements to remove friction.
• Collaborate with Marketing to create targeted acquisition and engagement campaigns that improve adoption of digital channels and card products.
• Enhance customer value by driving cross-sell and upsell opportunities during onboarding and early engagement stages.
• Use customer segmentation and analytics to personalize engagements and improve response/win rates.

Internal Processes:

• Analyze end‑to‑end onboarding funnels to identify drop-offs, bottlenecks, and friction points across application, verification, approval, and activation stages.
• Design and execute funnel optimization initiatives, including A/B tests, journey enhancements, nudges, and UI/UX improvements.
• Work closely with Product Managers to align growth initiatives with product roadmaps, release plans, and platform enhancements.
• Collaborate with Engineering, UX, and Data teams to troubleshoot issues affecting onboarding and prioritize fixes that unlock growth.
• Partner with Risk, Compliance, Fraud, and Operations to ensure journeys remain compliant, secure, and efficient without introducing unnecessary friction.
• Develop and maintain dashboards, analytics models, and reporting frameworks to track KPIs across onboarding, activation, and revenue performance.
• Support go-to-market execution for new features, enhancements, and campaigns through cross-functional coordination.

Enablers:

• Work closely with Data Analysts, Product Managers, Marketing, and Engineering teams to translate insights into actionable growth strategies.
• Drive a culture of experimentation within the tribe by testing hypotheses, validating ideas, and sharing learnings and best practices.
• Support capability building by documenting growth insights, developing playbooks, and upskilling tribe members on data-driven growth methodologies.
• Contribute to cross-functional working groups to improve the digital onboarding ecosystem, and customer experience standards.
• Participate in training and professional development to stay current with digital banking trends, growth methodologies, analytics tools, and customer behavior insights.
• Build strong internal relationships to foster alignment, speed of execution, and collective ownership of growth KPIs.

Job Dimensions:

• Develop and execute growth strategies that scale digital onboarding.
• Analyze and continuously optimize the end‑to‑end digital onboarding funnels by identifying bottlenecks and implementing targeted experiments to improve completion and activation rates.
• Drive customer acquisition through targeted initiatives, segmentation-led interventions, and journey enhancements that increase adoption and early usage across digital products.
• Use data analytics to monitor key KPIs, generate insights, and shape decisions on growth experiments, personalization opportunities, and performance improvements across onboarding journeys.
• Work closely with Product, Engineering, Marketing, UX, Risk, and Operations to align growth initiatives with roadmap priorities and deliver frictionless, compliant, and customer‑centric digital onboarding experiences.
• Engage and manage key internal stakeholders by providing clear performance updates, insights, and recommendations, ensuring alignment on growth objectives and journey enhancements.

Academic Qualifications:

• Bachelor’s degree in business, Marketing, Economics, Data Analytics, or related field. MBA is a plus.

Professional Qualifications / Membership to professional bodies/ Publication:

• Relevant certifications in digital marketing, analytics, or product growth will be an added advantage.

Work Experience Required:

• 5+ years’ experience in digital banking, fintech, product growth, commercial strategy, or digital acquisition.
• Experience in fintech, telecom, mobile money, or banking is preferred.
• Strong understanding of digital onboarding processes.
• Proven track record in growth strategy, funnel optimization, and digital channel performance management.
• Experience working in agile tribes/squads is an added advantage.
• Strong analytics capability, including interpreting funnel metrics, customer behavior, and campaign performance.

Technical Skills:

• Growth and commercialization strategy.
• Funnel analysis and optimization.
• Digital onboarding understanding.
• Strong analytical skills with proficiency in data tools like Google Analytics, Mixpanel, or SQL.
• Data analytics and insight generation.
• Experimentation (A/B testing, journey experiments).
• Financial and ROMI analysis.

Behavioral Competencies:

• Strong collaboration and influencing.
• Customer-centric problem-solving.
• Effective communication and storytelling.
• Commercial acumen and strategic thinking.
• Agility and adaptability.
• Stakeholder engagement.