Associate Director, Growth and App

About the role

The Associate Director – Growth & App drives the growth, engagement, retention and digital experience of Wing Bank's customer base, with overall business ownership of the Wing Bank App. The role leads customer base management, digital growth, app strategy, customer engagement, loyalty, gamification and market intelligence, using data and customer insights to deliver measurable business growth.

Key responsibilities

• Own the strategy to grow the customer base across acquisition, activation, engagement, retention and reactivation, and develop segmentation and lifecycle strategies
• Own the app's strategy, customer experience and roadmap, prioritizing features and monitoring adoption, usage and retention
• Run onboarding, activation, engagement, retention, reactivation and win-back strategies, partnering with CRM, Marketing and Business teams
• Own the loyalty ecosystem and WingPoints, including adoption, earning and redemption, and monitor its performance and ROI
• Lead gamification initiatives and measure their customer and commercial impact
• Leverage customer and transaction data, partner with Data & Analytics teams on segmentation and experimentation, and run A/B tests
• Own market and competitor intelligence across digital banking, fintech, payments and loyalty, and benchmark against local and global players
• Lead and influence cross-functional teams across Product, Technology, Data, Marketing, Business, Operations and Risk

Required profile

• 12+ years of experience in banking, fintech, payments, digital financial services, telecommunications or similar high-volume consumer businesses
• Proven experience managing and growing large customer bases, preferably with millions of users
• Strong track record in digital growth, customer lifecycle management and digital product or app management
• Experience owning a consumer-facing mobile app or digital platform highly preferred
• Experience in loyalty, rewards, gamification or customer engagement is an advantage

Required skills

• Strong understanding of digital banking, fintech, payments, customer behaviour and digital journeys
• Data and analytics background preferred, able to turn insights into growth strategies
• Strong strategic, commercial and analytical mindset, with stakeholder management and cross-functional leadership skills