Strategy Principal Manager

**Excited to grow your career?**

BBVA is a global company with more than 160 years of history that operates in more than 25 countries where we serve more than 80 million customers. We are more than 121,000 professionals working in multidisciplinary teams with profiles as diverse as financiers, legal experts, data scientists, developers, engineers and designers.

**Learn more about the area**:
Descripción del área

**The Digital Banks Lead will focus on developing and refining the value proposition for the company’s digital banking products, optimizing the customer acquisition funnel, driving market growth through CRM strategies or strategic partnerships. The role is critical in identifying key market opportunities, targeting the right customer segments, and ensuring the digital bank achieves sustained growth through data-driven marketing and funnel optimization. The leader will play a key role in developing and executing coherent and consistent market strategies across digital banks of BBVA Group and foster learning sharing across internal and external ventures.**

We are looking for someone to join us:

- **10+ years of experience in value proposition development, market analysis, and customer segmentation within the digital banking or fintech industry.**
- **Proven ability to conduct in-depth market analysis and develop data-driven strategies to target the right customer segments.**
- **Strong experience in managing and optimizing customer acquisition funnels, with a proven track record of improving conversion rates.**
- **Expertise in CRM strategies, with experience in customer segmentation, engagement, and retention campaigns.**

**Data-Driven Decision Making**, with experience in data analytics and CRM tools to track and report on funnel performance, campaign success, and customer behavior.
- **Excellent communication skills with the ability to collaborate across multiple departments**
- **Strong project management skills**
- **Bachelor’s degree in Marketing, Business, Finance, or a related field. MBA**
- **English proficiency.**

**About the job**:
**Key Responsibilities**:

- **Value Proposition & Market Analysis**:

- **Lead the development of a compelling value proposition for the company’s digital banking offerings, ensuring alignment with customer needs and market trends.**
- **Conduct thorough market analysis to identify target segments, assess market potential/value pools, and position the digital bank effectively in different countries where BBVA operates digital-only.**
- **Analyze competitor strategies and market dynamics to refine and differentiate the value proposition.**
- **Funnel Market Optimization**:

- **Own and optimize the entire customer acquisition funnel, from awareness to conversion, to maximize customer acquisition and retention rates.**
- **Collaborate with marketing and product teams to identify bottlenecks in the funnel and implement strategies to improve conversion rates.**
- **Use data analytics to track funnel performance, identify areas for improvement, and report on key funnel metrics.**
- **CRM & Growth Marketing**:

- **Design and execute CRM strategies that foster customer engagement, loyalty, and long-term retention.**
- **Implement growth marketing tactics that leverage CRM data to personalize offers, nurture leads, and drive repeat business.**
- **Work closely with the data and marketing teams to segment the customer base and deliver targeted marketing campaigns that align with business growth objectives.**
- **Partnerships**:Identify and evaluate partnerships that support business growth, ensuring alignment with strategic objectives
- **Target Setting & KPI Tracking**:

- **Set clear targets for customer acquisition, engagement, and retention, ensuring these align with broader business goals.**
- **Continuously monitor performance against these targets and KPIs, providing regular updates and insights to the leadership team.**
- **Collaboration Across Teams**, working closely with cross-functional teams, including product, marketing, data analytics, and risk, to ensure that all digital banking initiatives are aligned with business and customer objectives.
- **Learning Sharing,**to facilitate the sharing of knowledge and best practices across Digital Banks ventures of BBVA to foster innovation and progress, and promote continuous learning and improvement.
- **Collaboration & Strategy Alignment**:

- **Work closely with cross-functional teams, including product, marketing, data analytics, and risk, to ensure cohesive execution of business strategies.**
- **Ensure all teams are aligned around a coherent and consistent strategy to achieve business objectives.**

**Skills**:
Customer Acquisition Strategy, Customer Relationship Management (CRM), Digital Experiences, Digital Strategy