Senior Manager/Manager - Digital Channels - Bank

Role & Responsibilities:

Key highlights of the role are listed below (purely indicative and not limiting):

• Support the Lead X-Sell & Servicing in driving the product delivery, optimization, and governance of the CARD acquisition website and digital card sourcing journeys.
• Own the end-to-end website product lifecycle, ensuring seamless customer experiences, timely delivery of enhancements, regulatory compliance, and achievement of acquisition and conversion objectives.
• Gather, analyze and document business requirements through BRDs, FRDs, user stories, process flows, wireframes, and acceptance criteria; coordinate with business stakeholders to ensure clarity and completeness of requirements.
• Own the website product backlog, prioritize enhancements, defect fixes, and optimization initiatives, and support roadmap execution aligned to business objectives and customer needs.
• Drive implementation of new customer acquisition journeys including card discovery, eligibility checks, card comparison tools, application forms, lead generation journeys, pre-approved offers, and partner-led sourcing programs.
• Collaborate with UI/UX teams to design intuitive, mobile-responsive, and conversion-focused customer journeys that improve application completion rates and reduce drop-offs.
• Work closely with Digital Marketing, Martech, SEO, SEM, and Campaign teams to improve website traffic, lead quality, customer engagement, and acquisition performance.
• Analyze website traffic, customer behavior, acquisition funnels, heatmaps, conversion journeys, and campaign performance to identify optimization opportunities and recommend data-driven enhancements.
• Partner with Analytics and Data Science teams to implement customer segmentation, personalization, recommendation engines, A/B testing frameworks, and targeted acquisition strategies.
• Monitor website availability, page performance, Core Web Vitals, and user experience metrics to ensure high-quality customer experiences.
• Coordinate UAT, release management, defect resolution, and production deployments while ensuring adherence to established governance processes.

Job specific skills:

Applicants should possess the following attributes:

• Strong understanding of digital product management principles with hands-on experience in website product ownership, digital acquisition, or customer onboarding journeys within Banking, Cards, NBFC or Fintech.
• Good understanding of credit card acquisition processes, customer onboarding journeys, sourcing channels, eligibility assessment, KYC processes, and digital account opening frameworks.
• Experience managing website product backlogs, requirement gathering, feature prioritization, and roadmap execution.
• Hands-on experience in Business Solutions Group (BSG) activities including preparation of BRDs, FRDs, user stories, process flows, wireframes, acceptance criteria, and stakeholder sign-offs.
• Strong understanding of website technologies, CMS platforms, APIs, responsive web design, landing pages, SEO principles, and web analytics.
• Experience working with Digital Marketing teams on SEO, SEM, paid campaigns, affiliate marketing, lead generation, and customer acquisition initiatives.
• Understanding of acquisition funnel metrics including traffic, CTR, lead conversion, application completion rates, CAC, CPL, bounce rates, funnel drop-offs, and sourced card activation rates.
• Strong stakeholder management and communication skills with the ability to collaborate effectively across Technology, Marketing, Operations, Risk, Compliance, Analytics, and Design teams.
• Strong organizational skills with the ability to manage multiple initiatives simultaneously while maintaining attention to detail and delivery timelines.