Associate Vice President, Card Branding and Acquisition (AM Level)

Brand Strategy and Positioning

• Define and continuously refine the credit card brand positioning, target customer segments, value proposition and key message framework to build strong market awareness and brand preference.
• Develop brand and communication strategies that clearly differentiate the card proposition in the Hong Kong market and support long-term portfolio growth.
• Translate card features, benefits, rewards and customer insights into compelling customer propositions and marketing messages across online and offline channels.
• Monitor market trends, competitor activities, consumer behaviour and segment opportunities to identify gaps, sharpen positioning and initiate new product or campaign ideas.
• Ensure all marketing materials, acquisition activities, customer communications and partnership programmes comply with relevant regulatory requirements, banking practices and internal policies
• Lead end-to-end project execution from strategy, creative development, legal and compliance clearance, vendor coordination, system readiness, launch, fulfilment and post-campaign evaluation

Card Acquisition and Business Growth

• Formulate and execute end-to-end card acquisition strategies and marketing plans to grow new card applications, approvals, card-in-force and active customer base in line with business targets.
• Design and deliver cost-effective acquisition campaigns with clear customer propositions, including welcome offers, segment-based offers, digital campaigns, branch/channel promotions and tactical sales initiatives.
• Manage acquisition channels and customer journeys across digital, branch, telemarketing, partnership and other distribution channels to improve conversion, approval rate and customer experience.
• Work closely with Risk, Credit, Operations, Digital, IT, Legal and Compliance teams to refine acquisition processes, credit policy alignment, application flow and fulfilment arrangements.
• Track campaign performance, acquisition funnel metrics, cost per acquisition, approval rate, activation rate, portfolio quality and ROI; provide timely recommendations to improve business results
• Prepare business cases, campaign proposals, budget plans, performance reports and management updates to support decision making

Partnership, Campaign and Product Proposition Management

• Identify and develop merchant, lifestyle, co-marketing and strategic partnership opportunities to strengthen the card proposition and accelerate customer acquisition.
• Coordinate with card schemes, agencies, vendors and external partners to deliver marketing programmes, customer offers and campaign logistics smoothly.
• Collaborate with product, portfolio and usage teams to align acquisition offers with long-term activation, spending, retention and profitability objectives.
• Support the development of new card features, benefits and propositions to enhance competitiveness and create new revenue opportunities.
• Manage marketing budgets effectively and ensure campaign spending is optimized for business growth and financial returns

Job Requirements:

• Bachelor degree or above in Marketing, Business Administration, Communications, Finance or related disciplines
• Minimum 8 years of relevant experience in credit card, consumer finance, banking, fintech, digital marketing, product marketing or customer acquisition; candidates with less experience may be considered for a lower grade
• Solid understanding of credit card products, acquisition funnel, customer segmentation, marketing channels, digital customer journey and credit card economics
• Proven track record in developing brand positioning, marketing strategies and end-to-end acquisition campaigns that deliver measurable business results
• Strong business acumen, numerical sense and analytical capability; able to interpret performance data and translate insights into actionable strategies
• Excellent project management, stakeholder management, vendor management and problem-solving skills
• Creative, proactive, open-minded, well-organized and result-oriented, with strong ownership and ability to work independently in a fast-paced environment
• Strong interpersonal, negotiation, communication and presentation skills
• Good command of written and spoken English and Chinese; Putonghua is an advantage
• Proficient in Microsoft Office; experience in digital marketing platforms, campaign analytics or CRM tools would be an advantage

We Offer:

Remuneration Package

• Competitive Basic Salary
• Double Pay
• Performance Bonus

Paid Leaves

• Annual Leave
• Birthday Leave
• Family-Friendly Leave
• Recreation Leave
• Marriage Leave
• Maternity Leave
• Paternity Leave
• Compassionate Leave

Healthcare Programs

• Life and Accident Insurance Scheme
• Medical Benefits 

Staff Learning Subsidies and Development

• Comprehensive on-the-job training
• Learning Sponsorship
• Personal development and growth opportunities

Company Activities and Gathering

• Diversified Interest Classes
• Company Outing 
• Sponsored Gathering
• Marathon Running