Assistant Manager / Deputy Manager — Digital Growth & Adoption

We are seeking a dynamic and results-driven professional to play a central role in growing the CDB’s SELF digital platform. The role will be responsible for increasing customer registrations, strengthening user engagement, and positioning digital channels as the preferred choice for everyday financial transactions.

Reporting directly to the Head of Digital Business, the successful candidate will work closely with branch, marketing, and product teams to strengthen customer adoption of CDB’s digital financial services.

Key Responsibilities

• Drive growth of the SELF App user base by leading customer registration and activation campaigns across retail, SME, and merchant segments.
• Partner with branch teams to encourage customers to move from branch-based transactions to convenient digital channels.
• Plan and execute campaigns to increase active usage of the SELF App, including re-engagement campaigns for inactive users.
• Coordinate QR merchant onboarding and monitor merchant activity to support the growth of the SELF ecosystem.
• Increase the proportion of customer transactions completed through digital channels by conducting targeted awareness and adoption campaigns
• Collaborate with the marketing team to design and execute data-driven campaigns for specific customer segments.
• Monitor digital adoption performance across the branch network and provide regular reports, insights, and recommendations
• Identify opportunities to encourage customers to move from assisted transactions to convenient digital self-service channels.
• Build awareness and adoption of new SELF App features through customer communication, branch staff training, and targeted campaigns.

What We're Looking For

• A strong understanding of digital financial services and customer behaviour, including what drives adoption and sustained engagement.
• Experience in planning and executing customer acquisition, activation, or engagement campaigns across digital, branch-based, or field channels.
• Strong analytical skills, with the ability to interpret customer, transaction, campaign, and performance data to guide decisions and actions.
• Ability to collaborate effectively with branch teams, build stakeholder support, and maintain strong working relationships.
• Strong communication and presentation skills, with the ability to brief marketing teams, report to management, and engage branch staff effectively
• Strong organisational and project-management skills, with the ability to manage multiple priorities and deadlines.

Qualifications & Experience

• Bachelor’s degree in Business Management, Marketing, Digital Marketing, or a related discipline. Postgraduate qualifications will be an added advantage.
• A minimum of 3–5 years’ relevant experience in Digital Services/ Digital banking, Telco, Marketing, Customer Engagement, or a related field with regards to Customer Growth.
• Experience in digital financial services, fintech, Telco, digital customer acquisition, or digital transformation initiatives will be a distinct advantage.
• Experience in digital product rollouts, customer activation campaigns, or digital adoption programmes will be highly desirable.