Assistant Manager, Digital Acquisition - Internal Platform

The role is responsible for identifying customer acquisition opportunities through customer database analysis, supporting acquisition strategy development, and executing end-to-end marketing initiatives across multiple channels. This role leverages customer insights, campaign performance, and market trends to drive business growth through data-driven marketing decisions. Working closely with internal stakeholders and external agencies, the role delivers effective marketing campaigns, optimizes acquisition performance, and enhances customer experience.

Responsibilities

• Analyze customer databases and campaign performance using SQL and other analytical tools to identify customer insights and marketing opportunities
• Build customer segmentation and target audience selection using database analysis to improve campaign efficiency and business performance
• Support acquisition strategy development by providing data-driven recommendations and translating customer insights into actionable marketing initiatives
• Monitor campaign performance, evaluate marketing effectiveness, and recommend optimization opportunities through ongoing analysis and reporting
• Manage end-to-end project delivery, project status reporting, risk management and issue escalation, ensuring that projects are delivered timely and within scope
• Partner with internal stakeholders including technology, operations, legal, risk, telemarketing, and external vendors to ensure successful campaign delivery
• Collaborate with marketing agencies to develop communication materials, campaign assets, and media execution plans
• Ensure all marketing initiatives comply with internal governance and regulatory requirements while keeping customer experience as top priority

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Economics, Statistics, Data Analytics, or a related field
• 5+ years of experience in marketing, customer marketing, CRM, customer acquisition, loyalty, marketing analytics, marketing planning, or related commercial functions
• Strong analytical and problem-solving skills, with the ability to interpret data, identify business opportunities, and translate insights into actionable marketing recommendations
• Working knowledge of SQL, with the ability to extract and analyze customer and marketing data for regular reporting and business analysis
• Strong business and financial acumen, with experience or understanding of budget management, forecasting, marketing investment, and ROI analysis
• Experience measuring and optimizing marketing performance across key metrics such as acquisition, conversion, revenue impact, and marketing effectiveness
• Understanding digital marketing channels, including CRM, email marketing, paid media, social media, web analytics, and marketing automation
• General understanding of traditional marketing and media channels, with the ability to consider both online and offline touchpoints when developing marketing plans
• Proven ability to manage end-to-end marketing campaigns and work effectively with agencies and cross-functional stakeholders
• Strong communication, presentation, and stakeholder management skills
• Self-motivated, proactive, detail-oriented, and commercially minded, with a passion for identifying growth opportunities through data-driven decision-making
• Fluent in both written and spoken English and Chinese
• Experience in financial services, premium products, loyalty programs, or customer marketing is a strong advantage
• Knowledge of American Express products and benefits, or experience serving affluent and premium customer segments, is preferred

At American Express, our culture is built on a 175-year history of innovation, shared values and Leadership Behaviors, and an unwavering commitment to back our customers, communities, and colleagues. From delivering differentiated products to providing world-class customer service, we operate with a strong risk mindset, ensuring we continue to uphold our brand promise of trust, security, and service.

As part of Team Amex, you’ll experience our powerful backing with comprehensive support for your holistic well-being and many opportunities to learn new skills, develop as a leader, and grow your career. Here, your voice and ideas matter, your work makes an impact, and together, you will help us define the future of American Express.