Product Manager –Digital Loyalty & Campaigns at Wema Bank Plc

The Product Manager – Loyalty & Campaigns is responsible for the design, development, execution, and optimization of the Bank’s digital loyalty ecosystem and flagship campaign initiatives (including but not limited to - 5for5, Domiciliary campaigns, seasonal promotions). The role will drive customer acquisition, activation, engagement, and retention through well-structured reward systems and data-driven campaigns, while ensuring profitability, compliance, and seamless customer experience across digital channels.

Key Responsibilities

• Own and manage the Bank’s digital loyalty framework (points accrual, redemption, tiers, partnerships).
• Design and execute high-impact campaigns (e.g., 5for5, savings drives, FX/domiciliary campaigns).
• Translate business strategy into clear campaign mechanics and measurable KPIs.
• Drive customer activation (ATC), transaction growth, and retention through incentive structures.
• Collaborate with Marketing to develop and deploy multi-channel campaign strategies (digital + on-ground).
• Optimize customer journeys (onboarding → activation → repeat usage) to reduce friction.
• Monitor and analyze campaign performance, providing data-driven insights and continuous improvements.
• Ensure regulatory compliance of all campaigns (clear reward logic, no lottery perception).
• Work with Technology to ensure platform stability, tracking, and seamless execution.
• Manage campaign budgets and ROI, ensuring cost efficiency and revenue growth.
• Develop partnerships (merchant, ecosystem players) to enhance loyalty value proposition.
• Drive customer satisfaction through relevant, engaging, and rewarding experiences.
• And any other duties that may be assigned from time to time.

Requirements

Education/Training Programs

• Minimum of a first degree in Business, Finance, Marketing, or related discipline.
• Postgraduate degree or MBA is an added advantage.
• Relevant certifications in Product Management, Digital Marketing, or Data Analytics are beneficial

Skills Necessary for Job Function

• Strong product management and growth mindset
• Ability to design and execute campaigns and loyalty programs at scale
• Strong analytical and data interpretation skills
• Customer-centric thinking and journey optimization capability
• Stakeholder management and cross-functional collaboration
• Strong communication and presentation skills
• Problem-solving and execution agility
• Knowledge of digital banking and fintech ecosystems

Experience:

• Minimum of 2–5 years’ experience in Product Management, Digital Banking, Marketing, or Growth roles
• Proven track record in campaign management and/or loyalty program execution
• Experience working with data analytics and customer segmentation tools
• Prior experience in financial services or fintech is required