OCBC head of digital marketing, digital wealth and secured loans marketing, Cedric Dias, has joined Bank Jago as CMO. Bank Jago is a technology-based bank in Indonesia.
Dias had been with OCBC for over six years. Prior to his role as digital marketing head for digital wealth and secured loans, Dias worked as digital marketing head for product marketing and silver segment at OCBC.
According to his LinkedIn, his role focused on five key areas - digital brand, marketing tech infrastructure driving personalisation, creating digital centre’s of excellence, social as a business driver, accelerating the secured loans and wealth product penetration. His duties included creating digital marketing assets, such as eChannel marketing campaigns and digital projects, for certified fund specialists. He also took on the additional responsibility of enhancing digital literacy within OCBC through trainings, his LinkedIn said.
Before that, Dias was head of digital marketing for OCBC's certified fund specialists in Singapore, where he led a team of six and was tasked with similar duties. Some of Dias's achievements during his time at OCBC included driving content adoption across OCBC Consumer Bank with the creation of over 100 videos annually since 2017, his LinkedIn said. Dias also drove the launches of eProducts such as PayAnyone, OneWealth, OCBC Life Goals and OneAdvisorHome Ecosystem. He also increased the bank's digital footprint through digital and content marketing driving double digit growth in the adoption of digital channels, leading to high double digit revenue increase and cost savings, his LinkedIn added.
Before joining OCBC, Dias was digital director and APAC head for Socialyse at Havas Media, where he oversaw brand strategy and all aspects of digital and new media marketing. They included SEM, SEO, display marketing, social media, mobile marketing, website and landing pages, and digital analytics. He also conducted social media and social media analytics training courses for professionals at NUS, as well as led new business development across various industries; his LinkedIn said.
Dias has also worked in directorial and product management roles at Western Union Financial Services, Singapore, and Dabur India Limited, and Indian FMCG MNC. MARKETING-INTERACTIVE has reached out to OCBC and Bank Jago for comment.
Bank Jago is Indonesia's first digital bank and primarily offers lifestyle financing, sharia banking, merchant financing and partnership business. It also collaborated with Gojek to integrate Jago as a cashless payment method on the Gojek app in Indonesia in July this year. The partnership follows Gojek’s investment in Bank Jago last year, and aims to provide Jago customers increased convenience when transacting on the Gojek app.
Separately, OCBC launched its "Simply spot on" campaign in November last year, which aimed to reach out to young mothers and young men in Singapore to provide financial planning services. The campaign aimed to let these target audiences know that even in tough times such as now, it is possible for them to balance both their needs and future aspirations. Done in collaboration with creative agency GOVT Singapore, the campaign execution consisted of two television commercials, one targeted at young mothers and another targeted at young men.
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