Digital Marketing Lead - Fintech Growth Strategy Banking and Digital Wallets

Digital Marketing Lead - Fintech Growth Strategy, Abu Dhabi

First Abu Dhabi Bank (FAB) is seeking a results-driven Digital Marketing Lead to spearhead the marketing strategy for its digital wallet, payit.

Job Location:

Abu Dhabi, UAE
Industry: Banking
Function:
Digital Marketing / SEO
Salary:  monthly (Market estimated)

As the Digital Marketing Lead for FAB Digital, you will take full ownership of the customer acquisition funnel and performance campaigns for payit, FAB's innovative digital wallet. You will be responsible for end-to-end digital marketing leadership – setting the vision, running growth experiments, managing budgets, and leading execution across paid and organic channels.

• Build and execute digital marketing strategies that drive user acquisition and engagement
• Lead all paid and organic search campaigns (PPC, SEO, ASO) while optimizing for ROI
• Design and run growth experiments, A/B tests, and conversion rate optimizations across funnels
• Create and manage engaging content for lead generation, email marketing, and social media
• Manage digital presence across Facebook, Twitter, Instagram, Snapchat, and third‑party platforms
• Optimize app store visibility and performance through ASO best practices
• Analyze user behavior using Google Analytics and other tools to guide decisions
• Track key performance indicators (KPIs) and continuously refine campaigns
• Collaborate with product, design, and engineering teams to align digital strategies with platform enhancements
• Stay on top of emerging trends in digital marketing, fintech growth, and automation tools

• 10 years of hands‑on experience in digital marketing, preferably in fintech or startups
• Proven record of leading digital campaigns that scaled user bases or drove revenue
• Deep understanding of growth hacking techniques and agile marketing frameworks
• Data‑driven mindset with advanced skills in analytics, reporting, and budget control
• Comfortable with marketing automation tools, CRMs, and lean startup environments
• Exceptional communication and copywriting skills
• Independent thinker with strong decision‑making capabilities and a self‑starter attitude
• Experience with ASO, SEO, and performance marketing platforms is essential

FAB Digital offers a startup‑style innovation culture backed by the stability of the UAE's largest bank. You will lead digital growth in a high‑impact role while shaping the future of financial technology in the region. Expect freedom to innovate, recognition for performance, and a collaborative team culture rooted in inclusivity and agility.