Matthew Lee

Matthew Lee

Marketing Manager at ASB Bank

New Zealand
346 followers 347 connections

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About

I am a highly driven customer champion, passionate about delivering superior customer experiences. With a strong background in data driven marketing, I seek to make the best use of the available data to better serve customers. I have worked end to end on several campaigns from brief, to market delivery, to results analysis, and learning implementation. This has included both ATL and BTL campaigns, acquisition and retention, and print as well as digital channels.

Activity

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Experience

  • ASB Bank

    ASB Bank

    7 years 4 months

    • ASB Bank Graphic

      Marketing Manager

      ASB Bank

      - Present 2 years 10 months

      • Lead a team of ATL and BTL marketers to deliver always on and short term credit card acquisition campaigns. Covers credit card, loyalty campaigns and lifecycle direct communications.
      • Strategic planning to meet business objectives in credit card growth, contractual loyalty obligations, and uplift of always on communications.
      • Developed a Behavioural Science book highlighting nudge experimentation to assist customers in managing short term debt e.g. credit card repayment behaviour.

    • ASB Bank Graphic

      Portfolio Manager

      ASB Bank

      - 3 years 4 months

      • Ideated and brought to market customer communications for Retail Banking to drive increased acquisition, usage, and retention for better customer outcomes.
      • Managed the relationship between Marketing, Product and legal.
      • Worked across a range of product portfolios including Transactional accounts, Savings, Home Loans, Personal Lending, and Deposits.

    • ASB Bank Graphic

      Direct Marketing Associate Manager

      ASB Bank

      - 1 year 4 months

      Auckland, New Zealand

      • One of the marketing leads for delivering automated marketing campaigns to frontline relationship managers in order to have relevant, timely conversations with business customers.
      • Developed good experience in working with complex business data and briefing in campaigns into the automation engine IBM Watson.
      • Built strong relationships with senior stakeholders across the bank from Business banking (from SME to larger commercial segments), senior product managers, digital, risk, data…

      • One of the marketing leads for delivering automated marketing campaigns to frontline relationship managers in order to have relevant, timely conversations with business customers.
      • Developed good experience in working with complex business data and briefing in campaigns into the automation engine IBM Watson.
      • Built strong relationships with senior stakeholders across the bank from Business banking (from SME to larger commercial segments), senior product managers, digital, risk, data and analytics, as well as frontline relationship managers.
      • Marketing lead for delivering a revamped small business website for the bank. Involved qualitative research, gaining insights and working with a digital agency to reform the information architecture. The end result enabled small business customers to have a personalised experience with dynamically served up content based on their business industry and life cycle stage.

  • Loyalty New Zealand Graphic

    Campaign Specialist

    Loyalty New Zealand

    - 1 year

    • Worked closely with the Foodstuffs NZ team to deliver direct campaigns to customers across all channels including DM, eDM, Fly Buys app, website, and social.
    • Also worked on Noel Leeming campaigns from artwork development to above the line launch.
    • Required an understanding of customer data in order to propose unique targeting for each campaign based on purchasing behaviour.
    • Led a project to develop a campaign dashboard to see high level campaign results over an extended period…

    • Worked closely with the Foodstuffs NZ team to deliver direct campaigns to customers across all channels including DM, eDM, Fly Buys app, website, and social.
    • Also worked on Noel Leeming campaigns from artwork development to above the line launch.
    • Required an understanding of customer data in order to propose unique targeting for each campaign based on purchasing behaviour.
    • Led a project to develop a campaign dashboard to see high level campaign results over an extended period of time. Something which had previously not existed.
    • Worked with key internal and external stakeholders including Foodstuffs NZ, Creative agencies, Print agencies, Marketing Analysts, Insights managers, Operations and Legal.

  • Marketing Associate

    Fisher and Paykel Finance

    - 1 year

    • Extensive campaign experience through a variety of integrated marketing channels (DM, eDM, online banners, social media, TV). Involved agency briefings, internal stakeholder management, legal approval, results tracking, post-campaign analysis and debrief.

  • Marketing Coordinator

    Fisher and Paykel Finance

    - 2 years

Education

  • The University of Auckland Graphic

    The University of Auckland

    First class honours Marketing

    -

    • Dissertation on consumer engagement in new media advertising compared to traditional media advertising.
    • Invited to continue education into Masters for Marketing.
    • Accepted invitation to become a member of international honour society Beta Gamma Sigma.

  • Marketing Association

    Multi-channel direct marketing certificate

    -

    • Course covered a range of topics from developing strategy and tactics, marketing law and media integration.
    • Developed a group pitch for a multi-channel campaign to charity organisation CBM

  • The University of Auckland Graphic

    The University of Auckland

    BA/BCom Marketing

    -

    • Invited to continue education in both Film and Television (Hons) and Marketing (Hons) programmes
    • Learned the fundamental principles of marketing, as well as the creative production process

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