Yan has a very strong background in marketing, branding and business strategy. He has worked as the the Head of Digital Marketing Planning & New Alternate Channel at OCBC NISP and is transitioning to his role as Vice President of Proposition & Communications at Bank BTPN.
Challenges of Marketing a Traditional Banking Product in the Digital Era
The most important objective for any successful financial marketer is to focus on improving the customer experience across channels and with every communication. Touch-points such as mobile, video and social media continue to grow in importance, with the underlying need for improved data analytics being paramount.