Head of Digital Business Development Unit

Job responsibilities

• • Define and own the growth strategy for digital products, aligned with the bank’s strategic and financial objectives.
  • Drive customer acquisition, activation, engagement, retention and monetization across digital channels.
  • Identify and prioritize growth opportunities across payments, cards, lending, bundles and onboarding journeys.
  • Build and optimize commercial models, pricing approaches and revenue streams.
  • Benchmark competitors and market trends to strengthen market positioning.
  • Lead, mentor and develop the Growth Managers team.
  • Establish clear ownership and accountability for product performance metrics.
  • Coordinate with Product, Marketing, CRM, Data, IT and Sales teams to execute growth initiatives.
  • Build strategic partnerships with payment networks, fintechs, merchants, telecoms, lifestyle and ecosystem partners.
  • Ensure strong governance and reporting on business performance and growth pipeline.
  • Develop lifecycle strategies to improve activation, repeat usage, cross-sell, and retention.
  • Work with CRM and Marketing teams to design targeted campaigns and personalized customer journeys.
  • Increase adoption of digital products through customer education, incentives, and promotions.
  • Strengthen customer loyalty through bundled offers and ecosystem propositions.
  • Define and monitor key growth metrics such as acquisition, MAU, adoption, retention and revenue growth.
  • Use quantitative and qualitative insights to optimize growth levers.
  • Build business cases for new initiatives and assess ROI.
  • Partner with Marketing/Data/CRM teams to implement A/B testing, segmentation, and performance dashboards.

Necessary requirements

• • Bachelor’s or Master’s degree in Business, Finance, Marketing, Economics or related field.
  • 5+ years of experience in Growth, Business Development, Commercial Management, or related leadership roles within banking, fintech or payments.
  • Proven experience managing teams and delivering measurable business growth.
  • Strong understanding of digital business models, banking economics and customer lifecycle management.
  • Ability to translate analytics into commercial action plans.
  • Strong leadership, stakeholder management, and negotiation skills.
  • Knowledge of RA legislation regarding banking and payments.
  • Proficiency in Armenian, Russian, and English (written and spoken) is required.
  • Strategic Thinking – ability to define growth vision and commercial roadmap.
  • Leadership & Coaching – building high-performing growth teams.
  • Commercial Mindset – maximizing value, revenue, and profitability.
  • Analytical & Data-Driven – using insights to accelerate growth.
  • Execution & Ownership – delivering ambitious growth targets.
  • Innovation-Oriented – creating new partnerships and growth models.