Job Openings Manager- Launch Support

About the job Manager- Launch Support

Job Title: Manager- Launch Support

Term: 12 months

Location: Islamabad, Pakistan

Division: DFS/Product

Reports to: Head of Digital Chanels/ Product Manager

Relevant experience: 8/12 years in digital financial services (DFS), product launches, GTM strategy, pricing, customer segmentation, digital marketing, and mobile wallet ecosystems

Mandatory requirements: 

  • Strong Pakistani DFS market experience; expertise in product launch frameworks, value proposition design, pricing strategy, competitor benchmarking, customer research, channel strategy, merchant/agent ecosystem enablement, regulatory awareness (SBP)
  • Proficiency in English and Urdu


PURPOSE OF THE PROJECT
To ensure commercial success, the bank requires a dedicated Launch Support Expert who will lead GTM design, customer value proposition development, pricing strategy, acquisition planning, merchant enablement, and launch governance.
The Launch Support Expert will collaborate with Marketing, Product, PMO, Technology, Compliance, and external partners to ensure that commercial readiness, messaging, pricing, and channel activation are fully optimized for market launch.

Key Activities
Core Responsibilities and Accountabilities

  • Design end-to-end GTM strategies for wallet features, services, and partner integrations, including customer value propositions across retail, MSME/merchant, and agent segments.
  • Conduct customer segmentation, prioritize high-value cohorts, and build tailored activation plans across digital, branch, agent, merchant, and telco channels.
  • Define competitive and revenue-aligned pricing structures for wallet services (transfers, cash-in/out, bill payments, merchant payments, Raast, cards), supported by benchmarking and economics modelling.
  • Develop launch offers, promotional pricing, and customer incentive frameworks based on forecasting, scenario modelling, and competitor insights.
  • Support the creation and execution of launch campaigns (ATL, BTL, digital, in-app), ensuring regulatory-aligned messaging and seamless customer experience across touch points.
  • Collaborate with UX and Product teams to refine onboarding, activation flows, customer journeys, and merchant/agent enablement materials and scripts.
  • Lead cross-functional launch readiness forums, track dependencies, risks, and mitigation plans, and maintain a unified KPI dashboard covering acquisition, activity, engagement, and revenue metrics.
  • Continuously analyze Pakistans digital wallet landscape, RAAST-driven shifts, telco-bank competitive strategies, merchant trends, and customer adoption barriers to guide product enhancements and leadership decisions.

KPIs
1. GTM & Launch Execution

  • Launch Readiness Index: Score based on completeness of commercial, marketing, operational, and regulatory readiness before go-live.
  • On-Time Delivery of GTM Milestones: % of GTM deliverables met as per plan.

2. Acquisition, Activation & Revenue

  • Customer Acquisition Volume vs. Target (first 90 days post-launch).
  • Activation Rate: % of new users performing 1 transaction within Week 1 / Month 1.
  • Revenue Realization vs. Business Case for the first 3/6/12 months.

3. Pricing Efficiency & Competitiveness

  • Margin Improvement through optimized pricing and reduced subsidies.
  • Competitiveness Index: Price/value benchmarking vs. major Pakistani DFS players.

4. Marketing Performance

  • Campaign ROI: Customer acquisition cost (CAC), channel performance, conversion rates. 
  • Engagement Metrics: MAU, DAU, merchant activation, repeat transactions.

5. Stakeholder Satisfaction

  • Cross-Functional Alignment Score based on feedback from Product, Technology, PMO, Marketing & Compliance.
  • Partner/merchant satisfaction rating during launch phases.

Mandatory Knowledge

  • Strong grasp of digital wallet ecosystems, customer journeys, merchant acceptance models, DFS growth levers, and SBP digital banking regulations.
  • Expertise in GTM planning, value proposition design, customer segmentation, and product marketing for fintech or banking products.
  • Deep understanding of pricing frameworks, revenue modelling, customer incentives, and competitive dynamics.
  • Familiarity with Pakistani digital finance players (wallets, telcos, fintechs, merchant aggregators, banks).
  • Experience coordinating PMO-style governance for large product launches.
  • Strong communication skills in English and Urdu; ability to influence cross-functional stakeholders

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