Head of Digital Channels

About the Role:

As the "Head of Digital Channels & Growth", you will lead digital transformation of our sales and distribution channels. Your mission is to create and scale customer-centric, data-driven, and high-performing digital funnels — both direct-to-consumer and via bancassurance partnerships.

You will establish the digital strategy for our channels, align cross-functional teams (product, marketing, communication), and own the performance of our digital acquisition and conversion funnels. This role is critical in redefining how we serve our customers digitally and in leading insurance innovation in Turkey.

Key Responsibilities:

Strategy & Leadership:

• Define and lead the "digital channel strategy" across direct and bancassurance lines to expand market reach, attract new customers, and optimize digital assets for sustained growth and competitive advantage.
• Drive alignment across marketing, digital communication, product, and tech teams around one cohesive digital commercial strategy
• Establish a "data-driven growth culture" using continuous testing, experimentation (A/B), and feedback loops.
• Lead projects from conception to implementation for diverse digital initiatives across various areas including SEO, performance marketing, personalization, and funnel optimization, leveraging expertise in each area to drive targeted results and overall business growth.

Digital Funnel Ownership:

• Shape flexible, scalable "sales funnels" (both web and mobile) for direct and bancassurance-driven digital sales.
• Own funnel performance metrics and optimize with iterative testing. Continuously analyze the performance of digital marketing campaigns and channels to identify opportunities for improvement. Implement strategic optimizations aimed at increasing sales, driving traffic, boosting engagement levels, and maximizing conversions for enhanced overall campaign effectiveness.
• Partner with design and product teams to ensure a "customer-first experience" informed by "design thinking" methodologies enabled with digital insights collected from customer interactions & iterative testing.

Stakeholder & Partner Collaboration

• Collaborate with internal stakeholders to shape digital-first insurance products tailored to customer needs
• Lead coordination with bancassurance partners to develop "Digital Bancassurance Journeys" leveraging successful funnel designs already proven through our own channels
• Align "commercial and brand strategies" with overall "Digital Growth Strategy"

Data & Performance Management

• Define KPIs and dashboards to track performance of all digital channels
• Work with analytics teams to uncover insights and refine strategy
• Develop a test-and-learn playbook to evaluate and scale winning ideas

Who You Are
:

Experience:

• 8+ years of experience in digital channel management, growth, or digital sales — ideally in insurance, fintech, telco, or e-commerce.
• Strong track record of building or scaling digital acquisition funnels.
• Experience in leading cross-functional teams and driving digital alignment across an organization.
• Familiarity with digital bancassurance models is a plus.

Skills:

• Deep knowledge of digital sales funnels, UX/UI principles, and CRO (conversion rate optimization).
• Solid understanding of digital marketing, paid media
• Strong business acumen with ability to connect strategy, technology, and customer
• Comfortable with tools like A/B testing platforms, heatmaps, funnel tools, and BI dashboards.

Mindset:

• Customer-obsessed and data-driven.
• Entrepreneurial and hands-on
• Collaborative leader who can influence across teams and seniority levels