Digital Product Strategy Senior Manager TDC & Credit- Open Market- Banca Minorista

📍 Job Overview

Job Title: Digital Product Strategy Senior Manager - TDC & Credit (Open Market)
Company: BBVA
Location: Bogotá D.C., Colombia
Job Type: FULL_TIME
Category: Product Strategy & Management / Digital Banking Operations
Date Posted: 2025-08-25
Experience Level: Senior (5-10 years)
Remote Status: On-site

🚀 Role Summary

• Drive the strategic vision and roadmap for digital credit card (TDC) and credit solutions within BBVA's Open Market segment.
• Spearhead market opportunity identification and customer needs analysis to inform product development and innovation in digital credit offerings.
• Foster collaboration across cross-functional teams, including development, design, marketing, and risk, to ensure successful product lifecycle management.
• Champion data-driven decision-making by leveraging analytics and metrics to optimize product performance, user experience, and profitability.
• Ensure digital credit products comply with financial industry regulations and market best practices, maintaining BBVA's competitive edge.

📝 Enhancement Note: This role is positioned as a Senior Manager, indicating a significant level of responsibility in strategic planning and execution within the digital product domain, specifically for credit products. The "Open Market" aspect suggests a focus on acquiring and serving customers outside of existing BBVA relationships, requiring a strong understanding of market acquisition strategies and competitive positioning.

📈 Primary Responsibilities

• Define and articulate the long-term product strategy and roadmap for digital credit cards (TDC) and credit solutions, aligning with BBVA's overall business objectives and digital transformation goals.
• Conduct comprehensive market research, competitive analysis, and customer segmentation to identify unmet needs and emerging opportunities within the digital credit landscape.
• Translate customer insights and business requirements into detailed product specifications, user stories, and functional requirements for development teams.
• Lead the end-to-end product lifecycle management, from ideation and conceptualization through development, launch, iteration, and eventual sunsetting.
• Collaborate closely with engineering, design (UX/UI), marketing, sales, legal, compliance, and risk management teams to ensure successful product delivery and go-to-market execution.
• Develop and manage key performance indicators (KPIs) and metrics to track product performance, user engagement, customer satisfaction, and financial impact, providing regular reports to senior leadership.
• Drive product innovation by staying abreast of industry trends, emerging technologies, and regulatory changes in digital banking and credit products.
• Manage product backlogs, prioritize features based on business value and customer impact, and ensure efficient execution within Agile/Scrum frameworks.
• Act as a subject matter expert for digital credit products, providing guidance and support to internal stakeholders and external partners.
• Contribute to the development of pricing strategies, go-to-market plans, and customer acquisition campaigns for digital credit offerings.

📝 Enhancement Note: The responsibilities emphasize a blend of strategic thinking, market analysis, and hands-on product management, typical for a senior role in a dynamic financial institution undergoing digital transformation. The focus on "Open Market" and "Banca Minorista" (Retail Banking) suggests a strong customer acquisition and engagement mandate.

🎓 Skills & Qualifications

Education:

• Bachelor's degree in Industrial Engineering, Business Administration, Finance, Economics, or a closely related field.
• Master's degree or specialization in Digital Products, Finance, Business Strategy, or a related area is highly desirable.
• Advanced English proficiency (B2/C1 level) is required for international collaboration and market analysis.

Experience:

• Minimum of 7 years of progressive experience in Product Management, Product Strategy, or Digital Business Development roles.
• Proven track record in the financial services sector, with a deep specialization in credit products, particularly credit cards (TDC) and digital lending solutions.
• Demonstrated experience in launching and managing complex digital products from conception to market, with a focus on user acquisition and engagement.
• Experience with Agile methodologies (Scrum, Kanban, Lean Product) and product development lifecycle management.

Required Skills:

• Product Strategy & Roadmap Development: Ability to define and execute long-term product visions, aligning with business goals and market opportunities.
• Digital Product Management: Expertise in managing digital products throughout their lifecycle, from ideation to iteration.
• Credit Products Expertise: In-depth knowledge of credit cards, loans, and other credit-related financial products, including their underlying mechanics and regulatory frameworks.
• Market Analysis & Customer Insights: Proficiency in conducting market research, competitive analysis, and customer needs assessment to drive product decisions.
• Agile Methodologies: Strong understanding and practical application of Agile principles, Scrum, and Lean Product management.
• Data Analysis & Metrics: Ability to define, track, and interpret product KPIs, using data to inform strategy and measure success.
• Stakeholder Management: Excellent skills in collaborating with and influencing cross-functional teams, including engineering, design, marketing, and senior leadership.
• Business Acumen: Strong understanding of the financial services industry, particularly retail banking and credit operations.

Preferred Skills:

• Prototyping & Design Tools: Familiarity with tools such as Figma or Sketch for product conceptualization and collaboration with design teams.
• Requirements Management Tools: Experience with Jira and Confluence for backlog management, user story creation, and documentation.
• API & System Architecture Understanding: Basic knowledge of how digital products integrate with backend systems and third-party services.
• Financial Modeling: Ability to contribute to financial projections and business cases for new product initiatives.
• Regulatory Knowledge: Familiarity with financial regulations specific to credit products in Colombia and Latin America.

📝 Enhancement Note: The emphasis on "TDC & Credit" and "Open Market" within "Banca Minorista" highlights the need for a candidate with specialized knowledge in consumer credit products and customer acquisition strategies in a competitive retail banking environment. The advanced English requirement points to potential interaction with global teams or analysis of international market trends.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate a portfolio showcasing successful digital product launches and strategic initiatives within the credit product domain.
• Provide evidence of defining product roadmaps, prioritizing features, and managing product backlogs effectively.
• Include case studies that highlight data-driven decision-making, user research, and the impact of product improvements on key business metrics (e.g., customer acquisition, conversion rates, revenue).
• Showcase experience in collaborating with engineering and design teams to bring digital products from concept to reality.
• Present examples of how products were iteratively improved based on user feedback and performance data.

Process Documentation:

• Examples of product requirement documents (PRDs) or equivalent artifacts detailing features, user stories, and acceptance criteria.
• Documentation of market analysis, competitive landscapes, and customer journey mapping relevant to credit products.
• Process flows for managing product backlogs, sprint planning, and release management within an Agile framework.
• Case studies detailing the process of identifying and solving specific customer pain points through digital product features.
• Metrics dashboards or reports that illustrate product performance tracking and analysis.

📝 Enhancement Note: A strong portfolio demonstrating a strategic approach to digital product management, with a clear focus on credit products and quantifiable results, will be critical. Candidates should be prepared to articulate the processes they followed for product development, market analysis, and performance optimization.

💵 Compensation & Benefits

Salary Range: Given the Senior Manager title, 7+ years of experience, and the specialized nature of digital credit product strategy in a major financial institution like BBVA in Bogotá, Colombia, a competitive salary range would be estimated between COP 10,000,000 to COP 16,000,000 per month.

Benefits:

• Comprehensive health insurance coverage (medical, dental, vision).
• Life insurance and disability benefits.
• Retirement savings plan/pension contributions.
• Paid time off, including vacation days, holidays, and sick leave.
• Opportunities for professional development, training, and certifications in digital product management and finance.
• Access to BBVA's internal learning platforms and resources.
• Potential for performance-based bonuses or incentives.
• Employee assistance programs and wellness initiatives.
• Opportunities to work with cutting-edge digital banking technologies.

Working Hours:

• Standard full-time work hours, typically 40 hours per week.
• The role is designated as "On-site," implying a requirement to work from the BBVA office in Bogotá D.C.
• Flexibility may be available depending on team needs and project cycles, but the core expectation is office-based presence.

📝 Enhancement Note: The estimated salary range is based on industry benchmarks for senior product management roles in the Colombian financial sector, considering the specific expertise required for digital credit products. Benefits are typical for large, established corporations in the region.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services / Banking / Digital Transformation
Company Size: Large (100,000+ employees globally)
Founded: 1857 (BBVA's origins trace back to the founding of Banco de Bilbao in 1857)

Team Structure:

• The Digital Product Strategy team likely operates within a larger Digital Banking or Product Development division.
• This Senior Manager will likely lead a team of Product Managers, Product Owners, or Product Analysts focused on specific areas of digital credit products.
• The role requires close collaboration with cross-functional teams such as UX/UI design, engineering, data science, marketing, risk management, legal, and compliance.
• Reporting structure would typically be to a Director or Vice President of Digital Products or a similar senior leadership role.

Methodology:

• BBVA is known for its commitment to digital transformation, often adopting Agile and Lean methodologies for product development and innovation.
• Data-driven decision-making is a core principle, with emphasis on analytics, A/B testing, and customer feedback loops.
• A culture of continuous improvement and experimentation is likely encouraged to drive innovation in the fast-paced digital banking landscape.
• Collaboration and knowledge sharing across teams are vital for successful product delivery.

Company Website: https://www.bbva.com/

📝 Enhancement Note: BBVA's strong emphasis on digital transformation suggests an innovative and forward-thinking work environment. The size of the organization implies structured processes and opportunities for professional growth, while also requiring adaptability to navigate internal dynamics.

📈 Career & Growth Analysis

Operations Career Level: Senior Manager - Strategic Product Leadership
This role is positioned at a senior management level, responsible for defining and executing the strategic direction of critical digital product lines. It requires significant experience, leadership capabilities, and a deep understanding of the product lifecycle and market dynamics.

Reporting Structure: The Senior Manager will likely report to a Director or VP of Digital Products or a Head of Product for the Retail Banking segment. They will manage a team of product professionals and collaborate extensively with peers and stakeholders across various departments.

Operations Impact: This role has a direct and significant impact on BBVA's revenue and market share within the retail banking segment, specifically concerning credit products. Success in this position will drive customer acquisition, engagement, and profitability through innovative digital solutions, directly contributing to the bank's digital transformation objectives and competitive positioning.

Growth Opportunities:

• Leadership Expansion: Potential to move into Director-level roles overseeing broader product portfolios or multiple product lines.
• Cross-Functional Mobility: Opportunities to transition into leadership roles in digital strategy, business development, or innovation within BBVA.
• Specialization: Deepen expertise in specific areas of digital finance, such as embedded finance, open banking, or AI-driven credit solutions.
• Global Mobility: Potential for international assignments or collaboration within BBVA's global network.

📝 Enhancement Note: This role offers a clear path for career advancement within a leading digital bank. The focus on strategic product management for a core banking product line provides a strong foundation for future leadership opportunities.

🌐 Work Environment

Office Type: Corporate Office Environment
Office Location(s): SING - DIR GENERAL PISO 8, Bogotá D.C., Colombia.

Workspace Context:

• The work environment is on-site in a modern corporate office setting, fostering collaboration and in-person interaction.
• Expect a dynamic and fast-paced atmosphere, characteristic of a leading financial institution undergoing significant digital change.
• Access to standard office amenities, technology infrastructure, and collaborative workspaces will be provided.
• Opportunities for interaction with diverse teams and participation in company-wide initiatives.

Work Schedule:

• The role adheres to standard business hours (likely Monday to Friday), reflecting the "FULL_TIME" employment type and "On-site" work arrangement.
• While core hours are expected, some flexibility might be available depending on project needs and team coordination.

📝 Enhancement Note: The on-site requirement in Bogotá emphasizes the importance of in-person collaboration and immersion in the company culture. Candidates should be prepared for a structured corporate environment.

📄 Application & Portfolio Review Process

Interview Process:

1. Initial Screening: HR or Talent Acquisition will conduct a preliminary review of applications and conduct a brief screening call to assess basic qualifications and cultural fit.
2. Hiring Manager Interview: A more in-depth interview with the Hiring Manager to discuss experience, strategic thinking, product management approach, and specific expertise in credit products.
3. Case Study/Presentation: Candidates may be asked to present a case study or complete a take-home assignment related to digital product strategy, market analysis, or product roadmap development for credit products. This assesses practical skills and strategic thinking.
4. Cross-Functional Team Interviews: Interviews with key stakeholders from engineering, design, marketing, or risk management to evaluate collaboration skills and understanding of cross-functional dependencies.
5. Final Interview: A final interview with a senior leader (e.g., Director or VP) to assess overall fit, strategic vision alignment, and long-term potential.

Portfolio Review Tips:

• Structure: Organize your portfolio by product initiative or key responsibility area. Clearly articulate the problem, your approach, the solution, and the measurable results.
• Quantify Impact: Use data and metrics to demonstrate the success of your products. Focus on KPIs relevant to credit products and digital acquisition (e.g., customer acquisition cost, conversion rates, portfolio growth, customer satisfaction scores).
• Showcase Strategy: Highlight your strategic thinking process, how you identified market opportunities, defined roadmaps, and prioritized features.
• Demonstrate Collaboration: Include examples of how you worked with cross-functional teams, managed stakeholders, and communicated product vision.
• Tailor to BBVA: If possible, demonstrate an understanding of BBVA's digital strategy and how your experience aligns with their goals for credit products.

Challenge Preparation:

• Product Strategy: Be prepared to discuss how you would develop a product strategy for a new digital credit offering or how you would improve an existing one.
• Market Analysis: Practice analyzing a specific market segment for credit products and identifying key opportunities and threats.
• Problem Solving: Be ready to articulate how you would approach a complex product challenge, such as improving customer onboarding for credit cards or increasing digital adoption of credit solutions.
• Agile/Scrum: Understand how to articulate your experience working within Agile frameworks and managing product backlogs.
• Stakeholder Communication: Prepare examples of how you communicate complex product information to different audiences, including technical teams and senior leadership.

📝 Enhancement Note: The interview process is designed to thoroughly assess strategic thinking, product execution capabilities, and collaborative skills. A well-prepared portfolio that clearly demonstrates impact and strategic thinking is crucial for success.

🛠 Tools & Technology Stack

Primary Tools:

• Product Management Platforms: Jira, Confluence (for requirements management, backlog grooming, documentation).
• Prototyping & Design Tools: Figma, Sketch, Adobe XD (for collaboration with design teams, visualizing product concepts).
• Analytics & Data Visualization: Google Analytics, Tableau, Power BI, Looker (for tracking product performance, user behavior, and generating reports).
• CRM Systems: Salesforce, HubSpot (potentially for understanding customer journeys and sales pipelines, though less direct for product strategy).
• Collaboration Tools: Slack, Microsoft Teams (for daily team communication and project coordination).

Analytics & Reporting:

• Expertise in defining and tracking key product metrics such as Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), conversion rates, churn rates, Net Promoter Score (NPS), and feature adoption rates.
• Proficiency in using data to identify trends, user pain points, and opportunities for product optimization.

CRM & Automation:

• While not directly managing CRM, understanding how customer data flows from CRM into product insights is beneficial.
• Familiarity with marketing automation tools might be relevant for go-to-market strategies, but the core focus is on product management tools.
• Understanding of APIs and system integrations is important for ensuring seamless product functionality and data flow.

📝 Enhancement Note: Proficiency with tools used in Agile product development, data analysis, and design collaboration is expected. The ability to leverage these tools effectively to drive product strategy and performance is key.

👥 Team Culture & Values

Operations Values:

• Customer Centricity: A deep commitment to understanding and serving the needs of BBVA's retail banking customers, particularly in the credit product space.
• Innovation: A drive to continuously innovate and leverage digital technologies to create superior banking experiences and solutions.
• Data-Driven: A culture that relies on data, analytics, and insights to inform strategic decisions and measure performance.
• Collaboration: Strong emphasis on teamwork and cross-functional cooperation to achieve shared goals.
• Agility & Adaptability: The ability to adapt quickly to changing market conditions, customer needs, and technological advancements.
• Excellence: A commitment to delivering high-quality products and services that meet BBVA's standards.

Collaboration Style:

• Proactive and transparent communication with all stakeholders.
• Collaborative approach to problem-solving, encouraging input from diverse perspectives.
• Partnership with engineering and design teams to co-create solutions.
• Building strong relationships with marketing, sales, risk, and compliance to ensure holistic product success.
• Openness to feedback and continuous iteration based on team input and performance data.

📝 Enhancement Note: The values highlight a modern, customer-focused, and data-driven approach to product management within a collaborative environment. Candidates should embody these principles in their work and interactions.

⚡ Challenges & Growth Opportunities

Challenges:

• Competitive Market: Navigating a highly competitive digital banking and credit market requires continuous innovation and differentiation.
• Regulatory Landscape: Staying compliant with evolving financial regulations in Colombia and potentially broader Latin American markets.
• Digital Adoption: Encouraging widespread adoption of digital credit products among diverse customer segments.
• Integration Complexity: Ensuring seamless integration of digital credit solutions with existing bank infrastructure and third-party services.
• Balancing Innovation and Risk: Driving innovation while managing the inherent risks associated with financial products.

Learning & Development Opportunities:

• Digital Finance Trends: Access to resources and training on emerging trends like open banking, embedded finance, AI in credit scoring, and blockchain applications.
• Product Leadership Skills: Development programs focused on strategic planning, team management, and stakeholder influence.
• Financial Product Expertise: Deepening knowledge of credit risk management, financial modeling, and regulatory compliance within the banking sector.
• Industry Conferences & Certifications: Opportunities to attend relevant industry events and pursue certifications in product management or digital banking.

📝 Enhancement Note: This role presents significant opportunities for professional growth by tackling complex challenges in a dynamic industry, fostering continuous learning and development in digital product strategy and financial services.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a digital product strategy for a credit card portfolio in a competitive market like Colombia. What key factors would you consider?"
• "How would you identify and prioritize new features for a digital credit product to drive customer acquisition and engagement?"
• "Imagine a scenario where customer adoption of our new digital credit offering is lower than expected. What steps would you take to diagnose the issue and implement corrective actions?"
• "How do you balance the need for rapid product innovation with the regulatory and risk requirements of a financial institution?"

Company & Culture Questions:

• "What do you know about BBVA's digital transformation strategy, and how do you see this role contributing to it?"
• "Describe your experience working in a large, matrixed organization. How do you ensure effective collaboration across different departments?"
• "How do you align your product vision with the overall business objectives and values of a company like BBVA?"
• "What are your expectations regarding team culture and collaboration within a digital product team?"

Portfolio Presentation Strategy:

• Narrative Focus: Craft a compelling story for each portfolio item, highlighting the problem, your strategic approach, the execution, and the quantifiable results.
• Data Visualization: Use clear charts and graphs to present metrics and demonstrate the impact of your work on key business objectives.
• Process Clarity: Be prepared to walk through the specific processes you employed for market analysis, strategy definition, product development, and iteration.
• Stakeholder Engagement: Explain how you managed relationships with various stakeholders throughout the product lifecycle.
• Conciseness: Be mindful of time constraints; focus on the most impactful aspects of your experience.

📝 Enhancement Note: Candidates should prepare to articulate their strategic thinking, demonstrate a data-driven approach, and showcase their ability to manage complex digital products within the financial services industry. Practice presenting portfolio items with a clear narrative and quantifiable results.

📌 Application Steps

To apply for this operations position:

• Submit your application through the BBVA Workday careers portal at the provided URL.
• Portfolio Customization: Curate your resume and portfolio to specifically highlight your experience with digital credit products, product strategy, and success in driving customer acquisition and revenue growth in the financial sector. Showcase relevant case studies that demonstrate your strategic thinking and execution capabilities.
• Resume Optimization: Ensure your resume clearly outlines your 7+ years of experience, focusing on quantifiable achievements and responsibilities related to product management, digital strategy, and credit products. Use keywords such as "Product Management," "Product Strategy," "Digital Banking," "Credit Cards (TDC)," "Agile," "Roadmap Development," and "Customer Acquisition."
• Interview Preparation: Practice answering strategy-focused questions related to product development, market analysis, and problem-solving in the digital finance space. Prepare to discuss your experience with Agile methodologies and how you leverage data for decision-making. Rehearse your portfolio presentation to ensure clarity, impact, and conciseness.
• Company Research: Familiarize yourself with BBVA's digital transformation initiatives, its presence in Colombia, and its strategic goals within the retail banking sector. Understand their approach to innovation and customer experience in digital financial products.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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