AVP, Customer Segments Management (Consumer Financial Services)

Purpose of the role:

Reporting to Customer Segment Management head under Consumer Financial Services Division, the role helps manage customer proposition development of Personal Banking and Premier Banking. The incumbent will conduct target customer and market studies, and develop best-in-class propositions that cater to different segment needs and that meet the Bank’s strategic directives. He/she will also design marketing campaigns that can help grow target customer and revenue growth. The person is responsible for meeting customer and revenue targets under the annual operating plan. Most imperatively, all programs should comply with Group and regulatory requirements, ensuring satisfactory audit results.

What you will be doing:

• Drive affluent segment (Premier Banking and Premier Private Client) growth through differentiated customer propositions and data-led marketing strategies.
• Lead customer proposition development, marketing campaigns, and digital transformation initiatives to enhance segment competitiveness.
• Collaborate with business, product and Group related stakeholders to deliver best-in-class value propositions.
• Deepen customer relationships through wealth deepening, strategic partnerships (concierge, lifestyle), portfolio growth and client engagement campaigns.
• Formulate customer lifecycle strategies to support portfolio growth, including upgrades from Premier Banking to Premier Private Client.
• Conduct market studies, competitor analysis, focus groups, customer surveys, and portfolio performance reviews to generate actionable insights.
• Monitor sales performance and coordinate with Sales Distribution in identifying performance gaps and deploying relevant training / action plans.
• Ensure all programmes and initiatives comply with Group, regulatory, legal, risk, and control standards.

Who are we looking for:

• Bachelor's degree in business administration, Management, Marketing, banking or finance related field.
• 5-10 years’ experience in customer segment management, (affluent is preferred) Marketing, Digital, Consumer Products, etc.
• Deep understanding of customer experience principles, customer journey mapping, and customer-centric design thinking methodologies.
• Strong analytical and problem-solving skills.
• Excellent communication and interpersonal skills, with the ability to effectively engage and influence stakeholders to champion customer-centric initiatives.
• Passion for delivering exceptional customer experiences and a customer-first mindset.
• Knowledge of regulatory compliance requirements in the banking industry is highly desirable.