Project Manager, Emerging Affluent Segment 數位客群經營

We are seeking a highly motivated and results-oriented Project Manager to support the Emerging Affluent Segment operation within the Consumer Banking Group. This role will be responsible for driving key initiatives and projects related to developing a compelling Customer Value Proposition (CVP) that reflects deep customer insights, life-stage needs, and behavioral drivers. The successful candidate will contribute to segment growth, digital-led engagement, wealth product penetration, and building a strong pipeline into the Affluent segment, all anchored by data-driven decisions and a seamless digital engagement service model.

Responsibilities

Segment Strategy, CVP & Customer Understanding Support:

• Support the definition and evolution of a differentiated CVP based on robust understanding of customer personas, needs, aspirations, and financial behaviors
• Assist in segmentation strategy informed by data analytics, life-stage mapping, and behavioral insights
• Help align products, services, and channel offerings to specific customer life events (e.g., career milestones, family planning, asset accumulation)

Customer Insights & Data-Driven Marketing Project Management:

• Assist in championing a customer insights-led approach, using qualitative and quantitative research and behavioral analytics
• Support the development and execution of data-driven programs that personalize engagement, cross-sell, and upgrade journeys
• Collaborate with the Data Chapter, Digital Banking, and Product teams to track conversion, engagement, and retention metrics

Brand, Positioning & Communication Initiatives:

• Contribute to defining and articulating the brand identity for the Emerging Affluent segment
• Support the crafting of compelling propositions and campaigns that connect with evolving customer mindsets and aspirations

Acquisition, Portfolio Management & AUM Growth Project Support:

• Assist in implementing targeted acquisition strategies across digital ecosystem
• Contribute to building a high-quality portfolio focused on AUM growth, wealth product holding, and revenue per customer
• Support initiatives to drive active rate improvement through smart targeting and ongoing engagement

Digital-Led Engagement, Cross-Buy & Lifecycle Management Support:

• Assist in developing comprehensive engagement programs using digital nudges, behavioral triggers, and life-stage events
• Support efforts to increase cross-buy ratio across banking, FX, remittance, investment, and consumer products
• Contribute to designing upgrade journeys from Mass to Emerging Affluent, and into Affluent pipeline as a whole

Qualifications

• 8+ years in Consumer Banking, Wealth Management, or Customer Segment Management, with a focus on Project Execution
• Bachelor's degree in Business, Marketing, or a related field
• Strong understanding of customer insights, data analytics, and digital engagement strategies
• Proven ability to collaborate effectively with cross-functional teams and support large-scale business initiatives or project
• Solid analytical and problem-solving skills, with the ability to translate data into business actions