About this role
Primary objective:
• Develop customer segmentation strategies in alignment with overall Group Community Banking strategy • Identify bundling and cross-selling opportunities for customers (all segments) and develop plan • Identify segment benefits proposition plan (incl. providing strategic inputs & ensuring alignment in Strategic alliances across Tribes) for all customer segments and handle segment specific strategic alliances • Develop, plan and execute segment based propositions/initiatives and business strategies in alignment with overall Group direction.
Key Responsibilities: Market and Competitive Analysis:
• Understand the behaviours/ preferences of different segments, and understand customers from life-cycle perspective by performing market research and competitor benchmark. • Lead research and customer data analytics to shape the Bank’s customer acquisition and growth strategies by delivering fact based insights and recommendations for Segment Heads/ Product Owners.
Segmentation, Strategic Planning and Performance Tracking:
• Understand/evaluate the life-time value of customers within the segments of Mass Market, Mass Affluent & Affluent with an actionable plan. • Be the key driver/co-drive to launching proposition initiatives/projects and implementing business strategies for all segments (Mass Market, Mass Affluent & Affluent) in alignment with Group directives to achieve the targets. • To create/co-create Personas/Profiles within Segments (Mass Market, Mass Affluent, Affluent) with a purpose of relevant targeting on propositions/ products. • Develop, plan and implement business strategies to achieve portfolio growth in terms of customer number/profitability and improved overall customer experiences. • Ensure all initiatives/ projects/ campaigns are tracked to achieve respective objectives • To practice RHB Bank/Group standards for initiatives/ projects to ensure adherence to guidelines.
Collaboration:
• Liaise and manage key stakeholders such as Retail Distribution, Channels, Finance, Digital, Product Owners and Marketing, etc to facilitate the development and implementation of initiatives and projects.
Presentation and Reporting:
• Discover findings and insights to provide recommendation that is clear and compelling. • To collate financial information, status of current initiatives/projects, and translate it to updates input to any management presentation materials.
Continuous Improvement:
• Identify areas for improvement in a strategic approach on existing or new initiatives to better drive efficiency, effectiveness and growth of business for all/ focused segments.