Segment portfolio & acquisition manager-Mass customers (Officer-AVP)

Segment portfolio & acquisition manager:

Segment focus: Mass customers with key sub-segment of private payroll, retiree & pre-retire, youth and sSME

Position: AVP and below

Role & Responsibility:

• Develop customer sub-segmentation based on demographic, income, behavior & transactional behavior, life stage, value and needs & performances to define sub-segment strategy
• Understand customer needs and design suitable products & solutions for each segment
• Develop strategy to acquire new retail customers by identify potential market and growth opportunities i.e. work with marketing team to launch targeted campaigns for specific segments
• Manage segment portfolio of individual customers by identify upsell and cross-sell opportunities and increase customer lifetime value by offering multiple products to match with customer needs
• Customer analysis and insight
  • Analyze customer data (value, needs and buying pattern) to identify business opportunity & tend and use insights to refine segmentation strategy
  • Understand customer activities, purchasing behavior and engagement in order to initiate campaign and provide insights & behavior to marketing and product team
• Initiate and develop customer campaigns
  • Launch campaigns for specific segments and manage campaign P&L
  • Track campaign performance and customer response
  • Manage lead campaign to frontline that serve business direction and objective
  • Design marketing communication direct to customers
• Market insight
  • Analyze market competitors and trends
  • Identify opportunities for new products and services
• Improve customer experience
  • Identify service gaps through all channels and suggests improvements to enhance the customer journey and engagement
  • Design personalized banking experience to improve customer satisfaction and loyalty
• Collaboration with internal team
  • Ensure smooth delivery of services and products by coordination with internal departments. Work closely with frontline, marketing, product, legal & compliance, finance and operation teams
  • Communicate with frontline and support frontline team to achieve sales target
• Performance monitoring & reporting
  • Track campaign performance, lead usage and sales volume
  • Prepare reports on segment performance i.e. customer growth, AUM growth, retention, product holding and revenue

Key skills required

• Data analysis skills
• Communication and interpersonal skills
• Problem solving skills
• Reporting skills