AVP, Customer Segments Management

About the role

As Singapore's longest established bank, we have been dedicated to enabling individuals and businesses to achieve their aspirations since 1932. How? By taking the time to truly understand people. From there, we provide support, services, solutions, and career paths that meet their individual needs and desires. Today, we're on a journey of transformation. Leveraging technology and creativity to become a future-ready learning organisation. But for all that change, our strategic ambition is consistently clear and bold, which is to be Asia's leading financial services partner for a sustainable future. We invite you to build the bank of the future. Innovate the way we deliver financial services. Work in friendly, supportive teams. Build lasting value in your community. Help people grow their assets, business, and investments. Take your learning as far as you can. Or simply enjoy a vibrant, future-ready career. Your Opportunity Starts Here. 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.

Responsibilities

• For customer growth on onshore /offshore affluent
• Design and implement of new acquisition strategies and marketing programs to grow Premier Banking customers
• Collaborate with different business owners to develop referral program and further deepen product penetration
• Drive marketing campaigns to upkeep market competitiveness and to formulate marketing strategies and explore the business opportunities to drive bank's revenue
• Ensure CVP to meet customer needs and help acquire new customer/ relationships
• Deliver quality research and actionable insights to deepen our customer understanding for sharing the business strategy to drive centricity
• Collaborate with various product, credit, operations, and functional teams to improve customer service delivery through turnaround times, service guarantee and process improvements
• Perform analysis on programme result to evaluate performance
• Collaborate with Compliance, Legal, Risk Management, and other control functions to ensure compliance to Group and regulatory standards
• For customer growth on mass segment
• Plan, execute and manage strategy and tactical business plan, considering the market opportunity/growth potential, competitor activity, existing capabilities and risk appetite, delivering Personal Banking and Workplace Banking business goals.
• Develop sales strategy for business leads acquisition working with Branch Banking, Direct Sales, analytics and marketing teams to ensure Mass clients are acquired
• Develop comprehensive CVP for mass customer segment.
• Develop basic product bundles and solutions dedicated to mass segment.
• Collaborate with Compliance, Legal, Risk Management, and other control functions to ensure compliance to Group and regulatory standards
• For customer portfolio growth
• Revamp and implement need-based customer propositions that are best-in-class and cater to different customer segments.
• Also coordinate with OCBC Group on bringing in best practices and regional offerings
• Design and roll out customer and revenue growth campaigns with an aim to address customer needs with a range of product solutions.
• Conduct competitor study on an ongoing basis and recommend counter moves to ensure market competitiveness
• Collaborate with product teams and help steer product enhancement to meet the need of respective customer segments. Steer market competitive customer engagement and experience journey
• Tailor differentiates privileges, loyalty programs & events to deepen customer relationship and provide prestige customer experience
• Manage CVP development along with Sales and Service model such as RM model, call center service model, Remote channel features and Product differentiations
• Collaborate with Compliance, Legal, Risk Management, and other control functions to ensure compliance to Group and regulatory standards
• Digital Transformation
• Understand the business objective, identify performance gap, develop and deploy training inputs to build strong sales functional competencies at all levels.
• Review the existing capabilities and identify area of improvements.
• Drive a solid strategy to commercialize the capabilities and optimize the cost and spending.
• Customer-Centric Strategy: To lead and collaborate with cross-functional teams to develop a customer-centric roadmap and

Benefits

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