AVP, Customer Segments Management

OCBC; Hong Kong; On-site; HKD 600,000 - 900,000; Full time

Job summary

OCBC is seeking a seasoned professional to lead customer segment management for Personal Banking and Premier Banking. You will study target customers, craft best-in-class propositions, and design campaigns that drive growth while ensuring compliance with regulatory standards.

Lead cross-functional teams, collaborate with product and Group stakeholders, and deepen wealth relationships through strategic partnerships.

Qualifications

• Bachelor's degree in business administration, Management, Marketing, banking or finance related field.
• 5-10 years’ experience in customer segment management, 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 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 banking is desirable.

Responsibilities

• Drive affluent segment growth (Premier Banking and Premier Private Client) 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.

Skills

Customer segment management

Marketing

Digital

Consumer products

Customer experience

Journey mapping

Design thinking

Stakeholder influence

Analytical thinking

Education

Bachelor's degree in business/marketing/finance

Job description

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.

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.

What We Offer

Competitive base salary. A suite of holistic, flexible benefits to suit every lifestyle. Community initiatives. Industry-leading learning and professional development opportunities. Your wellbeing, growth and aspirations are every bit as cared for as the needs of our customers.