Proposition

KAF Group; Kuala Lumpur; On-site; MYR 150,000 - 230,000; Full time

Job summary

KAF Group's Senior Executive, Proposition role focuses on translating market insights into strategic propositions for KAF Digital Bank. You will shape lifecycle strategies and coordinate cross‑functional initiatives to drive customer acquisition, funding, activation and retention while enhancing the customer experience.

Reporting to the Head of Business Development and Proposition, you will analyze data, define segmentation, and track performance metrics to sustain growth and commercial value.

Qualifications

• Bachelor’s degree in business, finance, economics, marketing, or related field.
• Experience in digital banking or fintech preferred.
• Strong analytical and research skills; translate data into insights.
• Structured, organized, and able to work across multiple departments with limited direction.

Responsibilities

• Define and refine the Bank’s value proposition and market positioning.
• Co-create and coordinate GTM strategies with Marketing, Product and BD.
• Diagnose funnels, segmentation, and design growth interventions to accelerate product adoption.
• Partner with Data teams to extract insights, track KPIs, and report to senior management.

Skills

Analytics

Data interpretation

Go-to-market

Cross-functional collaboration

Education

Bachelor’s degree

Job description

The Senior Executive, Proposition is a critical analytical and strategic role dedicated to driving KAF Digital Bank's growth agenda. Reporting directly to the Head of Business Development and Proposition, this individual is responsible for identifying customer opportunities, shaping lifecycle strategies, and orchestrating cross-functional initiatives. By transforming market insights and performance data into actionable recommendations, the Senior Executive ensures sustainable customer acquisition, funding, activation, and retention while continuously optimizing the customer experience and commercial value.

Core Strategic Responsibilities

1. Customer Proposition and Segmentation

• Define and refine the Bank’s customer value proposition, clearly articulating market positioning and compelling reasons for customer adoption.
• Interpret customer data to shape segment strategies, tailoring offers, messaging, and outreach mechanisms to prioritized segments.
• Translate market research, competitor benchmarking, and data-driven insights into actionable product improvements and concrete proposition moves.

2. Go-to-Market Execution and Orchestration

• Co-create and coordinate GTM strategies with Marketing, Product, and Business Development departments.
• Assume end-to-end accountability for initiatives from strategy design through implementation and impact realization.
• Embed tracking frameworks for financial and non-financial KPIs, proactively resolving execution bottlenecks to ensure objectives are met.

3. Funnel Management and Growth Design

• Diagnose customer funnels and segmentation to identify leakage points and recommend targeted GTM interventions.
• Perform detailed cohort analysis to understand multi-channel customer behavior over time.
• Design effective rewards and nudges aimed at accelerating product adoption, cross-selling, customer funding, and long-term retention.

4. Data Partnership and Performance Reporting

• Champion data readiness, strengthen data coverage by collaborating closely with the Data team to extract deep insights, define critical metrics, and guide segment strategies.
• Provide clear business requirements for cross-functional teams based on gathered intelligence.
• Track, surface risks, and report on core performance metrics (funding, activation,
• retention) to senior management for strategic review.

Ideal Candidate Profile

• Education: Bachelor’s degree in business, finance, economics, marketing, or a related field.
• Industry Background: Previous experience in digital banking or fintech is a strong advantage
• Skillset: Exceptional analytical and research skills with the ability to interpret complex data into clear conclusions. Strong commercial awareness balancing customer needs with cost considerations.
• Work Style: Highly structured, organized, and capable of working effectively across multiple departments with limited direction.