Manager - Growth Lead

HL Bank Singapore; Singapore; On-site; SGD 90,000 - 130,000; Full time

Job summary

HL Bank Singapore is seeking a growth-focused professional to design and execute end-to-end strategies for acquiring, activating, and retaining customers in the cross-border segment. You will own key metrics, refine the CVP, and partner with Product and UX teams to optimize digital journeys.

Focus areas include ecosystem partnerships, growth marketing across channels, and shaping a holistic financial and lifestyle solution for cross-border clients in Singapore and Malaysia.

Responsibilities

• Design and execute end-to-end user acquisition, activation, and retention strategies for our anchor cross-border segment while building the playbook to expand into new segments
• Own core commercial growth metrics (customer acquisition, active usage, and CASA mix), aligned with the bank’s growth targets for customer base and CASA mix. Monitor market trends, the competitive landscape, and regulatory changes impacting cross-border and regional growth segments.
• Define and refine the unique Value Proposition (CVP) for the Malaysia-Singapore cross-border offering, ensuring it clearly differentiates HL Bank from competitors beyond just rates (e.g., easy online account opening, consolidated rewards, low FX).
• Plan and execute end-to-end growth marketing strategies and targeted campaigns across paid, owned, and earned channels, collaborating with marketing and product teams to deliver measurable ROI.
• Identify, evaluate, and forge strategic partnerships with relevant strategic partners (Eg. telcos, education providers, lifestyle brands, payment providers) that enhance the overall value proposition and appeal to the target audience.
• Negotiate and manage partnership agreements, ensuring mutually beneficial outcomes and successful integration of partner offerings into our cross-border proposition.
• Explore and develop ecosystem offerings that resonate with cross-border customers, creating a holistic financial and lifestyle solution.
• Serve as the business owner for cross-border digital features, translating customer pain points into a prioritized technical product roadmap.
• Partner directly with Product and UX/UI teams to continuously optimize the digital journeys to maximize conversion.
• Analyze campaign performance and customer behavior to uncover growth opportunities
• Build dashboards and reports to track funnel performance and marketing effectiveness
• Use insights to inform creative, messaging, and channel strategies

Job description

• Design and execute end-to-end user acquisition, activation, and retention strategies for our anchor cross-border segment while building the playbook to expand into new segments
• Own core commercial growth metrics (customer acquisition, active usage, and CASA mix), aligned with the bank’s growth targets for customer base and CASA mixMonitor market trends, the competitive landscape, and regulatory changes impacting cross-border and regional growth segments.
• Define and refine the unique Value Proposition (CVP) for the Malaysia-Singapore cross-border offering, ensuring it clearly differentiates HL Bank from competitors beyond just rates (e.g., easy online account opening, consolidated rewards, low FX).

Define your future at HL Bank Singapore

Functional (job responsibilities)

Segment Strategy & Growth

• Design and execute end-to-end user acquisition, activation, and retention strategies for our anchor cross-border segment while building the playbook to expand into new segments
• Own core commercial growth metrics (customer acquisition, active usage, and CASA mix), aligned with the bank’s growth targets for customer base and CASA mixMonitor market trends, the competitive landscape, and regulatory changes impacting cross-border and regional growth segments.
• Define and refine the unique Value Proposition (CVP) for the Malaysia-Singapore cross-border offering, ensuring it clearly differentiates HL Bank from competitors beyond just rates (e.g., easy online account opening, consolidated rewards, low FX).

Customer Acquisition And Ecosystem Partnerships

• Plan and execute end-to-end growth marketing strategies and targeted campaigns across paid, owned, and earned channels, collaborating with marketing and product teams to deliver measurable ROI.
• Identify, evaluate, and forge strategic partnerships with relevant strategic partners (Eg. telcos, education providers, lifestyle brands, payment providers) that enhance the overall value proposition and appeal to the target audience.
• Negotiate and manage partnership agreements, ensuring mutually beneficial outcomes and successful integration of partner offerings into our cross-border proposition.
• Explore and develop ecosystem offerings that resonate with cross-border customers, creating a holistic financial and lifestyle solution.

Digital Experience And Product Growth

• Serve as the business owner for cross-border digital features, translating customer pain points into a prioritized technical product roadmap.
• Partner directly with Product and UX/UI teams to continuously optimize the digital journeys to maximize conversion.

Data Analytics

• Analyze campaign performance and customer behavior to uncover growth opportunities
• Build dashboards and reports to track funnel performance and marketing effectiveness
• Use insights to inform creative, messaging, and channel strategies

About HL Bank Singapore

HL Bank Singapore is the Singapore branch of Hong Leong Bank, a premier regional financial services leader headquartered in Malaysia with a rich heritage of over 120 years. Listed on Bursa Malaysia and a key member of the extensive Hong Leong Group, we operate a robust network of approximately 250 branches across Malaysia, with a strategic regional presence in Singapore, Hong Kong, Vietnam, Cambodia, and China.

As a Full Bank in Singapore, we serve as a vital hub for the Group’s regional ambitions. A cornerstone of this strategy is our sophisticated “advisory-first” wealth proposition through HLB Private Bank and HLB Priority. By combining our deep Asian market roots with a landmark strategic alliance with Swiss private bank Lombard Odier, we provide world-class wealth architecture and bespoke solutions for our clients.

Beyond our wealth focus, we deliver excellence through four core business pillars: Business & Corporate Banking, Personal Financial Services, Private Wealth Management, and Global Markets. This “Integrated Approach” allows our talent to collaborate seamlessly across segments, ensuring we effectively meet the multifaceted needs of high-net-worth individuals, business founders, and corporate enterprises alike.

At HL Bank Singapore, our people are central to our success, and as a recognized Human Capital Partner (HCP) by TAFEP, we are committed to progressive workplace practices and your professional development. We seek digitally inclined, customer-centric performers who thrive in a technology-focused environment, where we empower our teams with AI-enhanced tools and next-generation platforms to lead the industry. As part of a large, diversified conglomerate, we offer unrivaled opportunities to explore new grounds and build a challenging career path within a rapidly expanding regional landscape. Join us to be part of a proven value-creation story and shape the future of your own story at HL Bank Singapore.