SVP / VP, Customer Segment Strategy Lead, Consumer Banking Group

Business Function
As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS has a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards and personal loans, to help our customers realise their dreams and aspirations at every life stage. Our financial solutions are not only the best in the business – they were made just right for you.

Responsibilities:

Market Trends and Segment Analysis:

• Generate insights on customer demographics, behaviour, needs, and jobs-to-be-done (JTBD) for key customer segments
• Enrich the quantitative insights with qualitative insights obtained through customer immersion studies to uncover customer needs

Strategy Development:

• Identify opportunities by customer segments with the goal of driving customer acquisition, deepening and broadening product penetration
• Curate consumer trends, assessing the strategic implications and recommending customer-centric opportunities or propositions
• Partner with colleagues in Products and Marketing to refine customer value propositions and tailor/adapt product or service offerings to be implemented through customer journeys

Product Development & Customer Engagements:

• Work closely with product development teams to define and refine new product offerings, journey and propositions, ensuring they meet segment needs and align with the overall strategy
• Coordinate various customer engagement and leverage Martech platforms (AIML, GenAI, DCP, etc.) to deliver effective integrated communications to the target micro-segment.
• Develop customer-driven marketing strategies and use cases based on the microsegment’s behaviour and engagement preferences.
• Govern customer engagements being delivered to customers to ensure cohesive messaging and relevance through a customer journey.

Deliver Business Outcomes:

• Ownership of the end-to-end customer engagement and customer journey to drive business outcomes (product penetration, revenue, profitability)
• Monitor and optimize execution of business strategy by tracking responses, conversions and effectiveness of engagement to drive product penetration, acquisition, usage and customer retention
• Use of data to uncover new insights to define strategy to deepen the customer relationship and identify new areas of opportunity

Communication and Reporting:

• Prepare presentations and reports to senior management, outlining strategic recommendations, progress updates, and market insights

Requirements:

• Bachelor's Degree with a minimum of 10 years of working experience; consumer banking experience a plus but not mandatory
• Out-of-the-box thinker and creative problem solver who is able to manage complexity, ambiguity and open-ended questions
• Experience in building strong and effective relationships with key partners within and outside the organization
• Enjoys working in a fast-paced and agile environment and responding positively to changes
• Experience with social media platforms to drive engagements
• Strong analytical skills to translate data into actionable plans
• Ability to communicate effectively to internal teams, key partners and executive management through story-boarding
• Self-starter and results-oriented, able to work independently and pragmatically
• Structured with good planning and organizing capability
• Strong in Excel and PowerPoint (Digital, Marketing, Communications, and/or Analytics experience would be a plus!)