About Segment Strategy & Propositions team:
Our teamis responsible fordeveloping and implementing strategies to drive business outcomes, which includesidentifyingmarket opportunities and customer value propositions by customer segments,designing customer journeys across lifecycle, partnerships with relevant organisations to maximise reach,as well as developing a customer-centric engagement model. The team will work with various product teams to grow the income and profitability of the DBS/POSB Retail & Treasures customer segment, and platform owners in ensuring a seamless banking experience throughout the lifecycle.
Responsibilities of a Segment Lead
Market Trends and Segment Analysis:
- Generate insights on customer demographics, behaviour, needs, and jobs-to-be-done (JTBD) for key customer segments
- Clear pulse on market share, areas of growth and threats
- Enrich the quantitative insights with qualitative insights obtained through customer immersion studies to uncover customer needs
- Translate insights into clear problem statements, priorities and recommendations for actions
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 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 Journey:
- 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
- Design customer journey and partner with product & platform owners on journey enhancements to ensure a seamless lifecycle management
- Partner with Marketing to deliver effective integrated communications
- Establish partnerships with relevant organisation and drive on the ground activation to maximise impact and awareness
- Act as segment voice in forums, ensuring customer and business outcomes are balanced
Deliver Business Outcomes:
- See through the development, launch and adoption of a reimagined customer journey for a seamless banking experience throughout the lifecycle
- Ownership of the the end to end customer engagement and customer journey to drive business outcomes (product penetration, revenue, profitability)
- Monitor and optimise execution of business strategy by tracking responses, conversions and effectiveness of initiatives in driving product penetration, acquisition, usage and customer retention
- Be accountable for outcomes including iterations from experiments
Requirements:
- Minimum 10 years of working experience, consumer banking experience a plus but not mandatory
- Good interpersonal and communication skills with a positive working attitude
- Out-of-the-box thinker and creative problem solver who is able to manage complexity, ambiguity and open-ended questions
- Experience in customer journey design and user experience, and experience working with product/designer/tech counterparts in seeing through platform builds
- Experience in building strong and effective relationships with key partners within and outside the organization
- Enjoys working in a fast pace 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 storyboarding
- Self-starter and results-oriented, able to work independently and pragmatically
- Structured with good planning and organising capability
- Strong in Excel, Powerpoint (Digital, Marketing, Communications, and/or Analytics experience would be a plus!)
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