Job Description

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 \xe2\x80\x93 they were made just right for you.

Our team is responsible for developing and implementing strategies to drive business outcomes, which includes identifying market opportunities and customer value propositions by customer segments, 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 by leveraging Customer Insights and Data-Driven Marketing.

Responsibilities

Develop customer & microsegment strategy

• Generate insights on customer demographics, behaviour, needs, and jobs-to-be-done (JTBD) for the following Microsegments (Young Adults, Prime30s, Family Focus)
• Enrich the quantitative insights with qualitative insights obtained through customer immersion studies to uncover customer needs and Job To Be Done.

Identify strategic business opportunities

• Identify opportunities within targeted microsegments with the goal of 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

Choreograph and govern marketing engagements

• Coordinate various customer engagement and leverage Martech platforms (AIML, GenAI, DCP, etc.) to deliver effective integrated communications to the target microsegment.
• Develop customer-driven marketing strategies and use cases based on the microsegment\xe2\x80\x99s behaviour and engagement preferences.
• Govern customer engagements being delivered to customers to ensure a cohesive messaging and relevance though a customer journey.

Deliver impact to customer and business results

• Ownership of the end to end customer engagement and customer journey to drive business outcomes
• Monitor and optimize execution of campaigns 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

Requirements

• At least 5 years experience in Product Management, Customer Lifecycle Management, Business Strategy and/or Marketing
• 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 with social media platforms to drive engagements
• Enjoys working in a fast pace environment and responding positively to changes
• Strong analytical skills to translate data into actionable plans
• Experience in building strong and effective relationships with key partners within and outside the organization
• 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!)

Apply now

We offer a competitive salary and benefits package and the professional advantages of a dynamic environment that supports your development and recognises your achievements.

DBS Bank