Primary Objective:

• Develop customer segmentation strategies in alignment with overall Group Community Banking strategy
• Identify bundling and cross-selling opportunities for customers (all segments) and develop plan
• Identify segment benefits proposition plan (incl. providing strategic inputs & ensuring alignment in Strategic alliances across Tribes) for all customer segments and handle segment specific strategic alliances
• Develop, plan and execute segment propositions and business strategies in alignment with overall Group direction.

Key Responsibilities:

• Market and Competitive Analysis:

• Understand the behaviours/ preferences of different segments, and understand customers from life-cycle perspective by performing market research and competitor benchmark.
• Lead research and customer data analytics to shape the Bank’s customer acquisition and growth strategies by delivering fact based insights and recommendations for Segment Heads/ Product Owners.

• Segmentation, Strategic Planning and Performance Tracking:

• Understand/evaluate the life-time value of customers within the segments of Mass Market, Mass Affluent & Affluent with an actionable plan.
• Be the key driver/co-drive to launching proposition initiatives/projects and implementing business strategies for all segments (Mass Market, Mass Affluent & Affluent) in alignment with Group directives to achieve the targets.
• To create/co-create Personas/Profiles within Segments (Mass Market, Mass Affluent, Affluent) with a purpose of relevant targeting on propositions/ products.
• Develop, plan and implement business strategies to achieve portfolio growth in terms of customer number/profitability and improved overall customer experiences.
• Ensure all initiatives/ projects/ campaigns are tracked to achieve respective objectives
• To practice RHB Bank/Group standards for initiatives/ projects to ensure adherence to guidelines.

• Collaboration:

• Liaise and manage key stakeholders such as Retail Distribution, Channels, Finance, Digital, Product Owners and Marketing, etc to facilitate the development and implementation of initiatives and projects. 

• Presentation and Reporting:

• Discover findings and insights to provide recommendation that is clear and compelling.
• To collate financial information, status of current initiatives/projects, and translate it to updates input to any management presentation materials.

• Continuous Improvement:

• Identify areas for improvement in a strategic approach on existing or new initiatives to better drive efficiency, effectiveness and growth of business for all/ focused segments.