Working Hour
Regular Hours
Monday - Friday
Business Area
Community Banking
Malaysia - Kuala Lumpur
Working Hour
Regular Hours
Monday - Friday
Malaysia - Kuala Lumpur
Business Area
Community Banking

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.




  • Prior experience on Product Management and knowledge of Retail Banking is an advantage.
  • Strong background of Project Management, Customer Journey Management, Customer Segmentation, Stakeholder Management and Persona/Profile management, views on Customer Centricity would be an added advantage.
  • Possess eye for details, analytical thinking skills and ability to translate ideas to implementable actions.
  • Effective interpersonal and communication skills especially to stakeholders.
  • Proficient in MS Office Suites (e.g. MS Power Point, MS Excel, MS Word, etc).
  • Able to work in a fast-paced dynamic environment, multi-task effectively and under pressured timelines with a sense of urgency in an agile method.
  • Ability to self-organise, work independently, eager to learn, strong sense of discipline and a team-player.

Dental, Education support, Miscellaneous allowance, Medical, Loans, Sports (e.g. Gym), Parking, Vision, Regular hours, Mondays - Fridays, Casual Business Wear, Performance Based Rewards