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
Work with CBG stakeholders to define, execute, refine customer segmentation strategy to identify unique actionable customer segments using behaviour, psychographic, needs & motivation-based information
Establish governance frameworks to drive the new data driven marketing, including any capability development, adoption of capabilities, culture building, and KPI management.
Provide thought leadership to guide the CBG marketing towards data driven marketing best practices,
Effectively embed segmentation into day to day business management, strategic initiatives to drive unique value proposition to each individual segment.
Effectively leverage existing marketing technologies, various customer engagement initiatives such as cognitive banking, financial planner, contextual marketing to bring one DBS marketing and customer experience to customers to amplify business results.
Drive adoption and build new marketing technology capabilities to enable new data driven marketing use cases, scale up use cases, shorten turnaround time for use case execution across both DBS owned channels and paid channels (Google, FB etc.,)
Execute use cases with each individual CBG market by enhancing customer segmentation strategy through bringing together data, qualitative studies, customer research, customer motivations/ needs info, leverage marketing technology capabilities, connecting the dots across various initiatives to amplify business results
Provide consultation to business, marketing teams in their transition to data driven marketing organisation and drive impact
Leadership position with cross functional experience, hands on understanding of work across data, digital marketing, segments, customer experience and business.
Minimum 14 years of work experience and proven track record of executing large scale transformative projects & program management
Significant experience managing senior sponsors and working team squads in a multiple-stakeholder environment,
Ability to manage complex and competing priorities, conflict management and resolution skills are required,
Able to drive an agenda and influence stakeholders outside of formal reporting lines is a must,
A self-starter and collaborator that flourishes in a fast-paced, different work cultures across regional markets and results-driven environment,
Effective communicator equally at ease with business stakeholders and technology teams
In - depth understanding of marketing technology landscape and experience of leveraging data, marketing technology to drive business results
Structured analytical abilities, effective communication, and presentation skills
Experience of working in Financial services/Fintech or FMCG is 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.