Team Lead, Customer Segment Management

DBS Bank

  • Taiwan
  • Permanent
  • Full-time
  • 20 days ago
Job Objectives
We are seeking a visionary and results-driven leader to establish and lead the Emerging Affluent Segment strategy
within Consumer Banking Group. This newly created role will be responsible for developing a compelling Customer
Value Proposition (CVP) that reflects deep customer insights, life-stage needs, and behavioral drivers. The
successful candidate will drive segment growth, digital-led engagement, wealth product penetration, and build a
strong pipeline into the Affluent segment, anchored by data-driven decisions and a seamless digital engagement
and O2O (Online-to-Offline) service model.
Roles & Responsibilities
1. Segment Strategy, CVP & Customer Understanding
  • Define and evolve a differentiated CVP based on robust understanding of customer personas, needs, aspirations,
and financial behaviors
  • Lead segmentation strategy informed by data analytics, life-stage mapping, and behavioral insights
  • Align product, service, and channel offerings to specific customer life events (e.g., career milestones, family
planning, asset accumulation)
2. Customer Insights & Data-Driven Marketing
  • Champion a customer insights-led approach, using qualitative and quantitative research and behavioral analytics
  • Develop data-driven programs that personalize engagement, cross-sell, and upgrade journeys
  • Close partnership with Data Chapter, Digital Banking, and Product teams to track conversion, engagement, and
retention metrics
3. Brand, Positioning & Communication
  • Define and articulate the brand identity for the Emerging Affluent segment
  • Craft compelling proposition and campaigns that connect with evolving customer mindsets and aspirations
4. Acquisition, Portfolio Management & AUM Growth
  • Lead targeted acquisition strategies across digital, ecosystem, and omni channels
  • Build a high-quality portfolio focused on AUM growth, wealth product holding, and revenue per customer
  • Drive active rate improvement through smart targeting and ongoing engagement
5. Engagement, Cross-Buy & Lifecycle Management
  • Develop comprehensive engagement programs using digital nudges, behavioral triggers, and life-stage events
  • Increase cross-buy ratio across banking, FX, remittance, investment, and insurance products
  • Design upgrade journeys from Mass to Emerging Affluent, and into full Affluent status, supported by analytics
and sales enablement
6. Digital-Led Engagement & Pipeline Development
  • Build a digital-first engagement strategy, leveraging mobile, AI-driven personalization, and omni-channels
  • Position the segment as a strategic pipeline into affluent segment, with defined pathways and transition triggers
  • Implement a scalable and cost-effective O2O service model that blends digital convenience with human advisory
where needed to drive affluent upgrade opportunity
Requirements
  • 10+ years in Consumer Banking, Wealth Management, Digital Banking, or Customer Segment Management
  • Bachelor’s degree in Business, Finance, or a related field. MBA or equivalent advanced degree is a plus
  • Strong track record in growing customer portfolios, driving cross-sell, and launching new segment or digital
propositions
  • Proven track record of successfully driving cross-functional collaboration and executing large-scale business
initiatives or projects
  • Strong analytical and problem-solving skills, with the ability to turn data insights into actionable strategies
  • Excellent communication and interpersonal skills, with the ability to engage and influence stakeholders at all
levels.
  • Strong leadership qualities with experience managing teams, driving initiatives, and delivering results in a
dynamic, fast-paced environment.

DBS Bank