Role: Head of Customer Segmentation
Location: Abu Dhabi
Role Purpose:
This role is pivotal to drive customer-centric strategies and optimize the Banks offerings across segments with a view to cater to the diverse needs of client segments across the value pyramid.
The candidate will lead a team of skilled professionals in analyzing customer data, identifying market segments, and developing best in class segment value propositions, including the execution of marketing strategies to enhance customer engagement, bank product/service usage & loyalty.
Develop & maintain a customer value proposition across segments. This includes banking products, services as well as lifestyle benefits, customer engagement (events, newsletters, surveys, etc).
The key focus of this role will be to grow the retail bank’s customer numbers, customer revenue & PPI across the various segments.
Key Accountabilities of the role
- Segmentation Strategy: Develop and execute a comprehensive customer segmentation strategy that aligns with the Bank’s business objectives.
- Customer Data Analysis: Utilize data analytics tools and techniques to assess customer behavior, preferences, and demographics, enabling data driven decision making.
- Market Research: Stay updated with industry trends and conduct market research to identify potential segments and opportunities for growth.
- Segmentation Modelling: Develop customer segmentation models to tailor service and products to enhance overall customer experience and identify opportunities for cross sell and upsell.
- Customized marketing: Collaborate with Marketing to create customized marketing campaigns for each customer segment, ensuring effective communication of the Bank’s offerings.
- Stakeholder management: Work closely with stakeholders across Product, Compliance, Legal, Marketing & Sales to adhere and align with the Bank’s overall growth strategy.
- Liaise with all the relevant product verticals to churn out ‘fit for purpose’ products & services for each retail segment.
- Own the customer experience across touchpoints & refine UX & customer journeys as required.
- Develop cross sell opportunities to improve product per customer as well as share of wallet.
- Develop customer acquisition campaigns for the relevant segment.
Specialist Skills / Technical Knowledge Required for this role:
- Strong inter-personal skills
- Strong negotiation and presentation skills
- Strong sales & business management skills
- UX & Customer journey mapping skills
- Financial modeling, budgeting, and forecasting skills.
- Ability to collate & interpret data.
- Results oriented: is self-motivated driven by the need to succeed.
- Personal organization: demonstrates high levels of personal organization, delivering on time. Plans effectively to deliver goals.
- Development: self-analytical; and takes accountability for own development.
Previous experience required (if any)
- Degree in Business, Marketing, Finance, or a related field; a master’s degree is a plus.
- A minimum of 15 years of experience in customer segmentation, data analytics, or related roles within the banking or financial services sector.
- Proficiency in utilizing data tools to drive informed commercial decisions.
- Exceptional leadership and team management skills.
- Excellent communication and presentation abilities.
- Results-oriented mindset and a track record of driving positive business outcomes through customer segmentation.
- Understanding of marketing dynamics including demographic factors, competitor products and services
- Experience in dealing with, and managing third party service providers such as benefits aggregators, financial and lifestyle content providers, corporate gifts & events, etc.
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