About the Role
Drive customer value maximization by increasing product penetration, cross-sell ratios, and customer activation across assigned segments through data-driven strategies, targeted campaigns, and seamless customer journeys.
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Key Accountabilities of the Role
1. Cross-Sell Strategy & Execution
- Develop and implement segment-specific cross-sell strategies aligned with business targets
- Identify product bundling opportunities across liabilities, assets, cards, and wealth products
- Optimize cross-sell funnels to increase product holding per customer
2. Customer Activation & Engagement
- Design and execute activation programs for new and existing customers
- Drive onboarding journeys to improve early-life engagement and digital usage
- Reduce dormancy and increase product utilization across segments
3. Campaign Management
- Plan and deliver targeted campaigns leveraging customer data and behavioral insights
- Partner with Marketing, Digital, and Analytics teams to execute multi-channel campaigns
- Track campaign performance and continuously optimize conversion rates
4. Data & Analytics
- Leverage CRM and analytics tools to identify cross-sell opportunities and customer needs
- Monitor KPIs such as activation rates, product penetration, campaign ROI, and customer engagement
- Develop actionable insights to enhance customer lifecycle value
5. Stakeholder Management
- Collaborate with Product, Digital, Coverage (RMs), and Customer Experience teams
- Align cross-sell initiatives with segment strategies and business priorities
- Support frontline teams with tools, propositions, and training to drive execution
6. Customer Journey & Experience Enhancement
- Identify gaps in customer journeys impacting activation and cross-sell
- Drive enhancements to digital and assisted channels to improve conversion and satisfaction
- Ensure a seamless, customer-centric experience across all touchpoints
Specialist Skills / Technical Knowledge Required for this Role
- Bachelor’s degree in business, Finance, Marketing, or related field
- 6–10 years of experience in banking, customer segmentation, CRM, or marketing
- Strong understanding of retail/priority/private banking products
- Proven track record in campaign management and customer lifecycle optimization
