Head of Segments Full Time NEW

Skills:

• Executive-Level Strategic Planning
• Advanced Financial & Portfolio Management
• Board-Level Presentation Skills
• Stakeholder & Cross-Functional Leadership
• Budget & Resource Governance

Education:

• 12–15+ years’ experience in marketing, customer strategy, segmentation, or proposition roles, ideally within banking or financial services
• Proven experience designing, owning, and operationalizing customer segmentation frameworks (behavioral, needs‑based, value‑based)
• Demonstrated success in end‑to‑end proposition development, including design, launch, optimization, and performance management
• Strong understanding of retail banking products, customer economics, and P&L impact
• Experience working across multiple business units and influence at ExCo / senior leadership level

Key Responsibilities & Accountabilities:

Customer Segmentation Strategy

• Design and own the bank’s enterprise-wide customer segmentation framework, evolving from demographic to behavioral, needs based, and value-based segmentation.
• Ensure segmentation is actionable and embedded across marketing, sales, service, and digital journeys.
• Partner with Data & Analytics to leverage advanced analytics, propensity models, and CLV insights.
• Act as the internal authority on priority segments (e.g. Mass, Affluent, Youth, Expat, etc.)

Proposition Development & Management

• Lead the end-to-end development of customer propositions, from insight to design, launch, optimization, and retirement.
• Build differentiated value propositions that combine products, pricing, benefits, experiences, and partnerships.
• Ensure propositions are clearly articulated, commercially sound, and aligned with brand promise.
• Own proposition performance metrics (penetration, revenue uplift, retention, NPS).

Commercial & Performance Ownership

• Translate customer insight into clear growth levers and monetization opportunities.
• Work closely with Products, Marketing, Finance, Distribution and other internal stakeholders to embed propositions into P&L plans.
• Define success metrics and dashboards; continuously optimize propositions based on performance and feedback.

Cross Functional Leadership

• Act as a connector role across Product, Marketing Digital, Insight, Analytics, CX, and Frontline Distribution teams.
• Influence senior stakeholders to adopt customer-led decision making.
• Champion test and learn approaches, agile ways of working, and rapid iteration.

Team Leadership & Capability Building

• Build and lead a high-performing team covering segmentation, customer insight, and proposition management.
• Set clear role charters, skills development plans, and succession pathways.
• Foster a strong external orientation by monitoring global best practices and competitive trends.