Responsible for delivering portfolio optimization and business sustainability.
- Responsible for driving portfolio growth and revenue generation through portfolio segmentation and initiatives for cash management, deposit and lending products.
- Understand the current engine of growth and identify next growth segments within the portfolio through regular refresh of portfolio snapshot covering PPC, business vintage, facilities limit, ENR, revenue generation, industry type, persona, MOCA penetration, and digital active.
- Strategize, execute plans and conduct rewards cost analysis for each initiatives planned.
- Develop core and tactical campaigns to support NTB acquisition and ETB deepening based on portfolio and market insights.
- Tapping into data analytics, data scrapping from alternate data sources to broaden acquisition funnel such as loan submission system, off us CASA, trade system – suppliers and buyers, remittance base, business
portals, merchant & etc.
- Conduct campaign briefing to Sales/Branches which entail leads selection criteria, salient information, applicable promotion, fulfillment, process and agreed follow up period before leads are assigned.
- Develop marketing aids (eDM/microsite/SMS templates) are developed to clearly communicate campaign proposition.
- To conduct and review post campaign analysis and identify area for improvement on the next campaign.
- Work with internal key stakeholders, i.e. Product Management, Risk Management, Marketing, Finance and Sales to ensure all parties are aligned to the initiatives/program deliverables.
- Enrich leads based on Persona framework – persona type, recommended bundle and existing product holding gap where wallet data is available such as in credit bureau, business registrar to quantify the
potential.
- Work with CX to embedded persona led engagement via MOB engagement journey to increase customer stickiness.
- Prepare various periodic and ad-hoc MIS to drive analytics in ensuring accurate decision making.
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