Project Manager, Emerging Affluent Segment

Job Objectives:

We are seeking a highly motivated and results-oriented Project Manager to support the Emerging Affluent Segment strategy within the Consumer Banking Group. This role will be responsible for driving key initiatives and projects related to developing a compelling Customer Value Proposition (CVP) that reflects deep customer insights, life-stage needs, and behavioral drivers. The successful candidate will contribute to segment growth, digital-led engagement, wealth product penetration, and building a strong pipeline into the Affluent segment, all anchored by data-driven decisions and a seamless digital engagement and O2O (Online-to-Offline) service model.

Roles & Responsibilities:

Segment Strategy, CVP & Customer Understanding Support:

• Support the definition and evolution of a differentiated CVP based on robust understanding of customer personas, needs, aspirations, and financial behaviors.
• Assist in segmentation strategy informed by data analytics, life-stage mapping, and behavioral insights.
• Help align product, service, and channel offerings to specific customer life events (e.g., career milestones, family planning, asset accumulation).

Customer Insights & Data-Driven Marketing Project Management:

• Assist in championing a customer insights-led approach, using qualitative and quantitative research and behavioral analytics.
• Support the development and execution of data-driven programs that personalize engagement, cross-sell, and upgrade journeys.
• Collaborate with the Data Chapter, Digital Banking, and Product teams to track conversion, engagement, and retention metrics.

Brand, Positioning & Communication Initiatives:

• Contribute to defining and articulating the brand identity for the Emerging Affluent segment.
• Support the crafting of compelling propositions and campaigns that connect with evolving customer mindsets and aspirations.

Acquisition, Portfolio Management & AUM Growth Project Support:

• Assist in implementing targeted acquisition strategies across digital, ecosystem, and omni channels.
• Contribute to building a high-quality portfolio focused on AUM growth, wealth product holding, and revenue per customer.
• Support initiatives to drive active rate improvement through smart targeting and ongoing engagement.

Engagement, Cross-Buy & Lifecycle Management Support:

• Assist in developing comprehensive engagement programs using digital nudges, behavioral triggers, and life-stage events.
• Support efforts to increase cross-buy ratio across banking, FX, remittance, investment, and insurance products.
• Contribute to designing upgrade journeys from Mass to Emerging Affluent, and into full Affluent status, supported by analytics and sales enablement.

Digital-Led Engagement & Pipeline Development Coordination:

• Support the implementation of a digital-first engagement strategy, leveraging mobile, AI-driven personalization, and omni-channels.
• Assist in positioning the segment as a strategic pipeline into the affluent segment, with defined pathways and transition triggers.
• Contribute to implementing a scalable and cost-effective O2O service model that blends digital convenience with human advisory where needed to drive affluent upgrade opportunity.

Requirements:

• 5+ years in Consumer Banking, Wealth Management, Digital Banking, or Customer Segment Management, with a focus on project execution.
• Bachelors degree in Business, Finance, or a related field.
• Strong understanding of customer insights, data analytics, and digital engagement strategies.
• Proven ability to collaborate effectively with cross-functional teams and support large-scale business initiatives or projects.
• Solid analytical and problem-solving skills, with the ability to translate data insights into actionable recommendations.
• Excellent communication and interpersonal skills, with the ability to engage and influence stakeholders.
• Ability to work independently and drive initiatives in a dynamic, fast-paced environment.
• Fluent in Mandarin. Proficiency in English is preferred.