Specialist, Segment Strategy

RHB Banking Group

Malaysia, Kuala Lumpur

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Job Description

Primary Objective

Develop customer segmentation strategies in alignment with overall Group Community Banking strategy
Identify bundling and cross-selling opportunities for customers (all segments) and develop plan
Identify segment benefits proposition plan (incl. providing strategic inputs & ensuring alignment in Strategic alliances across Tribes) for all customer segments and handle segment specific strategic alliances
Develop, plan and execute segment based propositions/initiatives and business strategies in alignment with overall Group direction.

Key Responsibilities

Market and Competitive Analysis:

Understand the behaviours/ preferences of different segments, and understand customers from life-cycle perspective by performing market research and competitor benchmark.
Lead research and customer data analytics to shape the Bank's customer acquisition and growth strategies by delivering fact based insights and recommendations for Segment Heads/ Product Owners.

Segmentation, Strategic Planning And Performance Tracking

Understand/evaluate the life-time value of customers within the segments of Mass Market, Mass Affluent & Affluent with an actionable plan.
Be the key driver/co-drive to launching proposition initiatives/projects and implementing business strategies for all segments (Mass Market, Mass Affluent & Affluent) in alignment with Group directives to achieve the targets.
To create/co-create Personas/Profiles within Segments (Mass Market, Mass Affluent, Affluent) with a purpose of relevant targeting on propositions/ products.
Develop, plan and implement business strategies to achieve portfolio growth in terms of customer number/profitability and improved overall customer experiences.
Ensure all initiatives/ projects/ campaigns are tracked to achieve respective objectives
To practice RHB Bank/Group standards for initiatives/ projects to ensure adherence to guidelines.

Collaboration

Liaise and manage key stakeholders such as Retail Distribution, Channels, Finance, Digital, Product Owners and Marketing, etc to facilitate the development and implementation of initiatives and projects.

Presentation And Reporting

Discover findings and insights to provide recommendation that is clear and compelling.
To collate financial information, status of current initiatives/projects, and translate it to updates input to any management presentation materials.

Continuous Improvement

Identify areas for improvement in a strategic approach on existing or new initiatives to better drive efficiency, effectiveness and growth of business for all/ focused segments.

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About Company

RHB Banking Group

Job ID: 147242887

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Last Updated: 12-05-2026 08:49:07 AM

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