Head of Segments

About the role

The Head of Segments will lead the development and execution of the bank’s enterprise‑wide customer segmentation strategy. Reporting to senior leadership, this role will ensure segmentation insights drive actionable marketing, sales, service and digital initiatives across the organization.

Key responsibilities

• Design, own and continuously evolve a behavioral, needs‑based and value‑based customer segmentation framework.
• Partner with Data & Analytics to integrate advanced analytics, propensity models and customer‑lifetime‑value insights.
• Act as the internal authority on priority segments such as Mass, Affluent, Youth and Expat, ensuring segmentation is embedded in all customer journeys.
• Lead end‑to‑end proposition development—from insight generation to design, launch, optimisation and retirement.
• Define and monitor proposition performance metrics including penetration, revenue uplift, retention and NPS.
• Translate customer insights into growth levers and collaborate with Product, Marketing, Finance and Distribution to embed propositions into P&L plans.
• Influence senior stakeholders, champion test‑and‑learn approaches and drive agile, cross‑functional decision making.
• Build and mentor a high‑performing team covering segmentation, insight and proposition management.

Required profile

• 12‑15+ years of experience in marketing, customer strategy, segmentation or proposition roles, preferably within banking or financial services.
• Proven track record designing and operationalising customer segmentation frameworks and delivering successful propositions.
• Strong understanding of retail banking products, customer economics and P&L impact.
• Experience working across multiple business units and influencing executive‑level leadership.

Required skills