工作內容：
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.
1.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).
2.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.
3.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.
4.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.
5.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.
6.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.
• 5+ years in Consumer Banking, Wealth Management, Digital Banking, or Customer Segment Management, with a focus on project execution.• Bachelor’s 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.
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