Job Title

Head, Segments & Value Propositions

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Job Description

Our client, one of the largest first tier Retail Banking institutions, making a move towards digital transformation, with data at the heart of its decision-making process, seeks a manager to drive its customer segments and value propositions function.
This role will be a core part of the Customer Experience and Value Management team, charged with the responsibility of developing and delivering the bank’s customer acquisition, retention and profitability strategy.

Primary job purpose

The primary purpose of this role is to develop the right segmentation strategy as well as design and communicate a value proposition across all segments

Job specifics

Proposition development & management
 Carry out detailed analysis to understand customer behavioural patterns and insights as part of proposition
 Conduct customer and market researches prior to proposition development, for an outside-in approach to
 Ensure up-to-date market and competitor information is maintained for each customer segment
 Steer the development of customer journeys, lifecycles and personas for each customer segment
 Drive the development of customer value propositions for existing and identified new customer segments
 Drive the development of customer campaigns to support the growth of customer segments
 Support the Customer Segments team to ensure timely delivery of new propositions and proposition
enhancements whilst ensuring that all proposition enhancements comply with compliance and regulatory
 Drive the active use of analytics to enrich understanding of focus customer segments and inform proposition
Customer growth & financial tracking
 Enhance customer & key value drivers across market segments
 Define and track segment-specific targets
 Ensure tracking of customer level P&L in line with agreed financial goals (income, balance sheet, customer
 Tracking business cases for realisation of signed-off benefits
 Conduct monthly reviews covering acquisitions, retention, and profitability
 Develop the ideal customer shape/mix for customer segments
Stakeholder management
 Proactively drive collaboration with varied stakeholders (business units/functional/external) to enrich and
enhance execution of deliverables
 Liaise and ensure timely delivery from change management, operations & technology teams for
development of processes, infrastructure, and IT capability to support proposition initiatives
 Own and drive customer segments story via effective communications
Team Management
 Provide leadership to the key country teams via active engagement and coaching to drive results
 Institute an effective performance management process
 Ensure team alignment with Bank’s mission
 Ensure team development and personal growth
 Create a climate that fosters superior performance
Duties and responsibilities
 Drive the customer segments strategy and set strategic objectives per customer segment
 Ensure all customer solutions and offers are proposition-led with wealth as a core component, leveraging
FirstBank’s credentials and capabilities, coupled with a level of service superior to competitors, to create a
sustainable, differentiated, competitive position
 Identify the ideal customer mix/shape to deliver the customer segments strategic plan
 Manage profit & loss financials at customer level, and all critical Key Value Drivers (KVDs) associated with
segment performance including segment profitability
 Drive cross-functional engagement to ensure customer centricity (horizontal alignment)
 Ensure maximized penetration into customer segments to maximize acquisition, retention, cross sell ratios
and revenue per customer
 Keenly track segment specific marketing and campaign plans
 Design and monitor the delivery of a world-class strategy for customer on-boarding, retention and
attrition management
 Take active custody of customer satisfaction scores and requisite action plans
 Timely proposition design/development for all the key customer segments (existing and new), with
tailored products, service, marketing and distribution elements to match the needs of each customer
 Carry out customer behavioural analyses to understand response and purchase patterns, as well as
channel preference.
 Develop customer journey maps, lifecycles/life-stages and personas for each customer segment
 Conduct market research, customer research and market test experiments to ensure the delivery of
world-class customer propositions
 Maintain up-to date market data including market share statistics per segment and competitive
 Monitor an active customer database and devise strategies to remediate this as required
 Monitor customer churn for each segment and implement strategies to remediate this as required
 Employ decision analytics in designing customer propositions and contact programs

Preferred work experience

Minimum of ten (10) years’ work experience with 5 years’ experience in segmentation and value proposition roles across
FMCGs, telecoms, Banking, Insurance, Fintech and other related sectors.
Academic qualifications
-MBA or any advanced degree in Business Management, Marketing, Computer Science, Information Studies, Statistics, Finance,
Engineering or any other numerate course
-BSc in any relevant discipline


 Thorough understanding of customer segmentation and management techniques, as well as the
businesses and products supported and the regulations impacting them
 Good understanding of product development plans and objectives in order to pro-actively embrace
systems/procedure changes within the function
 Ability to analyse and interpret financial and data models
 Extensive knowledge of the industry landscape, players in the market, product knowledge etc., impact of
short, medium and long-term plans of the business and their effects on other functions, in order to
implement the plans in the most effective and holistic manner
 Understanding of local, as well as, statutes that relate to role holders function. The most important of
these will be Central Bank’s guidelines, office policies and procedures
 Candidate is likely to be personally responsible for compliance within function
 Good knowledge of IT and telephony systems
 A good understanding of the other banking areas such as liability and assets businesses
 Very strong stakeholder and interpersonal skills
 Strong people management and leadership skills
 Good performance management skills
 Excellent numerical & analytical skills will be required to obtain, prepare, asses and assimilate very
complex and detailed information
 Project tracking and management
 Results orientation and self-drive

If you feel challenged by this advert, and believe you can deliver on key expectations outlined above, please send your application letter and current curriculum

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