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JOB RESPONSIBILITIES
- Develop and implement a comprehensive Youth & Gen Z banking strategy aligned with the bank’s CVM roadmap.
- Identify and size opportunities across students, early professionals, and digital natives.
- Establish segment KPIs (acquisition, retention, balances, revenue, digital engagement).
- Partner with Marketing, Digital, and Product teams to design segment-specific journeys and value propositions.
- Launch targeted acquisition programs through universities, tech platforms, and social/digital channels.
- Collaborate with branches and digital teams to improve conversion of new-to-bank youth customers.
- Design student banking bundles (accounts, cards, digital wallets, micro-savings, micro-loans).
- Track and optimize customer onboarding journeys to reduce drop-off and improve activation rates.
- Build lifecycle management programs to engage youth from onboarding through graduation to early career.
- Deploy data-driven retention campaigns using CVM tools, nudging inactive or dormancy-risk customers.
- Lead engagement initiatives such as financial literacy campaigns, gamified savings programs, and community partnerships.
- Drive growth in deposit portfolio through savings and digital savings goals products.
- Increase youth lending portfolio (education loans, digital micro-credit, starter credit cards, personal loans).
- Track portfolio performance, delinquency, and yield, ensuring sustainable profitability.
- Identify and execute cross-sell and upsell opportunities using customer analytics (e.g., savings → card → loan → investment).
- Partner with Product, Digital, and Data Analytics teams to design personalized offers and bundles.
- Introduce relevant lifestyle partnerships (e.g., e-commerce, transport, streaming) for increased stickiness.
- Use customer segmentation and predictive analytics to drive actions across acquisition and retention.
- Monitor segment KPIs such as acquisition cost, retention rate, CLV, deposit growth, product penetration, and NPS.
- Translate insights into actionable CVM campaigns with measurable ROI.
- Work cross-functionally with Digital, Product, Marketing, Branch Banking, and Operations teams.
- Liaise with universities, fintechs, and ecosystem partners for youth engagement.
- Provide regular updates and recommendations to senior management on segment performance.
JOB REQUIREMENTS
- 3-5 years of total work experience in designing and optimizing lifecycle journeys for user retention.
- Experience working with youth, student, or Gen Z customer segments a strong advantage.
- Understanding of Engagement tools.
- Strong understanding of digital banking, fintech partnerships, and omnichannel customer engagement.
- Proficiency in Analytics Skill.
- Intermediate Microsoft office tools foundations (Excel/Power point).
- Analytical mindset with a focus on data-driven decision-making.
- Proactive and self-driven, able to manage multiple campaigns simultaneously.
- Strong communication and collaboration skills.
- Professional appearance suitable for corporate environment.
- Good health to handle workload, stress, and long hours if required.
