Senior Expert, Customer Segmentation & Customer Value Proposition (CVP)

JOB PURPOSE
- Lead the development and execution of customer segmentation and customer value proposition (CVP) strategies for the Inspire customer segment, a strategic affluent-emerging customer group within Techcombank's Retail Banking ecosystem.
- Act as the business owner of the Inspire segment by driving customer growth, portfolio value, customer engagement, and profitability through differentiated customer value propositions, lifecycle management, and go-to-market initiatives.
- The role is responsible for building a deep understanding of affluent emerging customers, identifying segment and sub-segment opportunities, and translating customer insights into commercially viable propositions that enhance customer lifetime value, strengthen customer loyalty, and support sustainable business growth.
- Partner closely with Product, Marketing, Analytics, Distribution, Digital, and Operations teams to deliver a superior customer experience and accelerate the development of Inspire as a strategic customer franchise."
KEY ACCOUNTABILITIES
1. Inspire Segment Strategy & Customer Understanding
- Lead customer segmentation and sub-segmentation strategy for the Inspire customer portfolio.
- Develop a comprehensive understanding of affluent-emerging customers, including:
• Financial needs
• Wealth accumulation behaviors
• Lifestyle aspirations
• Digital engagement preferences
• Banking and non-banking expectations
- Identify priority customer cohorts within the Inspire segment based on value potential, profitability, and future wealth trajectory.
- Monitor competitive offerings targeting affluent and emerging affluent customers across banking, fintech, wealth, and lifestyle ecosystems.
2. Customer Value Proposition (CVP) for Inspire Customers
- Own the end-to-end design and optimization of Inspire customer value propositions.
- Develop segment-specific propositions across:
• Banking products
• Lending solutions
• Wealth and investment offerings
• Lifestyle benefits
• Privilege programs
• Service experience
• Digital experience
- Ensure the Inspire proposition delivers clear differentiation against competitor affluent banking propositions.
- Continuously refine proposition components based on customer feedback, business performance, and market evolution.
3. Inspire Segment Business Growth & P&L Management
- Act as a mini business owner for the Inspire customer segment.
- Support segment business planning and commercial performance management.
- Drive segment growth across:
• Customer acquisition
• Portfolio growth
• Revenue generation
• Profitability improvement
• Customer engagement
• Customer retention
- Monitor segment financial and commercial performance, identifying key growth opportunities and business risks.
- Develop business cases and evaluate ROI for segment initiatives and investments.