BRAND & CUSTOMER EXPERIENCE OFFICER

The Segment Brand & Customer Experience Officer is accountable for (and the voice of) the BPI Preferred Segment customer – ensure that all touchpoints – product development / pricing, branding, channels, customer experience – continue to adapt around evolving customer needs.

Support the Brand and Customer Experience Head to drive BPI Preferred client segment strategy specific to the portfolio assigned – initiating analysis to drive appropriate strategies for defining and implementing the customer value proposition of the brand, its differentiated benefit and offers, and the client experience across every touch point. Execute on these strategies as the funnel to the customer, integrating efforts across all products, channels and 3rd party partnerships.

Responsibilities

• Support and liaise with the Segment Marketing and CX Head in initiating research and analysis of relevant information about the Preferred Segment, internal factors that affect their behavior as well as the competitive environment affecting these
• Ensure understanding of the developments in the industry, consumer banking trends, based on observations, bank/market/industry research studies to identify opportunities and/or threats that will contribute to increasing the Bank’s market share in terms of the Preferred Segment's client count, total funds/loans relationship, client satisfaction and net promoter score
• Ensure ownership and accountability for the Preferred Segment's client perspective in terms of needs, aspirations and experience to proactively and effectively initiate and/or sustain efforts in providing a unique and differentiated experience and offer that is aligned with the customer value proposition of the Preferred brand and consistent with the Preferred Segment's mission/vision and strategy.
• Collaborate with SPCs to ensure builds relative to customer need, and competitive context, as well as for execution of strategies mentioned above
• Collaborate with Retail Marketing Services to ensure brand execution (advertising, placements, content) reflects above strategies and targets
• Collaborate with BCMS to ensure that programs are cascaded and executed in the divisions, taking into consideration the peculiarities of the areas/divisions
• Collaborate with product groups on the development and delivery of solutions relevant to the customer needs in the most cost- effective and convenient touch points
• Collaborate with 3rd party providers to help increase brand awareness, consideration and trial
  
  

Qualifications

• Bachelor’s degree graduate in Business Management/ Economics/ Marketing or related courses
• At least 2-3 years in Work Experience in retail banking or any industry dealing with known customers
• Background in data analytics management ideally from industries such as financial products/services, retail, or fast-moving consumer goods, preferably in the areas of data/ business analytics or business development
• Proficient in Business/ Data Analytics, exposure to Market Research, Customer Relationship Management (CRM) and loyalty digital/brand marketing
• Strong communication skills, articulate and flexible
• Exceptional ability to influence decisions and stakeholder management