Description

Business Function:

As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS has a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards and personal loans, to help our customers realise their dreams and aspirations at every life stage. Our financial solutions are not only the best in the business - they were made just right for you

Job Purpose:

You will be responsible for defining and executing the strategy to effectively cross-sell Consumer Banking Group (CBG) products, leveraging both on-platform features and off-platform campaign designs. Success in this position requires a balance of creative problem-solving, data-driven analysis, and an understanding of customer behaviour to identify and develop growth opportunities.

This position offers a significant opportunity to contribute to the evolution of a key digital platform and support the growth of our Consumer Banking Group. You will be instrumental in developing innovative ways for users to engage with their financial services. If you are a product leader who enjoys strategic challenges, combines creativity with data, and aims to make a substantial business impact, we encourage you to apply.

Responsibilities:

• Strategy & Vision
  1. Cross-Sell Strategy Development: Define and champion the overarching strategy for cross-selling CBG products (e.g., cards, unsecured lending, reward cost saves) to the PayLah! consumer base, aligning with overall CBG business objectives and PayLah! platform vision.
  2. Platform Cultivation: Identify and prioritize opportunities to cultivate the PayLah! user base, understanding their needs, behaviours, and financial lifecycle stages to proactively offer relevant CBG products.
  3. Future-State Vision: Develop a compelling long-term vision for PayLah! as a leading platform for integrated financial services, articulating how cross-sell initiatives contribute to this vision.
• Non-Miles Redemption Opportunities
  1. Actively pursue: Proactively identify, evaluate, and implement opportunities for alternative, non-miles redemption options within the PayLah! platform.
  2. Cost-Saving Initiatives: Drive initiatives aimed at reducing reward costs while maintaining or enhancing customer perceived value and engagement.
• Product Management & Execution
  1. Opportunity Identification: Conduct in-depth market research, competitive analysis, and user segmentation to identify high-potential cross-sell opportunities within the PayLah! ecosystem.
  2. Campaign Design & Delivery: Lead the end-to-end design, development, and execution of innovative on-platform features and off-platform campaigns to drive CBG product adoption. This includes defining user journeys, messaging, value propositions, and promotional mechanics.
  3. Feature Prioritization & Roadmap: Own the product roadmap for cross-sell initiatives, prioritizing features and campaigns based on strategic impact, user value, and technical feasibility.
  4. A/B Testing & Optimization: Design and implement robust A/B tests to continuously optimize campaign performance, user engagement, and conversion rates.
  5. Lifecycle Management: Develop strategies for engaging users at different points in their PayLah! and CBG product lifecycle, from acquisition to retention and loyalty.
• Data & Analytics:
  1. Performance Monitoring: Define key performance indicators (KPIs) and establish robust reporting mechanisms to track the effectiveness of cross-sell initiatives.
  2. Data-Driven Insights: Analyze user data, campaign results, and market trends to generate actionable insights that inform product strategy and campaign optimization.
  3. Experimentation Framework: Develop and champion an experimentation-driven culture, utilizing data to validate hypotheses and drive continuous improvement.
• Stakeholder Management & Collaboration
  1. Cross-Functional Leadership: Partner closely with internal teams including CBG product owners, marketing, data analytics, technology, legal, compliance, and operations to ensure seamless execution.
  2. External Partnerships: Collaborate with external vendors or partners as needed to enhance campaign delivery and platform capabilities.
  3. Communication: Effectively communicate product vision, strategy, and performance updates to senior leadership and key stakeholders.

Requirements:

• Bachelor's degree in either Business, Marketing, Computer Science, Engineering, or a related field. MBA or advanced degree is a plus.
• 10+ years of product management experience, with a proven track record of successfully launching and scaling digital products or platforms.
• Minimum 5+ years in a senior product role, leading strategic initiatives.
• Strong experience in the financial services industry, ideally within retail banking, digital payments, or fintech.
• Demonstrable experience in driving cross-sell or upsell campaigns and initiatives for a consumer-facing digital product.
• Experience with app-based platform growth and user engagement strategies.
• Strategic Thinker: Ability to translate high-level business goals into actionable product strategies and roadmaps.
• Creative Problem Solver: Innate comfort with balancing creative efforts (e.g., compelling campaign design, user experience) with data-driven decision-making.
• Strong analytical skills with the ability to interpret complex data, draw meaningful insights, and make data-informed decisions.
• Understanding of digital product development lifecycles, agile methodologies, and relevant technologies.
• Excellent written and verbal communication skills with the ability to influence and persuade diverse stakeholders.
• Deep empathy for consumer needs and behaviors, with a passion for delivering exceptional user experiences.
• Proven ability to deliver measurable business outcomes in a fast-paced environment.
• Ability to lead and inspire cross-functional teams without direct authority.

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