About the role
Product analytics & Strategy : Target Market, Competitive Landscape and proposition- UVP
- Define IBL Strategy and target segments (e.g., Personal Banking - EA, Premier Banking, Private Banking), use cases (liquidity, wealth leverage), and eligibility rules.
- Conduct competitive benchmarking (Pricing, LTV, process/TAT/TTY/TTC, digital capability, Marketing Program, etc).
- Identify market trends, regulatory changes, and portfolio risk signals (i.e. margin calls) ; translate insights into product actions.
- New product design & system (end to end): customer experience and journey, facility types, limits, LTV, repayment options, fees, STP scope etc.
- Build customer personas, end to end journeys, and value propositions by segment/channel (segments, mobile banking, RM, branches, partners i.e insurance).
- Product advisory for RMs/Network/Sales
Product execution : Marketing Plan & acquisition channel
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Create and execute GTM plan: positioning, offers, messaging, content, and customer education.
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Define acquisition funnel across channels:
- Digital (OCBC Mobile, push/in-app banners, SEO/SEM)
- Internal (RMs, branches, contact center)
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Stakeholder Management (i.e Collaboration with GM for wealth event, collaboration with Segment Proposition for Program, collaboration with Network for monitoring & sales execution, Marketing Communication for product campaign)
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Build lead-generation and conversion strategy (propensity models, pre-approved leads, portfolio growth).
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Set sales playbooks, training materials, and KPI and incentive alignment (where applicable).
Become speaker at Customer/Network event
Product Governance & Monitoring : Cost & Pricing; Business Volume & Performance and Risk Governance
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Define pricing framework – FTP : reference rates/spreads, fee, promo pricing etc.
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Manage profitability: NIM, FTP impacts, acquisition cost, operational costs, expected credit loss, capital usage/charge (KRK).
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Monitor KPIs and management reporting : applications, approvals, utilization, disbursements, revenue, NIM, NPL/ECL, LTV distribution, TTY/TTC, STP rate,etc.
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Manage portfolio health: collateral movements, margin calls/alerts (if applicable), early warning indicators.
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Manage product governance: product program documents, approvals, policy alignment.
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Ensure end to end controls: KYC/AML, credit policy adherence, fair dealing, conduct risk, complaints handling from customer etc.
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