AVP - Head of Customer Intelligence & Insights Activation

About This Role

The Customer Intelligence & Insights is accountable for establishing and leading the enterprise-wide customer intelligence capability for DIB. This role owns the definition, integration, and interpretation of customer intelligence across all customer touchpoints — digital, branch, contact centre, complaints, social, surveys, and external signals — transforming fragmented data into a single, actionable view of customer reality. The role goes beyond analytics execution to define how the bank understands customers, translating behavioural, attitudinal, and experiential signals into clear customer outcomes (e.g. acquisition quality, activation, attrition, retention, cross-sell, loyalty) and driving insight-led actions across Business, Digital, Operations, Service, and Transformation functions. This is a strategic yet highly action-oriented leadership role, requiring strong judgement, enterprise influence, and the ability to connect insight to decision-making at scale.

Key Responsibilities:

Enterprise Customer Intelligence Ownership

• Own and define the enterprise Customer Intelligence Framework, setting how customer data is aggregated, synthesised, interpreted, and activated across the bank.

• Integrate multiple sources of customer insight, including:

o Voice of Customer (VOC), complaints, and contact centre interactions

o Digital behaviour and transactional signals

o Surveys, research, social listening, and external benchmarks

• Establish a single, coherent view of customer reality, moving the organization away from siloed, channel-specific analytics.

• Oversee model development and rules for Next Best Action and Personalized Actions (propensity, eligibility, affordability, suitability) with Data Science and Risk.

• Oversee predictive churn modeling and segmentation (save‑ability, value at risk, reason codes), with governance for drift monitoring and bias checks.

• Supervise CLV modeling and calibration, including back‑testing, stability monitoring, and bias/fairness checks; chair model change control with Model Risk/Governance

• Lead pricing and value‑proposition design for bundles, including benefit tiers, fee waivers, rewards, and thresholds; run A/B and multivariate tests to optimize take‑up and profitability

• Establish experimentation at scale A/B test creatives, timing, channels, and incentives; optimize for incremental lift and CLV impact, not just click‑through.

2. Strategic Insight to Business Action

• Translate customer intelligence into clear implications for customer outcomes, including:

o Acquisition quality and onboarding effectiveness

o Activation and usage behaviour

o Attrition risk and early-warning indicators

o Retention, engagement, and cross-sell opportunities

• Drive insight-led prioritisation for:

o Segment and proposition strategy

o Customer lifecycle design and activation

o Journey redesign and service model improvements

• Ensure insights are decision-ready, outcome-oriented, and tied to enterprise priorities.

3. Enterprise Influence & Governance

• Act as a trusted advisor to senior stakeholders across Business, Digital, Operations, Service, and Transformation.

• Present customer intelligence and implications to senior management and governance forums, influencing prioritisation and investment decisions.

• Embed customer intelligence into enterprise decision-making, rather than post-hoc reporting.

4. Intelligence Frameworks & Advanced Analytics

• Define standards for customer analytics and insight development, including:

o Predictive and diagnostic modelling

o Segmentation, personas, and value-driver analysis

o Root-cause and systemic issue analysis

• Guide the application of AI and advanced analytics to uncover patterns and risks while ensuring interpretability and business relevance.

• Provide oversight in the architecture, development, and ongoing maintenance of CoCE‑specific data schemas and data marts, ensuring alignment with enterprise analytics and governance standards.

• Partner closely with Data Engineering and SPBA teams to ensure data quality, availability, and responsible use.

5. Data Quality, Governance & Compliance

• Serve as the data steward for the CoCE team and work closely with the data governance team to ensure adherence to governance standards and compliance requirements.

• Oversee the implementation of data‑quality controls, including validation checks, ongoing monitoring, and exception‑handling processes to ensure reliable and trusted data.

• Ensure full compliance with DIB’s data‑security, privacy, and regulatory obligations, providing oversight and direction to uphold enterprise‑wide risk and control requirements.

• Provide oversight for the continuous curation and maintenance of the CoCE report inventory, ensuring accuracy, completeness, and relevance for business and governance needs.

6. Leadership & Capability Building

• Lead, mentor, and develop the Customer Intelligence team, raising analytical maturity and business acumen.

• Build enterprise data literacy and insight adoption, ensuring stakeholders understand and act on insights.

• Oversee the continuous enhancement of dashboards, insight packs, and executive-level intelligence outputs.

7. Risk, Ethics & Governance

• Ensure all analytics and insight activities comply with data privacy, regulatory, and ethical standards.

• Establish governance around insight interpretation and usage to avoid misrepresentation or unintended customer harm.

Education & Work Experience:

• Degree in Data Analytics, Business Intelligence, or related field; MBA preferred.

• 10-12+ years of experience in customer analytics, customer insights, strategy, or customer-led

transformation

• Demonstrated experience operating at enterprise or group level, not function-specific analytics

• Demonstrated Experience with report and dashboard development tools such as PowerBI, SAP

Business Objects, Tableau, etc

• Proven ability to translate customer insight into business and customer outcomes

• Banking or financial services experience strongly preferred