Senior Manager – Segment Strategy & Propositions (Affluent & High Net Worth)

About This Role

The Senior Manager – Affluent & High Net Worth Segment Strategy & Propositions is responsible for defining, shaping, and operationalizing the bank’s Affluent and High Net Worth customer segments. This role leads the end-to-end segmentation and proposition strategy for Affluent and HNW customers — defining who the segments are, why they matter, and how the bank wins with them across products, pricing, services, experiences, journeys, and lifecycle. The role plays a critical part in the bank’s shift to customer-centric model, translating external market understanding and internal customer intelligence into coherent, commercially viable, and differentiated segment strategies.

Key Responsibilities:

1.Segment Definition & Strategic Architecture

• Define and continuously refine the Affluent and HNW segment framework, including:

Income and wealth tiers

Life-stage and lifestyle needs

Behavioural and transactional signals

Value, profitability, and growth potential

• Establish clear segment boundaries, guardrails, and inclusion/exclusion logic to ensure

consistency across the bank.

2.End-to-End Proposition Design

Design integrated segment propositions covering:

Products and bundles

Pricing and benefits

Service models and relationship coverage

Channels and experience design

Journey flows and lifecycle triggers

• Ensure propositions are holistic and executable, not just marketing constructs.

3. Opportunity Sizing & Strategic Rationale

• Support the Head of Segment Strategy in defining:

Target segments and priority sub-segments

Market sizing, opportunity assessment, and growth hypotheses

Strategic rationale for investment and focus

• Translate insight into clear segment roadmaps and prioritisation plans.

4. Cross-Functional Alignment & Enablement

• Work closely with Product, Wealth, Digital, Risk, Credit, Operations, and Channels to:

Ensure propositions are commercially viable and operationally feasible

Align risk appetite, pricing logic, and service standards

• Act as the segment voice in cross-functional discussions and trade-offs.

5. Lifecycle & Journey Integration

• Partner with Lifecycle and Journey teams to embed segment logic into:

Acquisition and onboarding

Engagement and deepening

Retention and relationship management

• Ensure segment strategies translate into real customer experiences, not theoretical

frameworks.

6. Performance Tracking & Evolution

• Define success metrics for the Affluent and HNW segments, including:

Growth, profitability, and lifetime value

Engagement and relationship depth

Experience and service outcomes

• Monitor performance and refine segment strategies based on data and market shifts.

Education & Work Experience:

• Bachelor’s degree in Business, Economics, Strategy, or related field
• MBA or equivalent postgraduate qualification preferred
• 8–10+ years of experience in segment strategy, customer strategy, management consulting, or proposition development
• Proven experience working with affluent or high-value customer segments
• Strong exposure to banking, wealth, or financial services environments