Customer Growth & Engagement Lead (Deepen & Grow Customer Base)

Job Description

Lead Maybank Singapore's Deepen & Grow Customer Base squad and shape how we strengthen customer retention, deepen relationships and grow long-term customer value.

This senior role is accountable for solving the retention and engagement challenge across the Retail Mass customer base. You will set the squad strategy, identify the drivers and early signals of attrition, and lead propositions and interventions that increase customer engagement, active product usage and the average number of relevant products held with Maybank group.

Working actively across Maybank Singapore, Etiqa and MSSG, you will influence senior stakeholders and bring together product, digital, marketing, analytics, technology, operations and compliance teams to deliver integrated banking, insurance and investment solutions. The role leads an agile, test-and-learn squad that takes ideas from insight and proposition design through pilot, measurement, scaling and transition into business-as-usual operations.

Job Responsibilities

• Set and execute the DGCB retention, customer engagement and relationship-growth strategy, translating priorities into a clear roadmap, backlog and measurable outcomes.
• Identify the root causes and early warning signals of inactivity, dormancy and attrition, and lead targeted retention, reactivation and win-back interventions.
• Build propositions and lifecycle journeys across onboarding activation, early-life engagement, usage, cross-sell, deepening, service recovery and retention.
• Increase relationship depth by helping customers actively use and hold multiple relevant Maybank products across banking, insurance and investments.
• Use customer, cohort and behavioral insights to shape segmentation, next-best-action, propensity-led engagement and personalized treatments.
• Lead test-and-learn delivery, including pilots, A/B tests and control groups, and make evidence-based decisions on what to improve, scale or stop.
• Engage and influence senior stakeholders across entities and business units to align priorities, resolve dependencies and deliver market-ready solutions.
• Lead the cross-functional squad, establish clear accountabilities and success measures, and ensure end-to-end delivery and benefit realization.
• Balance customer outcomes, commercial value, contact governance and regulatory requirements across every initiative.
• Monitor performance, identify the drivers of underperformance and take corrective action to improve retention, engagement and relationship value.
  
  

Job Skills

• Teamwork
• Collaboration
• Active-Listening
• Adaptable
• Analytical
  
  

Job Requirements

• Bachelor's degree in business, Banking, Finance, Data Analytics, Engineering, Information Technology or a related discipline.
• At least 10 to 12 years of experience in customer lifecycle management, CRM, retail banking, portfolio management, customer analytics, loyalty, digital product management, customer experience or a related field.
• Demonstrated success in improving customer retention, engagement, cross-sell, product usage or portfolio value, supported by measurable outcomes.
• Experience leading cross-functional squads, customer journey transformations, proposition development or complex digital capability delivery.
• Strong understanding of behavioral segmentation, retention drivers, lifecycle management, next-best-action, cross-sell and customer lifetime value.
• Strong analytical and commercial judgement, with experience using experimentation and incremental measurement to guide decisions.
• Proven ability to influence senior stakeholders and build alignment across entities, functions and business units without relying on direct authority.
• Strong knowledge of retail banking products and the ability to connect banking, insurance and investment propositions into meaningful customer relationships.
• Confident operating in ambiguity, challenging established practices and maintaining strong ownership from strategy through execution