Proposition Manager, Customer Growth & Engagement

Job Description

Join Maybank Singapore's Deepen & Grow Customer Base squad and help shape how we activate customers, strengthen retention and grow long-term customer value.

A key focus of this role is to solve the customer retention challenge by creating stronger, more engaged relationships and helping customers benefit from a broader range of relevant Maybank products and solutions.

Operating as an agile squad, we use customer insights, behavioural data and experimentation to develop and test engagement propositions. You will work across Maybank Singapore, Etiqa and MSSG to create integrated solutions that increase active product usage, deepen relationships and improve customer retention.

Job Responsibilities

• Identify the key causes and early warning signals of customer inactivity, dormancy and attrition, and develop targeted interventions to retain customers and reactivate relationships at risk.
• Design data-driven activation, engagement, cross-sell, deepening and retention initiatives.
• Develop propositions across businesses and entities for different customer life stages, needs and behaviours.
• Design lifecycle initiatives across onboarding, early-life engagement, usage, cross-sell, deepening, retention, reactivation and win-back.
• Help customers build broader, more meaningful relationships by actively using and holding multiple relevant Maybank products.
• Apply behavioural insights, segmentation, propensity analytics and test-and-learn methods to improve engagement relevance and timing.
• Develop campaign mechanics, customer journeys and implementation plans.
• Conduct pilots and A/B tests across offers, messages, channels and journeys, using control groups where appropriate to assess incremental impact.
• Monitor customer engagement, active product holdings, activity and attrition trends, and recommend improvements.
• Coordinate product, digital, marketing, analytics, operations, technology and compliance stakeholders.
• Drive collaboration across Maybank entities to deliver integrated banking, insurance and investment solutions.
• Own assigned initiatives from ideation through implementation and post-launch review.
  
  

Job Skills

• Collaboration
• Teamwork
  
  

Job Requirements

• Bachelor's degree in Business, Banking, Finance, Data Analytics, Engineering, Information Technology or a related discipline.
• 5 to 8 years of experience in customer engagement, retention, CRM, lifecycle marketing, customer value management, digital product management, customer experience, marketing technology or a related field.
• Experience developing lifecycle programmes across activation, engagement, cross-sell, retention, reactivation or win-back.
• Experience in customer segmentation, proposition design and customer journey development.
• Strong analytical ability and a data-driven approach to engagement and decision-making.
• Familiarity with behavioural analytics, experimentation, A/B testing, control-group design and performance measurement.
• Good understanding of market research and competitive analysis.
• Strong stakeholder and project management skills, with the ability to collaborate across businesses and entities.
• Independent, self-driven and comfortable working across ambiguity and multiple priorities.