BRAND EXPERIENCE OFFICER

Serve as the voice of the BPI Mid-Market Segment customer and ensure that all touchpoints – product development / pricing, branding, channels, customer experience – continue to adapt around evolving customer needs.

Support the Mid-Market Segment Head to drive BPI Mid-Market client segment strategy specific to the portfolio assigned – initiating analysis to drive appropriate strategies for defining and implementing the customer value proposition of the brand, its differentiated benefits and offers, and to an extent, the client experience across every touchpoint. Execute on these strategies as the funnel to the customer, integrating efforts across all products, channels and 3rd party partnerships.

Responsibilities

• Review / Liaise with the Affluent Acquisition Head on the research and analysis of relevant information on the assigned sub-segment, factors that affect their behavior as well as the competitive environment. Ensure deep understanding of the developments in the industry, consumer banking trends, customer insights based on sensemaking, bank/market/industry studies/research to identify opportunities and/or threats that will contribute to increasing the Bank's market share in terms of the Preferred Segment's client count, total funds/loans relationship and profitability.
• Ensure ownership and accountability for each subsegment customer count under Affluent Segment's client perspective in terms of needs, aspirations, and experience to proactively and effectively initiate and/or sustain efforts aligned across all relevant functional groups and systems and consistent with the Preferred Segment's mission/vision and strategy.
• Build and improve subsegment buyer's persona to ensure alignment of understanding of the target market across the segment and stakeholders
• Implement and manage strategic and tactical program execution; ensure that proper tracking is in place and all customer touchpoints are updated, to ensure that targets are achieved.
  
  

Qualifications

• Bachelor's Degree in Business Management/ Economics/ Marketing
• Work Experience of at least 2-3 years in retail banking or any industry dealing with known customers. Ideally from industries such as financial products/services, retail, or fast-moving consumer goods, preferably in the areas of traditional/digital marketing, sales, branch banking or business development