Segment and Proposition Manager

Absa Bank Kenya PLC is a financial institution founded in 1916 and headquartered in Nairobi, Kenya. It offers a comprehensive range of banking and financial services.

The Segment and Proposition Manager will be responsible for driving key customer segment strategies within Retail and Business Banking (RBB). This includes designing new propositions and enhancing existing ones to align with the bank's strategic objectives. The role focuses on identifying the optimal customer mix to achieve the banking strategic plan, managing profit and loss key performance indicators at the customer level, and overseeing critical Key Value Drivers related to segment performance and profitability. The manager will also work to maximize customer penetration for acquisition, retention, cross-selling, and revenue generation, while ensuring a world-class customer experience and monitoring Net Promoter Score (NPS) for segments. This position requires timely proposition design and development for banking, incorporating tailored products, services, marketing, and distribution elements to match segment needs. The manager will conduct customer behavioral analyses to understand response and purchase patterns, develop customer journey maps, lifecycles, and personas, and perform market and customer research to deliver world-class propositions. Additionally, the role involves maintaining up-to-date market data, monitoring active customer databases and churn, and employing decision analytics in proposition design and contact programs, all while ensuring compliance with Absa Group policies.

1. Conduct in-depth customer analysis to understand behavioral patterns and insights for proposition development.
2. Perform customer and market research before proposition development to ensure an outside-in design approach.
3. Ensure all proposition enhancements adhere to compliance and regulatory guidelines.
4. Implement process enhancements as part of proposition design and development.
5. Support execution teams in embedding new and enhanced propositions for affluent segments.
6. Utilize analytics to deepen understanding of segments and inform proposition design.
7. Develop the ideal customer profile and mix for target segments.
8. Track customer-level profit and loss, including income, customer growth, balance sheet, and NPS, against agreed financial targets.
9. Monitor defined Key Value Drivers at the segment level, including acquisition cost management, with monthly reviews.
10. Track business cases to ensure the realization of signed-off benefits.
11. Maintain up-to-date market and competitor information for affluent segments.
12. Drive the development of customer journeys, lifecycles, and personas for affluent segments.
13. Ensure full compliance with regulatory requirements for customer outcomes, fair treatment, and adherence to policies and control standards, including the pricing framework.
14. Review new development areas and identify potential promotions, products, or pricing initiatives for assessment and implementation to boost key segment revenues.
15. Lead in articulating and framing propositions to meet industry regulations and ensure appropriate substantiation.
16. Liaise with stakeholders on segment positioning, functionality, performance targets, and planned activities.
17. Monitor segment performance against key measures monthly, reporting results with recommendations for improvement.
18. Obtain New Product Approvals for new segments or significant enhancements, embedding Treating Customers Fairly (TCF) principles.
19. Participate in and lead consumer research groups to co-create and build segment solutions.
20. Proactively collaborate with diverse stakeholders to enhance the execution of affluent segment deliverables.
21. Liaise with and ensure timely delivery from Change, Operations & Technology teams for process, infrastructure, and IT capability development supporting proposition initiatives.
22. Facilitate the design and delivery of staff training and toolkits on customer value propositions.
23. Engage with senior stakeholders across the organization to manage the segment roadmap.
24. Drive the customer segments narrative through effective communication with key stakeholders.
25. Implement and adhere to governance, compliance, risk, and control measures in line with Group Standards.
26. Review and implement any new regulatory or Group requirements impacting affluent segments.

1. Bachelor’s Degree in Business, Commerce, or Management Studies.
2. Minimum of 2 years of experience, preferably in management within a multicultural environment.
3. Strong understanding of Absa Bank's customer segmentation.
4. Good grasp of products, policies, plans, and objectives to proactively adapt to system and procedure changes.
5. Ability to analyze and interpret financial and data models.
6. Extensive knowledge of the industry landscape, market players, and product offerings.
7. Understanding of the impact of short, medium, and long-term business plans on other functions for effective and holistic implementation.
8. Knowledge of local statutes and central bank guidelines, as well as Absa Group office policies and procedures relevant to the role.
9. Good knowledge of IT and telephony systems.
10. A solid understanding of other banking areas, including liability and asset businesses.