Experience

DBS Bank

• Singapore
• Banking
• 700 & Above Employee

• Assistant Vice President, Customer Segment Management, Consumer Banking Group

  • 2018 - Present

  Develop and Implement Customer Segment and Marketing Strategies to Drive Business Outcomes for Treasures Private Client (TPC), NT$30M+ AUM HNWI Segment Launched in July 2018 • Work out yearly marketing plans and targets to drive client acquisition efforts from idea to execution through building strong and effective partnerships within and outside the Bank. • Promote brand awareness by developing and coordinating customer engagement activities via on and offline channels to deliver effective integrated communications. • Establish right segmentation scheme that migrates and activates underserved TPC-quality clients from Treasures, lower tier wealth management segment for NT$2M+ AUM customers. • Increase total TPC AUM and client qualification ratio through managing fund-out and low-contribution accounts with top-up strategies and tactical boosters. • Create customer loyalty program to strengthen client stickiness and drive higher profitability through organizing customer-centric campaigns, gifting, and events. • Co-lead service model review squad that successfully refines value propositions, customer journey, and service processes with an impact of enhanced client satisfaction. Set up Pre-Retirees Vertical to Strengthen Customer Engagement and Financial Performance for Non-core Potential Retail Client Base via Retirement Planning • Lead squad team to develop data-driven value propositions, tailored product offerings, and customer-oriented marketing strategies and call to actions, in line with assessed business KPIs. • Carry out competitive analysis within financial sector and identify market opportunities by generating customer insights on demographics, behaviors, needs, and jobs-to-be-done. • Partner with Customer Experience team on customer immersion studies to further uncover client motivations and preferences by enriching quantitative insights with qualitative customer feedback. Show less



CTBC Bank

• Taiwan
• Banking
• 700 & Above Employee

• Manager, Strategic Planning, Retail Banking (RB)

  • 2016 - 2017

  Promoted Cross and Inter-Business Group Synergy and Collaboration by Establishing and Effectively Linking Initiatives with/of Partner Units and Stakeholders• Rolled out client referral mechanism that identified key men of Institutional Banking (IB)-owned corporate accounts with NT$30M+ onshore AUM and domestic wealth management needs for referral to RB.• Set up regular and structured communication platforms with IB to address issues of on-going initiatives and explore new cooperation opportunities.• Organized Mind Mapping and Design Thinking training courses for key managerial personnel to adopt an innovative, customer-focused approach to user experience design for digital transformation.• Analyzed quarterly earnings result conferences of key financial holding companies as crucial references for senior management in strategic decision-making.• Coordinated weekly division head meetings for cross-team alignment on major initiatives, incl. new UHNWI segment, robo-advisory, omni-channel banking, and annual business planning and budgeting. Show less

• Manager, Business Planning, International Private Banking (PB)

  • 2011 - 2016

  Facilitated New Business Development by Enhancing Business Momentum and Efficiency through Strengthened Internal and External Coordination and Engagements• Expedited client acquisition by launching an incentivized referral program that motivated IB to refer individual clients with NT$60M+ offshore AUM and overseas investment needs to PB.• Planned and executed a full-year marketing schedule and goals, incl. holiday gifting, concert ticket giveaways and pre-show receptions, and market outlook seminars island-wide.• Carried out a consulting project to identify and improve issues of market positioning and value propositions, business model and directions, human resource management, and cross-border compliance.• Supported strategy formulation by participating in annual business planning and review, and providing market impact and competitive landscape assessment in light of industry and regulatory changes.• Monitored sales performance and progress of critical projects towards strategic blueprints, and prepared briefing notes and result reports to be presented and shared at Board meetings, audits, and external visits.• Compiled working manuals on service protocols and procedures that guided Client Service Officers in their efforts to meet account administration and transaction requests of clients. Show less