Data Scientist, GCMB - Customer Portfolio Management MY
Summary
Data Scientist at CIMB (Malaysia) focused on growing the business-banking customer portfolio: segmenting customers, spotting growth segments, and building acquisition/cross-sell campaigns for cash management, deposit, FX and lending products, plus post-campaign analysis and MIS reporting to guide decisions.
• Responsible for driving portfolio growth and revenue generation through portfolio segmentation and initiatives for cash management, deposit, FX and lending products.
• Understand the current engine of growth and identify next growth segments within the portfolio through regular refresh of portfolio snapshot covering PPC, business vintage, facilities limit, ENR, revenue generation, industry type, persona, MOCA penetration, and digital active.
• Critically evaluate information gathered from multiple sources, analyze and identify opportunities and threats to business.
• Develop core and tactical campaigns to support NTB acquisition and ETB deepening based on portfolio and market insights.
• Tapping into data analytics, data scrapping from alternate data sources to broaden acquisition funnel such as loan submission system, off us CASA, trade system – suppliers and buyers, remittance base, business portals, merchant & etc.
• Conduct campaign briefing to Sales/Branches which entail leads selection criteria, salient information, applicable promotion, fulfillment, process and agreed follow up period before leads are assigned.
• Develop marketing aids (eDM/microsite/SMS templates/app push notifications) are developed to clearly communicate campaign proposition.
• To conduct and review post campaign analysis and identify area for improvement on the next campaign.
• Implement overall strategy for both borrowing and non-borrowing segments covering acquisition, deepening (cross sell), engagement and retention.
• Work with internal key stakeholders, i.e. Product Management, Risk Management, Marketing, Finance and Sales to ensure all parties are aligned to the initiatives/program deliverables.
• Enrich leads based on Persona framework – persona type, recommended bundle and existing product holding gap where wallet data is available such as in credit bureau, business registrar to quantify the potential.
• Prepare various periodic and ad-hoc MIS to drive analytics in ensuring accurate decision making.