First Vice President, Customer Growth Strategy

Company: 1011 United Overseas Bank Ltd

About UOB

United Overseas Bank Limited (UOB) is a leading bank in ASEAN with a global network in Southeast Asia, Asia Pacific, Europe and North America. Operating through our head office in Singapore and banking subsidiaries in China, Indonesia, Malaysia, Thailand and Vietnam, we have a global network of about 430 branches and offices in 19 markets. At the heart of UOB is our culture, shaped by the UOB Way and anchored on our four values – Honourable, Enterprising, United and Committed. For more than 90 years, these values have guided how we do right by our customers, collaborate with one another and create long-term value for the communities we operate in. As One Bank, we are committed to helping our colleagues build sustainable careers grounded in purpose, supported by strong values, and enriched with meaningful opportunities to grow.

Job Description

Drive Customer Growth Strategy for Privilege Banking, with responsibility for developing and executing strategies to acquire and grow the Bank’s affluent customer base across Upgrades, Referrals and Partnerships. The role is responsible for identifying and scaling new sources of customer acquisition, strengthening acquisition capabilities and operating models, and driving conversion and Assets Under Management (AUM) growth. Working across business functions, ASEAN markets and external partners, the role will develop sustainable growth engines that strengthen the Privilege Banking franchise and deliver measurable commercial outcomes.

Customer Growth Strategy

• ​Develop and execute the overall Customer Growth Strategy for Privilege Banking across Upgrades, Referrals and Partnerships.

• Identify and evaluate new sources of affluent customer acquisition across the Bank’s customer base, internal and regional ecosystems, and external partnerships.

• Translate customer, business and market insights into actionable growth initiatives and acquisition strategies.

• Develop strategic recommendations to strengthen acquisition effectiveness, conversion and commercial performance.

• Drive the development and execution of priority growth initiatives in partnership with relevant business and functional stakeholders.

Upgrades & Internal Acquisition

• Lead the end-to-end ASEAN Offshore Referral programme as a key strategic growth priority for Privilege Banking.

• Develop strategies to identify and convert eligible customers within the Bank into Privilege Banking.

• Drive acquisition opportunities arising from internal business functions and customer touchpoints, including Mortgage, Cards, Channels and other relevant businesses.

• Lead initiatives to simplify and improve the customer upgrade journey, including straight through and digitally enabled capabilities.

• Partner relevant stakeholders to improve lead identification, referral, conversion and onboarding processes.

• Monitor upgrade performance and identify opportunities to improve conversion and AUM outcomes.

Strategic Referrals

• Develop and manage the Bank’s referral strategy across offshore, customer and internal referral channels

• Lead the end-to-end ASEAN Offshore Referral programme as a key strategic growth priority for Privilege Banking

• Partner ASEAN markets to increase referral generation, funded-account conversion and AUM growth.

• Own and enhance the Client Referral Programme to increase customer advocacy, participation and referral quality.

• Establish scalable referral operating models and governance frameworks to support sustainable growth.

• Drive continuous enhancements to improve referral quality, turnaround time, conversion and client experience

Strategic Partnerships & New Acquisition Channels

• Develop strategic partnerships and ecosystems that create new sources of qualified affluent customer leads

• Identify, assess and develop partnership opportunities aligned with Privilege Banking’s target customer segments and growth priorities.

• Develop acquisition propositions and engagement approaches in partnership with relevant internal and external stakeholders.

• Leverage targeted events and customer engagement activities as acquisition channels to generate and convert prospective customers.

• Evaluate partnership effectiveness and continuously optimise the portfolio based on customer and commercial outcomes.

Growth Capabilities & Operating Model

• Represent Customer Growth Strategy in relevant strategic initiatives, management discussions and governance forums.

• Develop scalable acquisition capabilities and operating models across Upgrades, Referrals and Partnerships.

• Drive process simplification, automation and digital enablement to improve acquisition efficiency and customer experience.

• Establish appropriate governance, processes and service standards across customer growth initiatives.

• Partner Operations, Technology, Data, Distribution and other stakeholders to implement new acquisition capabilities.

• Identify structural barriers to growth and lead cross-functional initiatives to address them. 6. Business Performance & Insights

• Define and monitor key acquisition metrics across pipeline, leads, conversion, funded accounts, AUM and revenue.

• Analyse performance across acquisition channels to identify growth opportunities and areas requiring intervention.

• Assess the effectiveness and commercial contribution of customer growth initiatives.

• Develop management insights and recommendations to support strategic decision-making and prioritisation.

• Drive continuous optimisation of acquisition strategies based on business performance, customer insights and market developments.

Stakeholder & Partnership Management

• Build strong partnerships with ASEAN markets to advance cross-border customer growth opportunities.

• Develop and manage relationships with external partners to create sustainable acquisition channels.

• Influence cross-functional stakeholders to align priorities and deliver end-to-end customer growth initiatives.

Qualifications and Exerience

• Degree in Business, Finance or related discipline. Qualifications & Experience

• 7–10 years’ experience in acquisition strategy, segment management, business development or affluent banking.

• Strong understanding of affluent customer acquisition, distribution and customer lifecycle management.

• Strong commercial acumen with the ability to translate customer and business insights into actionable growth strategies.

• Experience developing and executing strategic growth initiatives involving multiple business and functional stakeholders.

• Strong commercial acumen with the ability to translate customer and business insights into actionable growth strategies.

Additional Requirements

Be a Part of the UOB Family

UOB is an equal opportunity employer. UOB does not discriminate on the basis of a candidate's age, race, gender, color, religion, sexual orientation, physical or mental disability, or other non-merit factors. All employment decisions at UOB are based on business needs, job requirements and qualifications. If you require any assistance or accommodations to be made for the recruitment process, please inform us when you submit your online application.

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