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Role : Segment Cross Sell & Activation Manager
Location : Abu Dhabi
Role Purpose:
Drive customer value maximization by increasing product penetration, cross-sell ratios, and customer activation across assigned segments through data-driven strategies, targeted campaigns, and seamless customer journeys.
Key Accountabilities of the role
1. Cross-Sell Strategy & Execution
Develop and implement segment-specific cross-sell strategies aligned with business targets
Identify product bundling opportunities across liabilities, assets, cards, and wealth products
Optimize cross-sell funnels to increase product holding per customer
2. Customer Activation & Engagement
Design and execute activation programs for new and existing customers
Drive onboarding journeys to improve early-life engagement and digital usage
Reduce dormancy and increase product utilization across segments
3. Campaign Management
Plan and deliver targeted campaigns leveraging customer data and behavioral insights
Partner with Marketing, Digital, and Analytics teams to execute multi-channel campaigns
Track campaign performance and continuously optimize conversion rates
4. Data & Analytics
Leverage CRM and analytics tools to identify cross-sell opportunities and customer needs
Monitor KPIs such as activation rates, product penetration, campaign ROI, and customer engagement
Develop actionable insights to enhance customer lifecycle value
5. Stakeholder Management
Collaborate with Product, Digital, Coverage (RMs), and Customer Experience teams
Align cross-sell initiatives with segment strategies and business priorities
Support frontline teams with tools, propositions, and training to drive execution
6. Customer Journey & Experience Enhancement
Identify gaps in customer journeys impacting activation and cross-sell
Drive enhancements to digital and assisted channels to improve conversion and satisfaction
Ensure a seamless, customer-centric experience across all touchpoints
Specialist Skills / Technical Knowledge Required for this role:
- Bachelor’s degree in business, Finance, Marketing, or related field
- 6–10 years of experience in banking, customer segmentation, CRM, or marketing
- Strong understanding of retail/priority/private banking products
- Proven track record in campaign management and customer lifecycle optimization