The Role
Lead strategy, launch and day-to-day management of CASA (deposit) products to drive customer acquisition, market share and profitability. Own end-to-end product lifecycle (ideation, UAT, launch), pricing, product marketing, customer journey improvements, regulatory compliance and cross‑functional stakeholder collaboration. Monitor performance, GL reconciliations and ensure adherence to Bank policies and BNM requirements.
Summary Generated by Built In
Develop acquisition strategy, launch, and execution plan for CASA products and segment management to grow customer base. Responsible for overseeing the end-to-end process of product management, segment propositions and acquisition strategies to drive acquisition of CASA accounts, grow market share and remain competitive in the market.
Key Responsibilities *
Strategy and Planning
- Develop and implement product initiatives to drive acquisition of customer base to grow market share.
- Launch new innovative products/ Revamp existing products to drive new acquisition and remain competitive in the market.
- Manage and drive the business focus segment proposition for CASA products such as Conventional/ Islamic CASA products, in local or foreign currency, Co-brand CASA products and Sustainability (ESG) as well as any segment cater to business direction.
- To manage end-to-end process from ideation to completion i.e. assessment and viability, system requirements and UAT testing involvement, supporting distribution channles, post product launch, reporting and analysis
- To formulate CASA pricing strategy and ensure competitiveness.
- Product marketing to build product awareness and capture new customers, execute and tracking performance
- Develop/enhance customer journey to improve customer’s banking experience and complaints management
- Maintain product T&Cs, documentations, processes and operations to ensure compliance to all policies and BNM requirements
- Improve CASA account opening process flows to enhance customer journey and improves customer’s banking experience
- Collaborate with various stakeholders in marketing, legal and compliance, risk and operation as well as customer experiences, to launch deposits products and campaigns to market.
- Responsible on the retail CASA existing product line on the day-to-day management and execution to ensure smooth-running of products.
- Any other responsibilities / task as assigned by management from time to time.
Business Performance and Management
- To increase Retail CASA customer acquisition and accounts opened
- To meet business financials budget and grow market share for Retail CASA
- Oversees the development and implementation of product acquisition initiatives and marketing communications to ensure that they are implemented effectively to its targeted customers and that targets and budgets are achieved, including GL reconciliations and collection accounts are in order.
Regulatory Compliance
- To ensure regulatory and compliance with business policies, making every effort to enhance the image of the bank.
- To ensure completeness of training materials & product development program through continuous system enhancement, monitoring & compliance to Bank’s operation policies.
- To support the crucial updating of the procedure manual conversion on any changes and new development on product and campaigns.
- To keep abreast of key development within the Group and banking industry including changes of regulatory policies or guidelines and risk management issues.
- Liaise closely with cross-functional teams on risk mitigation and sustainability for business, flawless operational processes, policies and sales support.
- To continuously review and update of documentation as and when to cater for business’s need.
- To ensure alignment to organizational risk appetite and internal measures of control and governance covering RCSA, CET, half yearly review of product info and documentations as well as work with DCORO on sharp related matters of raising CIM and LED.
Skills Required
- Experience managing CASA/current and savings account products (conventional and Islamic)
- Proven end-to-end product lifecycle management experience from ideation to launch including system requirements and UAT
- Experience formulating product pricing strategies and ensuring competitiveness
- Experience developing and executing acquisition and product marketing initiatives
- Knowledge of regulatory and compliance requirements (Bank Negara Malaysia) and ability to maintain product T&Cs and documentation
- Ability to collaborate with legal, compliance, risk, operations, marketing and customer experience teams
- Experience improving customer journeys and handling complaints management
- Experience monitoring product financials, GL reconciliations and business performance to meet budgets and targets
- Experience incorporating Sustainability/ESG considerations into product propositions
- Strong reporting, analysis and stakeholder management skills
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The Company
What We Do
CIMB Group is a leading ASEAN universal bank, one of the largest Asian investment banks and one of the world's largest Islamic banks. We are headquartered in Kuala Lumpur, Malaysia and offer consumer banking, commercial banking, wholesale banking, Islamic banking, and asset management products and services. As the fifth largest banking group in ASEAN, we have over 36,000 staff in 16 locations across ASEAN, Asia and beyond. CIMB Bank and CIMB Islamic Bank are members of PIDM.
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