Vice President –Segments

Job Title: Vice President Segments (Head)

Group/ Division: Consumer Banking Group

Employment type: Contract (On-site)

Contract length: 6 - 12 months

Report to: Senior Vice President Retail Marketing / General Manager Retail Banking

Location: Kuwait City Kuwait

PURPOSE OF THE PROJECT

The VP Segments is responsible for defining owning and activating the banks customer segmentation framework and translating deep customer insight into differentiated commercially impactful value propositions.

This role sits at the intersection of marketing strategy data & analytics product and CX and plays a critical role in driving growth retention and customer lifetime value across priority segments.

The role will lead the development of needs-based segmentation oversee proposition design and lifecycle management and ensure propositions are consistently embedded across products channels and journeys

Core Responsibilities and Accountabilities:

Customer Segmentation Strategy:

• Design and own the banks enterprise-wide customer segmentation framework evolving from demographic to behavioral needs based and value-based segmentation.
• Ensure segmentation is actionable and embedded across marketing sales service and digital journeys.
• Partner with Data & Analytics to leverage advanced analytics propensity models and CLV insights.
• Act as the internal authority on priority segments (e.g. Mass Affluent Youth Expat etc.)

Proposition Development & Management:

• Lead the end-to-end development of customer propositions from insight to design launch optimization and retirement.
• Build differentiated value propositions that combine products pricing benefits experiences and partnerships.
• Ensure propositions are clearly articulated commercially sound and aligned with brand promise.
• Own proposition performance metrics (penetration revenue uplift retention NPS).

Commercial & Performance Ownership:

• Translate customer insight into clear growth levers and monetization opportunities.
• Work closely with Products Marketing Finance Distribution and other internal stakeholders to embed propositions into P&L plans.
• Define success metrics and dashboards; continuously optimize propositions based on performance and feedback.

Cross Functional Leadership:

• Act as a connector role across Product Marketing Digital Insight Analytics CX and Frontline Distribution teams.
• Influence senior stakeholders to adopt customer-led decision making.
• Champion test and learn approaches agile ways of working and rapid iteration.

Team Leadership & Capability Building:

• Build and lead a high-performing team covering segmentation customer insight and proposition management.
• Set clear role charters skills development plans and succession pathways.
• Foster a strong external orientation by monitoring global best practices and competitive trends.

Knowledge and Experience:

• 1215 years experience in marketing customer strategy segmentation or proposition roles ideally within banking or financial services
• Proven experience designing owning and operationalizing customer segmentation frameworks (behavioural needsbased valuebased)
• Demonstrated success in endtoend proposition development including design launch optimization and performance management
• Strong understanding of retail banking products customer economics and P&L impact
• Experience working across multiple business units and influence at ExCo / senior leadership level.
• Executive-Level Strategic Planning
• Advanced Financial & Portfolio Management
• Board-Level Presentation Skills
• Stakeholder & Cross-Functional Leadership
• Budget & Resource Governance