About this role
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Manager, Malay Segment GTM (Go To Market)
The Manager, Malay Segment GTM is to provide strategic guidance for the bank’s Malay segment, with the key responsibility of driving accelerated customer acquisition and retention by strengthening brand awareness, trust, and consideration. The candidate should be culturally aware and able to develop GTM strategies targeting the Malay segment using insights from research and customer analytics, backed by a clear understanding of our products and services. The role will report to the Head of Marketing Planning.
Key Responsibilities and Accountabilities
Functional (job responsibilities)
Segment Understanding:
Understand the Malay segment’s needs and aspirations based on customer analytics, research insights and industry observation.
Conduct in-depth research on the behaviors, preferences, and trends among Malay segment.
Identify the white spaces based on our current products and campaigns to refine our proposition and targeting.
Present clear actionable insights to management and marketing teams.
Strategic Planning:
Design go-to-market strategies for acquisition, cross-sell, up-sell, retention and win-back for Malay segment, supported by clear insights.
Collaborate with product teams to ensure the products are relevant to segment needs, and internal teams to ensure cultural nuances and preferences are integrated into decision-making
Build partnerships with universities, events, and other relevant touchpoints for targeting Malay's market.
Performance Monitoring:
Establish key performance indicator (KPI) to track GTM initiatives’ effectiveness and conversion.
Monitor shifts in attitudes, preferences and behaviors to identify opportunities and challenges.
Manage GTM budget effectively, ensuring optimal allocation of resources to achieve the objectives.
Managerial (team/group responsibilities)
Drive the customer centric mindset and DIGITAL AT THE CORE company strategy within the team and peers.
Cultivate cross-functional collaboration to ensure timely and seamless execution of GTM strategies.
Build a robust understanding of Malay customer behavior, industry trend and competitive landscape.
Organizational (organizational responsibilities)
Ensure alignment with senior stakeholders through structured communication, performance reviews and joint execution.
Jobholder Requirement
Malaysian citizen.
Education/Qualification
Possess at least a Degree in Business, Marketing or related disciplines.
Strong analytical skills, highly numerate and proactive.
Good interpersonal and communication skill
8 years & above years in marketing and planning will be an added advantage
Experience
Core marketing experience in campaign planning and execution
Experience in marketing planning, GTM, or strategic business planning.
Experience in end-to-end project management.
Experience in strategic / corporate partnerships.
Understand customer journey/experience.
Understand the pillars of Islamic banking and the financial products within each pillar.
Exposure to data analysis and translating findings into strategic recommendations.
Experience on presenting insights that inform brand positioning and go-to-market strategies.
Special Skills
Stakeholder engagement and management.
Project management.
Focus group moderation and insight analysis.
Proficiency in Excel and PowerPoint.
About Hong Leong Bank
We are a leading financial institution in Malaysia backed by a century of entrepreneurial heritage. Providing comprehensive financial services guided by a Digital-at-the-Core ethos has earned us industry recognition and accolades for our innovative approach in making banking simpler and more effortless for our customers. Our digital and physical offerings span across a vast nationwide network in Malaysia, strengthened with an expanding regional presence in Singapore, Hong Kong, Vietnam, Cambodia, and China.
We seek to strike a balance between diversity, inclusion and merit to achieve our mission of infusing diversity in thinking and skillsets into our organisation. Candidates are assessed based on merit and potential, in line with our mission to attract and recruit the best talent available. Expanding on our “Digital at the Core” ethos, we are progressively digitising the employee journey and experience to provide a strong foundation for our people to drive life-long learning, achieve their career aspirations and grow talent from within our organisation.
Realise your full potential at Hong Leong Bank by applying now.
Other facts
About HLB
Hong Leong Bank Berhad is one of the leading financial services organisations in Malaysia. With a heritage of more than 100 years, it provides comprehensive financial services covering consumer banking, business banking and trade finance, treasury, branch and transaction banking, wealth management, private banking and Islamic financial services. Its merger with EON Bank Group in 2011 has further embedded its position as a core banking franchise with an expanded distribution network of more than 300 branches across the country.
With a proven track record in value creation and a highly recognised brand, Hong Leong Bank has also been extending its footprint in the region, with branches in Singapore and Hong Kong and wholly owned subsidiaries in Vietnam and Cambodia. In China, the Bank has a 20% shareholding in Bank of Chengdu Co., Ltd., Sichuan and a consumer finance joint venture.
Hong Leong Bank is a subsidiary of Hong Leong Financial Group Berhad, the financial services arm of the Hong Leong Group. Apart from banking, Hong Leong Financial Group is involved in the provision of insurance and takaful, as well as investment banking, unit trust, fund management and stock broking services.
What you'll do
- The Manager, Malay Segment GTM is responsible for providing strategic guidance to drive customer acquisition and retention within the Malay segment. This includes designing go-to-market strategies and collaborating with product teams to ensure relevance to customer needs.
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