Segment Cross Sell & Activation Manager

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

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