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

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Develop and implement segment-specific cross-sell strategies aligned with business targets

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Identify product bundling opportunities across liabilities, assets, cards, and wealth products

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Optimize cross-sell funnels to increase product holding per customer

1. Customer Activation & Engagement

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Design and execute activation programs for new and existing customers

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Drive onboarding journeys to improve early-life engagement and digital usage

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Reduce dormancy and increase product utilization across segments

1. Campaign Management

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Plan and deliver targeted campaigns leveraging customer data and behavioral insights

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Partner with Marketing, Digital, and Analytics teams to execute multi-channel campaigns

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Track campaign performance and continuously optimize conversion rates

1. Data & Analytics

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Leverage CRM and analytics tools to identify cross-sell opportunities and customer needs

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Monitor KPIs such as activation rates, product penetration, campaign ROI, and customer engagement

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Develop actionable insights to enhance customer lifecycle value

1. Stakeholder Management

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Collaborate with Product, Digital, Coverage (RMs), and Customer Experience teams

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Align cross-sell initiatives with segment strategies and business priorities

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Support frontline teams with tools, propositions, and training to drive execution

1. Customer Journey & Experience Enhancement

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Identify gaps in customer journeys impacting activation and cross-sell

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Drive enhancements to digital and assisted channels to improve conversion and satisfaction

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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