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Senior/First VP, Marketing, Customer Analytics, Group Business Banking

Posting Date:  23 May 2023


Company:  United Overseas Bank Limited

About UOB

United Overseas Bank Limited (UOB) is a leading bank in Asia with a global network of more than 500 branches and offices in 19 countries and territories in Asia Pacific, Europe and North America. In Asia, we operate through our head office in Singapore and banking subsidiaries in China, Indonesia, Malaysia and Thailand, as well as branches and offices.

Our history spans more than 80 years. Over this time, we have been guided by our values — Honorable, Enterprising, United and Committed. This means we always strive to do what is right, build for the future, work as one team and pursue long-term success. It is how we work, consistently, be it towards the company, our colleagues or our customers.

About the Department

The Credit and Risk Management function is comprised of three teams: Risk Management, Credit and Special Asset Management. We manage the risks arising from the Group’s business activities within the risk appetite established by the Board. This involves identifying and evaluating the risks, developing effective risk governance and strategies as well as providing independent assessment of the overall risk profile.

Job Responsibilities

The role is based in Singapore and will report to the Group Head of Risk and Decision Management. The Candidate is expected to focus on the Small and Medium Enterprise (ie, Business Banking Singapore) segment and will be measured on total value (revenue, balances, customer engagement/NPS, etc) generated to BB via data and predictive analytics. As a senior member of the team, the Candidate is expected to mentor and manage junior team members. Over time, the Candidate is encouraged to explore other areas of analytics within the Division.

Monetize data + analytics in support of sales, marketing, product and portfolio managers in the following areas:
o    Prospecting and improving new customer acquisition – segmentation, market/wallet sizing, product proposition, pricing, leads generation + scoring, etc
o    Growing existing customer franchise and balances – cross-selling, retention, next best offer + conversation, personalized customer engagement (online + offline)
o    Improving digital (mobile app and internet banking) adoption and customer interaction via personalized, omni-channel engagement
•    Candidate is expected to build predictive models/analytics using:
o    a suite of statistical / data science techniques (regression, gradient boosted trees, network analytics, neural networks, NLP, audio/image processing, etc) that is best fit for purpose / use
o    both structured and unstructured data (test, audio, image, streams, etc) that can be found within the bank and external partners, vendors or in the internet in general (social media, web-crawled data, etc)
•    Work with BB’s ecosystem / partnership team to increase monetization of partner / platform data (eg, e-commerce, payments, ERP solutions, etc), and actively source for new data sources / revenue streams
•    Manage regular marketing campaign operations, including regular reviews and feedback to improve conversion rate / campaign / model effectiveness 
•    Develop new and manage existing dashboards / MIS to sales, product and portfolio managers, including ad-hoc analyses and deep-dives


Job Requirements

  • >10 years of experience in retail (experience in SME preferred) marketing or customer analytics
  • Undergraduate degree in a quantitative programme, such as Decision Science, Statistics, etc. MBA / post graduate degree is desirable
  • Very strong data/decision science, programming and technology skills:
    • Cloudera Apache Hadoop for big data / lake platform processing, including Python, R, Spark for data science and Hive, Impala, Kafka, etc for data engineering
    • SAS for PC/server based data management and predictive analytics. Python is used for most newer/advanced algorithms and data science libraries
    • Adobe Marketing platform (Adobe Analytics, Campaign, etc) for online and offline marketing campaign management and insights
  • Analytical mind with sound business insight, excellent communicator (verbal and written), highly meticulous, and self-motivated
  • Maturity that will enable the candidate to be a credible counterpart to business managers and senior management, and the ability to develop on-going ‘trusted advisor’ relationships based on the ability to understand, analyse, discuss and address key business challenges raised

Be a part of UOB Family

UOB is an equal opportunity employer. UOB does not discriminate on the basis of a candidate's age, race, gender, color, religion, sexual orientation, physical or mental disability, or other non-merit factors. All employment decisions at UOB are based on business needs, job requirements and qualifications. If you require any assistance or accommodations to be made for the recruitment process, please inform us when you submit your online application.

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