Requirements
The VP – Segments is responsible for defining, owning, and activating the bank's 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. Requires 12-15+ years experience in marketing, customer strategy, segmentation, or proposition roles, ideally within banking or financial services, with proven experience designing, owning, and operationalizing customer segmentation frameworks and demonstrated success in end-to-end proposition development. Strong understanding of retail banking products, customer economics, and P&L impact, and experience working across multiple business units and influence at ExCo / senior leadership level.
Description
Job Title: Vice President – Segments (Head)Group/ Division: Consumer Banking GroupEmployment type: Contract (On-site)Contract length: 6 - 12 monthsReport to: Senior Vice President – Retail Marketing / General Manager – Retail BankingLocation: Kuwait City, KuwaitPURPOSE OF THE PROJECTThe VP – Segments is responsible for defining, owning, and activating the bank's 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 journeysCore Responsibilities and Accountabilities:Customer Segmentation Strategy:Design and own the bank's 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:12–15+ years experience in marketing, customer strategy, segmentation, or proposition roles, ideally within banking or financial servicesProven experience designing, owning, and operationalizing customer segmentation frameworks (behavioural, needs‑based, value‑based)Demonstrated success in end‑to‑end proposition development, including design, launch, optimization, and performance managementStrong understanding of retail banking products, customer economics, and P&L impactExperience working across multiple business units and influence at ExCo / senior leadership level. Executive-Level Strategic PlanningAdvanced Financial & Portfolio ManagementBoard-Level Presentation SkillsStakeholder & Cross-Functional LeadershipBudget & Resource Governance