Executive: Customer lifecycle Value Management at Absa Group Limited (Absa)

Job Description

KEY FOCUS AREAS

• Develop and execute strategies to maximize client lifetime value.
• Lead targeted sales and engagement campaigns across Business Banking.
• Use data and analytics to personalize customer interactions.
• Monitor campaign performance and optimize for ROI.
• Collaborate with product, digital, and analytics teams to align efforts.
• Drive customer segmentation and behavioral targeting.
• Enhance conversion and retention through lifecycle interventions.
• Champion a customer-first approach in campaign design.
• Ensure compliance with marketing governance and data usage policies.
• Foster innovation in campaign execution and personalization.

ACCOUNTABILITIES

• Strategy Formulation and Execution
• Develop client lifetime value strategies and campaign roadmaps aligned to Business Banking goals.
• Leverage customer data and insights to understand customer behaviour and optimize marketing efforts, so as to increase retention, upsell, and cross-sell.
• Translate long-term strategic objectives into aligned business plans, execution roadmaps and key milestone measurements for the business area.
• Cascade strategic goals and ensure alignment between business unit vision and functional implementation priorities, setting clear short, medium and long-term milestones.
• Develop effective partnerships to enable business performance and contribute to sector-wide influence aligned with strategic initiatives.
• Respond to emerging policy and regulatory trends by adapting operational strategy and ensuring compliance alignment.
• Coordinate business enablement efforts for Business Banking, ensuring delivery capability across systems, processes, and teams.
• Track execution progress against key strategic initiatives and intervene to correct course where needed.
• Support transformation initiatives through structured programme delivery and change management practices.
• Provide expert advice and support in operating model, strategy, and value chain formulation and delivery alignment.
• Identify practices and technologies that provide competitive advantage and enable knowledge sharing and integration of practice areas.
• Undertake analysis of management and specialist information and guide reporting tool implementation to improve decision-making quality.

Customer Primacy

• Drive personalised campaigns that enhance customer experience and satisfaction.
• Use segmentation and behavioural data to tailor messaging and offers.
• Interpret market and customer insights to inform operational plans and prioritise capability investments.
• Utilise customer data to improve processes and propositions, ensuring measurable customer value delivery.
• Instil customer-centric decision-making in teams, balancing experience and efficiency targets.
• Implement initiatives that improve customer engagement and retention through operational enhancements.
• Coordinate cross-functional initiatives to deliver consistent customer journeys and service quality.
• Represent the voice of the customer within leadership forums to influence service delivery priorities.
• Plan and deliver services that create a culture which aims to exceed customer expectations in all aspects of the business.
• Provide expertise in designing integrated frameworks to embed service excellence.

Sustainable Growth

• Identify growth opportunities and implement targeted campaigns and retention strategies.
• Monitor and report on campaign impact on client value and business outcomes.
• Develop business area growth plans aligned to segment and enterprise priorities.
• Work with business partners to define and execute on growth strategies and operational initiatives.
• Mobilise functional teams to deliver growth targets and embed performance accountability.
• Monitor growth delivery, resolving barriers and reinforcing strategic objectives at operational levels.
• Evaluate financial and customer returns on initiatives to ensure alignment with business viability.
• Formulate and develop multi-function operating frameworks that contribute to sustainable growth.

Client-Driven Innovation and Change

• Introduce innovative campaign formats and technologies.
• Lead experimentation and A/B testing to improve campaign effectiveness.
• Monitor competitive landscape and identify opportunities to improve products, services, or operations.
• Drive continuous improvement and innovation within the team to enhance customer outcomes.
• Shape client experience initiatives through project ownership and delivery responsibility.
• Lead operational change, ensuring readiness, engagement, and measured impact across delivery teams.
• Influence and communicate across all levels of the business to minimise resistance to change and ensure onboarding of target audiences.
• Scan the external environment to investigate alternative delivery models and offer innovative advice for competitive advantage.
• Drive change management activities across a single value chain for optimal adoption of change.

Leading Talent

• Build and lead a team of campaign and lifecycle specialists.
• Promote continuous learning and innovation in campaign management and provide thought leadership in client lifetime value management.
• Embed people processes and values into business routines, reinforcing a strong leadership culture.
• Develop workforce capabilities to meet business plan execution requirements and future readiness.
• Create inclusive team environments that support performance, wellbeing, and growth.
• Address escalated people issues and ensure application of performance and development processes.
• Develop future leaders through mentorship, stretch assignments, and tailored development experiences.
• Provide expertise and advice in the development and implementation of human capability and accountability frameworks across functions.
• Direct the development and implementation of human capability strategies to support people management priorities.

Operational Effectiveness

• Establish campaign KPIs and dashboards to track performance.
• Ensure efficient execution and resource optimization across campaigns.
• Operationalise strategic goals into functional plans with clear deliverables, timelines, scorecards with team and individual KPIs to enable effective tracking of business and individual performance.
• Set appropriate financial and other resourcing plans to enable business performance, tracking against budgets and investments for both current and long-term strategic goals.
• Ensure integration across business units by resolving operational friction and dependencies.
• Represent the business area in operational forums and with delivery partners.
• Leverage data insights to improve operational effectiveness and customer outcomes.
• Continuously improve processes for agility, quality, and alignment with customer needs and digital tools.
• Identify problems and formulate alternate solutions to resolve value chain conflicts.
• Provide expert advice on operating model, strategy, value chain formulation, and business controls/governance frameworks.

Digital Adoption

• Leverage marketing automation and digital platforms for campaign delivery.
• Promote data-driven decision-making and real-time optimization.
• Execute digital initiatives and promote adoption of technologies that improve efficiency and user experience.
• Monitor digital platform performance and ensure integration with business processes and outcomes.
• Deliberately identify opportunities to digitise, automate, and implement solutions for customer primacy, innovation, and operational effectiveness.

Good Governance, Risk and Compliance

• Ensure campaigns comply with regulatory and internal governance standards.
• Monitor risks related to data usage, targeting, and customer communications.
• Implement governance, risk, and compliance frameworks in business processes and team routines.
• Promote risk awareness and lead the response to regulatory changes and emerging issues.
• Support audit readiness and ensure operational teams adhere to compliance requirements.
• Define and consolidate the risk profile for the business unit, manage critical risks, and ensure resolution feedback to stakeholders.
• Enable the development and implementation of integrated corporate governance frameworks in areas of specialisation.
• Influence the implementation of effective internal controls systems and corporate governance practices.

Data Monetisation

• Use behavioral and transactional data to tailor high-value products or services in order to increase conversion rates and average order value (AOV).
• Use machine learning to forecast future value of clients and prioritize marketing spend in order to maximize ROI by focusing efforts on clients with the highest potential.
• Use engagement data to design rewards that resonate with segmented client base to extend client lifespan and increase repeat business.
• Apply data insights to support business planning and decision-making in the business area.
• Develop mechanisms to ensure data is collected, validated, and used to drive performance improvement.
• Oversee the explicit use of data and its inherent value to explore opportunities and guide decisions.

Stakeholder Management

• Engage with internal stakeholders to align campaign goals with business priorities.
• Represent campaign and client value strategy in strategic and/or external forums.
• Manage relationships with key stakeholders to support aligned delivery and issue resolution.
• Ensure stakeholder expectations are managed and engagement is consistent with transformation priorities.

QUALIFICATIONS AND EXPERIENCE

Education/ Qualification:

• Post Graduate Degree: Honours Degree, Post Graduate Diploma and Professional Qualifications [NQF8]

Field of Study:

• Marketing, Business Strategy, Data Analytics, or related fields.

Work Experience:

• 12 - 15 years experience in a specific capability of importance to the bank, including a track record of 5 years in a people management position in a large enterprise.
• Experience must include developing integrated customer-centric product or service solutions or corporate practice development while working with and managing stakeholders across business and/or functional areas and budget management.
• Exposure to digital transformation and data-driven decision-making is preferred.
• Demonstrated success in designing and executing targeted campaigns that drive client lifetime value, conversion, and retention across diverse customer segments.
• Experience in engaging executive stakeholders in aligning campaign strategies with business objectives, influencing cross-functional collaboration, and embedding customer-centric thinking across the organisation.
• 5–10+ years in roles such as: Customer Lifecycle or Retention Manager, CRM or Campaign Manager, Marketing Strategy Lead, Data-Driven Marketing or Loyalty Program Manager
• Proven Experience in Designing and executing multi-channel marketing campaigns, using CLV models to drive business decisions or working with large datasets and customer analytics tools.

COMPETENCIES

Leadership Competencies:

• Strategic Thinking
• Business Acumen
• Communication
• Influence
• Leadership
• Creativity and Innovation
• Delivering Results
• Adaptability
• Collaboration

Knowledge and Skills:

• Client lifetime value modelling
• Campaign strategy formulation and execution
• Personalisation and segmentation concepts
• CRM and loyalty programs
• Customer analytics and behavioural insights
• ROI measurement and optimisation
• Digital marketing and engagement
• Stakeholder influence and collaboration
• Lifecycle management strategies
• Governance and compliance in handling and managing client data
• undefined

Education

• Bachelor`s Degrees and Advanced Diplomas: Business, Commerce and Management Studies

End Date: January 5, 2026