Strategic Initiative 01 – Phase 2 focuses on building a customer led segmentation model to better understand customer needs, create differentiated value propositions, design meaningful customer experiences, improve business performance, and drive customer engagement across priority customer segments. The initiative brings together customer strategy, solution design, business management, and go-to-market execution to deliver measurable customer and business outcomes. We are hiring Business Analysts across 4 strategic workstreams below:
1. WS1 – CUSTOMER INSIGHT & CVP MANAGEMENT
Description
- Conduct customer research and analyze customer behaviors, needs, pain points, and opportunities across different customer segments
- Develop customer personas, need-states, and jobs-to-be-done frameworks to support segment strategies
- Consolidate insights from customer feedback, internal data, frontline observations, and market intelligence
- Benchmark customer propositions, service models, and industry best practices.
- Support the design, validation, and continuous improvement of Customer Value Propositions (CVP)
- Translate customer insights into actionable recommendations for business and product teams.
- Prepare analysis and decision-making materials for project and leadership discussions
Requirements
- 5–8 years of experience in Customer Insight, Market Research, Customer Segmentation, Marketing, Product Strategy, or Consulting
- Strong qualitative and quantitative research capabilities
- Experience analyzing customer behavior, customer needs, and market trends
- Ability to convert research findings into practical business recommendations
- Strong analytical thinking, storytelling, and presentation skills
- Banking or financial services experience is an advantage
2. WS2 – SOLUTIONS & CUSTOMER JOURNEY
Description
- Analyze customer needs and business problems to identify solution opportunities.
- Gather, document, and manage business requirements, business rules, and solution specifications
- Design solution concepts and evaluate feasibility, implementation dependencies, and business impact
- Map current customer journeys and identify customer pain points and improvement opportunities
- Design future-state customer journeys and service blueprints that align with customer needs and business objectives
- Collaborate with Product, Technology, Operations, Risk, Data, and Business teams to deliver solutions
- Support MVP development, pilot execution, testing, performance tracking, and solution optimization
Requirements
- 5–8 years of experience in Business Analysis, Product Development, Digital Banking, Customer Experience, Service Design, Business Transformation, or Consulting
- Hands-on experience in requirements gathering and solution design
- Understanding of customer journey mapping and process improvement methodologies.
- Ability to work effectively with both business and technology stakeholders
- Strong problem-solving, communication, and stakeholder management skills
- Experience supporting product implementation, pilots, or transformation initiatives is preferred
3. WS3 – BUSINESS MANAGEMENT & GOVERNANCE
Description
- Analyze business performance across customer segments and identify growth opportunities and performance gaps
- Support the development of KPI frameworks, scorecards, dashboards, and performance reporting requirements
- Build business cases, financial impact assessments, and benefits realization analysis.
- Collaborate with Finance, Data, and Business teams to ensure accurate measurement and reporting
- Support governance frameworks, decision-making processes, operating cadence, and execution tracking
- Monitor strategic initiatives, dependencies, risks, and implementation effectiveness
- Prepare management insights and recommendations to support strategic decisions and prioritization
Requirements
- 5–8 years of experience in Business Planning, Performance Management, Strategy, Finance, PMO, Governance, Transformation, or Consulting
- Strong analytical and financial analysis skills
- Experience developing KPIs, dashboards, scorecards, and management reports
- Ability to translate data into actionable business insights
- Strong stakeholder management and presentation skills
- Experience in strategic execution, governance, or transformation programs is a plus
4. WS4 – CLIENT ENGAGEMENT & GO TO MARKET
Description
- Analyze customer lifecycle, engagement behavior, and growth opportunities across customer segments
- Design customer engagement initiatives, lifecycle programs, targeting rules, and activation use cases
- Support acquisition, activation, cross-sell, upsell, retention, and reactivation initiatives
- Work closely with CRM, Marketing, Data, Sales, and Channel teams to execute customer engagement and go-to-market programs
- Develop campaign requirements, communication journeys, and activation plans
- Track customer engagement, response rates, conversion performance, and business outcomes.
- Analyze results and recommend optimization actions to improve customer and commercial impact
- Support pilot execution, test-and-learn activities, and campaign scale-up initiatives
Requirements
- 5–8 years of experience in CRM, Customer Analytics, Marketing, Campaign Management, Customer Engagement, Digital Growth, Go-to-Market, or Consulting
- Experience analyzing customer behavior, campaign performance, and customer lifecycle journeys
- Understanding of customer targeting, segmentation, and engagement strategies.
- Strong commercial mindset and execution capability
- Ability to work with multiple stakeholders across business, data, and marketing teams
- Banking, financial services, or digital business experience is preferred
