Segment Cross Sell & Activation Manager

The Segment Cross Sell and Activation Manager develops strategies that deepen customer relationships and increase the use of the bank’s products and channels. The position uses customer data, segmentation, campaigns and lifecycle journeys to improve product penetration, onboarding, activation and engagement across assigned customer groups.

Key Responsibilities

• Develop segment plans that identify customer needs, growth opportunities and the products most relevant to each group.
• Design cross-sell propositions spanning deposits, financing, cards, wealth solutions and other approved banking services.
• Improve onboarding and activation journeys so new customers begin using accounts, cards and digital banking services promptly.
• Identify dormant or under-engaged customers and create targeted programmes that encourage appropriate product usage.
• Plan campaigns, define target audiences and coordinate delivery with marketing, product, digital and customer experience teams.
• Use CRM information and performance data to monitor activation, penetration, engagement, conversion and campaign return.
• Equip frontline teams with practical campaign guidance, customer insights and tools that support consistent execution.

Requirements and Qualifications

A degree in business, finance, marketing or a related discipline is relevant to this role. The vacancy describes a background of approximately six to ten years in banking, customer segmentation, CRM, marketing or related commercial work. Candidates should understand retail, priority and private banking propositions and be able to translate analysis into measurable customer programmes.

Skills

• Customer segmentation and lifecycle marketing
• Cross-sell strategy and campaign management
• CRM, analytics and performance measurement
• Retail, priority and private banking products
• Stakeholder leadership and project coordination
• Commercial judgement and presentation skills

Employment Details

This is a full-time opportunity with ADIB - Abu Dhabi Islamic Bank, based in Abu Dhabi. Compensation details are not included. Role-specific conditions should be confirmed during recruitment.

Success is measured through stronger product activation, deeper product holdings, customer engagement, campaign efficiency and measurable business return. The manager should balance commercial outcomes with relevant customer propositions and a positive, consistent customer experience.