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Executive: Personalisation and Customer Lifetime Value Job Title: Executive: Personalisation and Customer Lifetime Value Job Family: Customer Service Management Sub Job Family: Customer Experience Management Restrict to Country: South Africa Difficult to fill: Critical Job: Yes Corporate Grade: Director OFO Code: 2015-122105 JOB PROFILE SUMMARY To enhance customer engagement and conversion by leveraging advanced marketing
technologies and personalised strategies that resonate with diverse customer segments.
The role leads the development and execution of end‑to‑end personalisation strategies,
oversees lead management from generation to conversion, and uses data‑driven insights to
optimise every stage of the customer journey. It enables seamless omnichannel
experiences, equips frontline teams with AI‑powered insights, and implements behavioural
incentives aligned to the commercialisation framework.
Additionally, the role ensures the effective integration of marketing technologies across
channels, enabling Absa to deliver timely, relevant, and tailored communications that deepen
customer relationships. By championing a culture of innovation and continuous
improvement, the role evolves the marketing technology landscape to meet changing market
demands. Ultimately, the role strengthens customer engagement, improves lead conversion,
and drives sustainable business growth by harnessing personalisation and technology to
create exceptional value for customers and stakeholders.
ACCOUNTABILITIES Strategy Formulation and Execution: Develop and implement a comprehensive personalisation and marketing technology strategy that aligns with Personal and Private Bankings business objectives and customer needs. Monitor industry trends and competitive landscapes to ensure strategies remain relevant and effective. Customer Primacy: Advocate for a customer-centric approach, ensuring all marketing initiatives prioritize customer experience and engagement. Utilize customer insights and feedback to enhance personalisation strategies and improve client satisfaction. Sustainable Growth: Identify and leverage opportunities for growth through targeted marketing initiatives and personalised customer interactions. Establish metrics to assess the effectiveness of marketing campaigns, driving continuous improvement and ROI.
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Client-Driven Innovation and Change: Foster a culture of innovation by exploring and implementing cutting-edge marketing technologies and methodologies. Collaborate with product development teams to create offerings that resonate with customer preferences and market demands. Leading Talent: Build and manage a high-performing team of professionals, providing mentorship and fostering an environment of creativity and collaboration. Encourage professional development and continuous learning among team members to keep pace with evolving marketing technologies. Operational Effectiveness: Streamline marketing processes and workflows to ensure efficiency and effectiveness in campaign execution. Work closely with cross-functional teams to optimize resources and align marketing initiatives with business goals. Digital Adoption: Drive the adoption of digital marketing tools and platforms to enhance customer engagement and personalisation efforts. Promote the use of analytics and data-driven decision-making across the marketing function. Good Governance, Risk and Compliance: Ensure all marketing activities adhere to relevant regulations and group policies, maintaining the highest standards of governance and compliance. Implement risk assessment frameworks to identify and mitigate potential risks associated with marketing strategies and technologies. Data Monetisation: Develop strategies to harness customer data for actionable insights that drive marketing effectiveness and revenue growth. Collaborate with analytics teams to create models that enable data-driven marketing decisions and personalisation efforts. QUALIFICATIONS AND EXPERIENCE Education/Qualification: Post Graduate Degree [NQF8] Field of Study: Business, Commerce and Management Studies COMPETENCIES Leadership Competencies: • Business Acumen
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• Communication • Influence • Leadership • Delivering Results • Collaboration • Decision-Making Knowledge and Skills: Insert here max 8-10 skills – Examples: • Operational delivery and service management • Process improvement and optimisation • Customer experience and service design • Performance tracking and reporting • Governance and compliance • Digital tools and systems • Data analysis and insight generation • Team leadership and development