Segment Cross Sell & Activation Manager

About the role

ADIB Group is looking for a Segment Cross Sell & Activation Manager based in Abu Dhabi. The role drives customer value maximization by increasing product penetration, cross-sell ratios and customer activation across assigned segments, using data-driven strategies, targeted campaigns and seamless customer journeys.

Key responsibilities

• Develop and implement segment-specific cross-sell strategies aligned with business targets, identify product bundling opportunities across liabilities, assets, cards and wealth products, and optimise cross-sell funnels to raise product holding per customer.
• Design and run activation programmes for new and existing customers, improve onboarding journeys and early-life engagement, and reduce dormancy.
• Plan and deliver targeted campaigns using customer data and behavioural insights, partner with Marketing, Digital and Analytics teams on multi-channel campaigns, and track performance to optimise conversion rates.
• Use CRM and analytics tools to find cross-sell opportunities and monitor KPIs such as activation rates, product penetration, campaign ROI and engagement.
• Work with Product, Digital, Coverage (RMs) and Customer Experience teams, aligning cross-sell initiatives with segment strategy and supporting frontline teams with tools, propositions and training.
• Identify gaps in customer journeys and improve digital and assisted channels so customers get a seamless, customer-centric experience.

Required profile

• Bachelor's degree in business, Finance, Marketing or a related field.
• 6-10 years of experience in banking, customer segmentation, CRM or marketing.
• Strong understanding of retail, priority and private banking products.
• Proven track record in campaign management and customer lifecycle optimisation.