As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS offers a full spectrum of products and services – including deposits, investments, insurance, mortgages, credit cards and personal loans – to help our customers at every life stage. Our financial solutions are not only the best in the business – they were made just right for the customer. Within Consumer Banking Singapore, the Payments & Platforms team focuses on the “three Ps” – Payments, Partners, and Platforms – to drive strategic customer growth and engagement. This team spearheads innovative payment solutions (e.g. DBS PayLah!), ecosystem partnerships, and digital platforms to accelerate customer acquisition and usage.
Job Purpose:
To lead and drive the acquisition strategy for DBS’s credit cards and unsecured personal loans business in Singapore, with a focus on digital innovation, customer experience, and sustainable growth. This role is accountable for expanding market share, optimizing acquisition economics, and maintaining portfolio quality, while ensuring alignment with MAS regulations and DBS’s values of responsible banking.
Responsibilities:
Strategic Leadership and Acquisition Planning
- Define and implement the end-to-end acquisition strategy for DBS’s suite of cards and personal loan products
- Champion and own cross-sell initiatives across MOB 1–12, aligning early lifecycle monetization with acquisition strategies
- Deliver on annual acquisition volume targets, market share growth, and customer quality metrics.
- Champion digital-led acquisition in alignment with the bank’s “Live more, Bank less” philosophy.
- Drive acquisition through integrated channels- key aggregator partnerships, DBS mobile apps, online platforms, owned media, social media, and strategic partners
- Work closely with the Digital Banking team to improve UX/UI across acquisition funnels and minimize drop-offs.
- Lead efforts to integrate new acquisition partners and fintech enablers for co-branded or API-led sourcing
- Develop and execute market-relevant campaigns in collaboration with marketing, data science, and product teams.
- Introduce differentiated value propositions through limited-time offers, digital loyalty tie-ins, and strategic alliances (e.g., with lifestyle brands, e-commerce).
- Track product profitability and competitor moves; recommend adjustments to pricing, benefits, or positioning.
- Embed marketing technology and analytics platforms to enable advanced targeting, retargeting and personalization with rigorous A/B testing and conversion funnel optimisation
- Leverage DBS’s strong data analytics capabilities and customer insights to refine targeting and personalization strategies.
- Enhance lead management processes to improve conversions and activation rates.
- Use A/B testing and performance dashboards to continuously improve acquisition outcomes.
- Ensure full compliance with MAS regulations on unsecured lending (e.g., TDSR, credit limit controls, income checks).
- Maintain high KYC/AML standards and oversee partner adherence to DBS’s risk governance framework.
- Support internal audits and manage regulatory reporting for acquisition-related activities.
- Lead and mentor a high-performing team of acquisition managers and channel leads.
- Collaborate across functions including Product, MarTech (Marketing, Data, Cognitive Banking), Risk, Compliance, and Digital Banking teams.
- Represent DBS in internal and external forums related to acquisition strategy and digital transformation.
- Executive reporting – prepare updates and strategic recommendations for senior management on acquisition funnel performance, market trends and optimisation actions; lead regular reviews to ensure transparency and strategic alignment
- Bachelor’s degree in Business, Finance, or related field; MBA preferred with 12–15 years of experience in retail banking or consumer lending, with proven expertise in cards and personal loans in Singapore
- A customer lifecycle mindset, ensuring the right card or loan is matched to the right customer segment for long-term value
- Strong grasp of Singapore’s retail financial services landscape and MAS regulations.
- Deep experience in digital acquisition platforms and data-led growth strategies.
- Proven leadership in managing teams, cross-functional projects, and external vendors/partners.
- Commercially savvy, with an analytical mindset and track record of delivering results.
- Strong stakeholder and change management abilities
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