SEA - Personalisation Expert in Financial Institutions


Bangkok, Ho Chi Minh, Jakarta, Kuala Lumpur, Manila, Singapore


Asia Pacific


Innovation & product development, Pricing, Strategy


Financial institutions

Who We Are

Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.

Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. We work in a uniquely collaborative model across the firm and throughout all levels of the client organization, fueled by the goal of helping our clients thrive and enabling them to make the world a better place.

Practice Area Profile

BCG’s Financial Institutions Practice Area (FIPA) aims to be the consultant of choice for leaders in the financial industry. We seek to achieve that goal by helping clients find their way amid the ever-evolving, ever-shifting competitive landscape. By focusing on the fundamental economics of their businesses and the underlying needs of their customers, we help banks, brokerages, asset managers and other financial- services organizations rethink their strategic assumptions, identify winning business propositions, and seize new opportunities in the expanding digital environment.

What You'll Do

We are currently looking for a Personalization expert in our Financial Institutions Practice within SEA, at the Associate Director level, who can help us grow data driven marketing capability. The ideal candidate will bring significant experience in customer value management and personalised engagement to provide expertise to clients in executing large scale personalisation programs.
The Expert Consulting Track (ECT) is vital to BCG’s ability to successfully meet our clients’ demand for deep expertise and advanced technical capabilities. Experts focus on developing BCG's thought leadership, commercial capabilities, and intellectual property assets; and their work is essential to our delivery model. You will collaborate on challenging projects with team members from many backgrounds, advising clients on Personalisation related topics.

As an Expert Associate Director, your role in projects can vary from team management to team advisor. You will use your expertise to add insight and drive clients toward recommendations, and you will be viewed as a trusted advisor by senior clients. You will help scope and structure work, onboard team members, and provide guidance throughout projects.

What You’ll Do
  • Collaborate with BCG and client leaders to bring deep personalisation expertise on projects, on topics such as, but not limited to, single customer 360 view, next best action engine, personalised customer engagement, experimentation framework, marketing automation and omni-channel offer orchestration
  • Support case teams either as an individual module owner on a personalization topic, or as an advisor to the overall project. In project execution role, provide project oversight for an entire case or at a module level owning process, content and day to day client interactions
  • Collaborate with client leaders and key stakeholders to define an industry leading roadmap and drive towards implementation of personalization capabilities across customer journey along the lifecycle stages (acquisition, growth, retention)
  • Partner with clients to develop, test and deploy next best action engines and data-driven marketing capability
  • Support integration of analytical recommendations and customer behaviour tags / scores across all touchpoints to develop cross channel communication, contact and content strategy for clients
  • Provide subject matter expertise with respect to customer data in driving personalisation, especially around development of 360 degree customer view across all interactions and in identifying data required to be integrated into data products, human-assisted and digital assets for personalised engagement
  • Support client in selection and integration of marketing automation and other technology enablers viz. CDP, DMP, and related customer and marketing technology platforms to help them in deploying targeted campaigns across all owned and paid properties
  • Advise clients on experimentation, campaign execution playbook and measurement metric design for scientific test-and-learn to incrementally improve customer experience, drive conversions and maximize customer value
  • Support business development effort on personalisation and data-driven marketing projects focused on financial services – including proposal creation and presentation, providing content expertise and acting as key topic lead during pre-sales phase
  • Act as personalisation and marketing automation SME providing support and training to colleagues as needed to grow team’s expertise as part of marketing, sales and pricing function

What You'll Bring (Experience & Qualifications)

  • Possess a minimum of 10-12 years of experience in a financial services firm or leading professional services company in a relevant analytical or strategic role around Personalization or Customer Value Management
  • Proven track record of leading / implementing large data-driven marketing, customer engagement and personalisation programs in financial services (ideally banking or fintech)
  • Deep knowledge of tech stack and enablers, such as: marketing technology landscape (e.g. Salesforce, Adobe, Pega, Marketo), ad-tech (DMPs, DSPs, analytics and measurement) - including key players, tools, platform features and disruptive trends
  • Exposure to customer data, developing single customer views, designing personas and micro-segments
  • Deep expertise in designing customer engagement and next best action (NBA) engines, including integration across offline and digital channels
  • Good to have: Content management and digital marketing experience, including personalised engagement on owned assets (e.g. email, contact center, branch/store, mobile, web) and paid digital media channels (e.g. FB, Google, display, video, search)
  • Application of the above in a banking context, with demonstrated impact and change to customer behavioural outcomes

Date Posted:


Boston Consulting Group is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity / expression, national origin, disability, protected veteran status, or any other characteristic protected under national, provincial, or local law, where applicable, and those with criminal histories will be considered in a manner consistent with applicable state and local laws.
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