Director of Customer Value Management

Hello, we’re Starling. We built a new kind of bank because we knew technology had the power to help people save, spend and manage their money in a new and transformative way. We’re a fully licensed UK bank with the culture and spirit of a fast-moving, disruptive tech company. We’re a bank, but better: fairer, easier to use and designed to demystify money for everyone. We employ more than 3,500 people across our London, Southampton, Cardiff and Manchester offices.

As our Director of Customer Value Management, you'll be responsible for leading the development of the Bank’s Customer Value Management (CVM) and broader commercial capabilities. You will take a data focussed, commercially-oriented approach to ensuring our actions drive good commercial outcomes in line with the Bank’s objectives, ensuring rigorous quantitative attribution and business case discipline across all customer-facing initiatives.

You'll also lead a talented team, fostering a culture of data-driven decision-making and optimisation. As the principle champion for customer value, this is a unique opportunity to drive end-to-end customer value across the entire lifecycle and contribute towards the Bank’s ambitious strategic agenda.

Key Responsibilities:

Strategic Leadership & Commercial Accountability

• Take direct accountability for the CVM contribution to the Bank's overall P&L, specifically driving and optimising customer profitability, churn reduction and customer lifetime value. Own forecasting and tracking against budget.
• Act as the principal champion for customer value and be the single source of truth on tracking and performance on value measures and engagement metrics with input from business areas such as marketing, finance etc.

Customer Value Lifecycle Management

• Partner with the Director of Growth Marketing to drive the end-to-end strategy and management of customer value across the entire lifecycle from acquisition, activation, maturation, retention, and re-activation (win-back).
• Investigate, test and optimise the broader use of incentives, rewards, and loyalty mechanisms to drive customer acquisition, engagement, retention, and win-back activities

Data, Technology, and Personalisation

• Develop the Bank’s segmentation capabilities, with a focus on a personalised customer experience (e.g. value per customer cohort)
• Maintain and raise standards on a data-driven approach that mandates quantitative assessment of initiative performance (e.g., incrementality testing) to support and guide future activity (e.g. customer loyalty)
• Define the required data capabilities, partnering with the data function to build out the required infrastructure for in-depth monitoring and reporting of customer value

Cross-Functional Collaboration & Product Development

• Work with Product Solution Owners to develop, monitor, and optimise product/proposition pricing strategies and tactical pricing actions based on customer elasticity and value segmentation.
• Collaborate with the Treasury function to build out rate sensitivity/elasticity models for deposit products and engage on the development of funds transfer pricing capabilities.
• Define lifetime value of customer cohorts and collaborate with Marketing in the optimisation of our acquisition approach, with a focus on lifetime value and payback period.
• Use customer insights to develop the retail and business product roadmaps, ensuring that new products/features are aligned with the commercial objectives of the Bank and are underpinned by robust business cases and quantitative analysis.
• Create internally aligned view on expected product performance that supports both product business cases and drive group financial forecasts.
• Engage with key stakeholders (Finance, Marketing, Product, Data) to produce and maintain a single, aligned view on how the bank defines and measures customer value within the business.

Leadership & Culture

• Mentor and lead a high-performing CVM team, fostering a culture of rigorous analysis, continuous testing and data-driven decision-making.

Requirements

• A proven commercial leader with a robust background in Retail and Business Banking
• Previous P&L ownership, coupled with a strong understanding of unit economics and the ability to build robust forecasts and monitor / report on performance
• Deep subject matter expertise, demonstrating a clear understanding of customer value across the customer lifecycle
• Experience of developing, monitoring and optimising pricing strategies
• Ability to manage, transform and derive value from large data sets by applying robust data analysis techniques, with proficiency in BI tools (e.g. Looker)
• Experience of communicating to an executive level audience
• Entrepreneurial and growth mindset with the ability to identify strategic opportunities for the business
• Strong digital acumen with the ability to deliver innovation
• Possesses a collaborative, team player approach
• Demonstrates a solutions oriented mentality
• Learns quickly and has a highly adaptable nature

Behaviours & Competencies

• Experience in collaborating effectively across a variety of business areas and ability to interact effectively with all levels
• Ability to challenge, question and shape thinking in an objective, data-driven way
• Integrity- always do the right thing for our customers, colleagues and Starling
• Self-motivated, positive and able to multitask in a busy and changeable environment
• Adaptable and resilient
• Enthusiasm for driving forward improvements with the tenacity to overcome any obstacles

Benefits

• 25 days holiday (plus take your public holiday allowance whenever works best for you)
• An extra day’s holiday for your birthday
• Annual leave is increased with length of service, and you can choose to buy or sell up to five extra days off
• 16 hours paid volunteering time a year
• Salary sacrifice, company enhanced pension scheme
• Life insurance at 4x your salary & group income protection
• Private Medical Insurance with VitalityHealth including mental health support and cancer care. Partner benefits include discounts with Waitrose, Mr&Mrs Smith and Peloton
• Generous family-friendly policies
• Incentives refer a friend scheme
• Perkbox membership giving access to retail discounts, a wellness platform for physical and mental health, and weekly free and boosted perks
• Access to initiatives like Cycle to Work, Salary Sacrificed Gym partnerships and Electric Vehicle (EV) leasing

About us:

You may be put off applying for a role because you don't tick every box. Forget that! While we can’t accommodate every flexible working request, we're always open to discussion. So, if you're excited about working with us, but aren’t sure if you're 100% there yet, get in touch anyway.We’re on a mission to radically reshape banking – and that starts with our brilliant team. Whatever came before, we’re proud to bring together people of all backgrounds and experiences who love working together to solve problems.

Starling is an equal opportunity employer, and we’re proud of our ongoing efforts to foster diversity & inclusion in the workplace. Individuals seeking employment at Starling are considered without regard to race, religion, national origin, age, sex, gender, gender identity, gender expression, sexual orientation, marital status, medical condition, ancestry, physical or mental disability, military or veteran status, or any other characteristic protected by applicable law. When you provide us with this information, you are doing so at your own consent, with full knowledge that we will process this personal data in accordance with our Privacy Notice. By submitting your application, you agree that Starling will collect your personal data for recruiting and related purposes. Our Privacy Notice explains what personal information we will process, where we will process your personal information, its purposes for processing your personal information, and the rights you can exercise over our use of your personal information.