Head Of Customer Base Management, Strategy & Programmes

Head of Customer Base Management - Strategy & Programmes, Dublin

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Date: 16 Jun 2025

Location: Dublin, IE, IE

Company: Allied Irish Bank

Head of Customer Base Management Strategy and Programmes – CRM, Base Management and Marketing, Dublin.

 Location/Office Policy: Molesworth Street/Hybrid 

• Do you possess a strong history in Customer Strategy, Development and Programme Management and looking to continue your expertise? 
• Do you love to drive customer engagement, value, retention, and satisfaction?

• Do you like collaborating with cross functional teams and driving change through strong stakeholder management and influencing outcomes?

• Are you enthusiastic about customer understanding, data, and strategic transformation? 

What is the Role: 

Part of the newly established Chief Customer Office and reporting into the Head of Customer Base Management, the role holder will be a pivotal member of this new team to ensure that we are setting the right direction for not only the Customer Base Management team but also the wider business.

This direction will be steeped in Customer First thinking, leveraging data, insights, and technology to optimise communications and drive long-term customer relationships. It will be the custodian of the strategic interactions with our customers across multiple channels and help the overall team ensure we reach peak performance through the creation of a Centre of Excellence for direct communications for AIB. Key to our team's success is how we support our stakeholders throughout the business and this role will ensure that happens. 

Key accountabilities:

•  Own and evolve the CBM strategy, ensuring alignment with broader business and customer goals. This will deepen our customer relationships and improve value for the bank.
• Design and lead customer programmes that enhance communication, loyalty, and lifetime value across the customer lifecycle.
• Create a Centre of Excellence approach for the wider organisation to ensure they have a good understanding of how we wish to speak and engage with our customers across multiple mediums and channels.
• Champion a data-led approach to customer understanding, segmentation, and decision-making.
• Collaborate with Marketing, Product, Data, Digital, and Technology to ensure coordinated development of CBM initiatives.
• Lead a team of customer strategists, fostering a high-performance, customer-first culture.
• Embed measurement and optimisation into all customer base management strategies, using OKRs as the key measurement for impact.
• Keep the CBM team and the wider CCO team up to date on customer communication needs, trends and innovations in CRM, loyalty, and customer communication technologies.
• Provide thought leadership on how to deepen customer relationships through intelligent and ethical use of data.
• Lead, inspire, and develop a high-performing team whilst ensuring the team & key areas of the business are upskilled as relevant. 
• Ensure overall Customer Base Management team engagement is high.

What you Will Bring:

• Proven experience in customer base management, CRM, loyalty, or lifecycle marketing leadership roles.
• Strong strategic thinking with a record of developing CBM strategies and Centre of Excellence approach to direct communications.
• Enthusiastic about customers, their experiences, and what drives their behaviours.
• Highly data-literate with a strong understanding of customer analytics, segmentation, and personalisation.
• Excellent communicator and collaborator, able to influence across the organisation.
• Experience with customer technology platforms, CRM systems, and data tools (e.g., Salesforce, Adobe, Tableau, SQL) is a plus.
• A growth mindset, comfortable operating in a fast-paced, evolving environment.
• Strong leadership and people management skills; experience in building high-performing, purpose-driven teams.

Why work for AIB?

We are committed to offering our colleagues choice and flexibility in how we work and live and our hybrid working model enables our people to balance their time between working from home and their designated office, subject to their role, the needs of our customers and business requirements.

Some of our benefits include.

• Market leading Pension Scheme 

• Healthcare Scheme 

• Variable Pay 

• Employee Assistance Programme 

• Family leave options 

• Two volunteer days per year 

Please click here for further information about AIB’s PACT – Our Commitment to You. 

Key Capabilities 

• Customer First

• Collaborates

• Promotes Innovation

• Strategy Development

• Stakeholder Management
• Digital Marketing
• CRM understanding

AIB is an equal opportunities employer, and we pride ourselves on being the first bank in Ireland to receive the Investors in Diversity Gold Standard accreditation from the Irish Centre for Diversity. We are committed to providing reasonable accommodations for applicants and employees. Should you have a reasonable accommodation request please email the Talent Acquisition team at careers@aib.ie

Disclaimer:

Unsolicited CV’s sent to AIB by Recruitment Agencies will not be accepted for this position. AIB operates a direct sourcing model and where agency assistance is required, the Talent Acquisition team will engage directly with our recruitment partners.

Application deadline : 7th of July 2025.

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