Growth Strategy and Roadmap - Define the product-led growth strategy for ARM’s digital wealth platforms, aligned with enterprise priorities, target customer segments and commercial objectives.
- Translate growth goals into clear product outcomes, quarterly OKRs, initiatives and sequenced roadmaps.
- Develop a robust understanding of customer needs, barriers to investing, channel behaviours, competitor propositions and market trends.
- Prioritize opportunities using expected customer value, impact on assets under management, revenue potential, delivery effort, risk and strategic fit.
- Balance near-term funnel improvements with longer-term investments in scalable growth loops, platform capabilities and customer lifetime value.
Funnel Optimization and Experimentation - Apply growth-hacking methods; rapid, structured experiments, referral loops, and landing-page/conversion-rate optimization to unlock quick wins alongside the core roadmap.
- Own the end-to-end growth funnel and identify conversion leaks through quantitative analysis, customer research, service data and frontline feedback.
- Improve registration, identity verification, risk profiling, bank-account verification, funding and first-investment journeys to reduce avoidable abandonment.
- Design and run well-governed experiments, including A/B tests, pilots and cohort-based tests, with clear hypotheses, success criteria, guardrails and post-test decisions.
- Optimize time-to-value so new customers quickly experience the benefit of investing through ARM.
- Build repeatable growth loops such as referrals, recurring investments, goal-based investing, cross-sell, reactivation and content-to-investment journeys.
- Ensure experiments do not create misleading claims, unsuitable nudges, dark patterns or unacceptable customer, operational or regulatory risk.
Customer Acquisition, Activation and Lifecycle Growth - Partner with Marketing, Sales and Partnerships to connect acquisition campaigns to seamless, measurable in-product journeys.
- Improve channel quality and conversion by aligning audience, proposition, landing experience, onboarding and next best offers.
- Develop lifecycle strategies for activation, education, repeat business, cross selling, engagement, maturity or redemption events, dormancy prevention and win-back.
- Use segmentation and personalization responsibly to deliver relevant prompts, educational content and financial planning pathways.
- Support partner and embedded distribution propositions by defining customer experience, product requirements, economics and operating model.
Martech, Campaigns and Lifecycle Orchestration - Own the Martech stack for growth — CRM, marketing automation, campaign management and messaging tool partnering with Data/IT and Marketing on configuration, integration and vendor management.
- Design and orchestrate always-on and triggered lifecycle campaigns across push, email, SMS/WhatsApp and in-app messaging, sequencing content and offers to each stage of the customer journey: awareness, sign-up, KYC, first funding, first investment, repeat business, cross selling and win-back.
- Build and maintain customer segmentation and behavioural triggers or live events (e.g. onboarding drop-off, low first funding, dormancy risk) that drive automated, personalized lifecycle journeys rather than one-off blasts.
- Ensure accurate campaign attribution and channel-performance measurement, working with Data and Engineering to connect Martech tooling into the core analytics and event-tracking stack.
- Continuously test and refine messaging, timing, channel mix, creative and offers to improve activation, engagement, repeat investment and reactivation outcomes.
Data, Insights and Performance Management - Define the growth measurement framework, including the north-star metric, leading indicators, funnel definitions and metric ownership.
- Work with Data and Engineering to ensure reliable event tracking, attribution, cohorting, dashboards and experiment measurement.
- Apply behavioural analytics — cohort analysis, event-level tracking, behavioural segmentation, activation-metric design, churn-signal detection and retention-curve analysis — to understand how customers actually move through the product, not just where they drop off.
- Monitor performance by segment, product, platform, channel and cohort; distinguish sustainable growth from short-term volume.
- Build business cases and forecasts for growth initiatives, including expected incremental funded accounts, net flows, revenue, cost and payback.
- Communicate results, lessons, risks and recommended decisions clearly to senior leaders and cross-functional stakeholders.
Product Delivery and Cross-functional Leadership - Lead a cross-functional growth squad comprising Engineering, Design, Data, Marketing and Operations partners.
- Turn opportunities into clear product briefs, user stories, acceptance criteria, analytics requirements and launch plans.
- Maintain a prioritized backlog and make transparent trade-offs based on evidence, capacity, value, dependencies and risk.
- Partner with Design and Research to create simple, accessible and trustworthy experiences for customers with different levels of financial literacy.
- Coordinate releases, operational readiness, customer communication, support playbooks and post-launch monitoring.
- Remove delivery blockers, manage dependencies and create a strong cadence for discovery, experimentation, delivery and learning.
Risk, Compliance and Customer Trust - Partner early with Legal, Compliance, Risk, Information Security, Data Privacy, Internal Control and Operations throughout discovery and delivery.
- Ensure journeys and communications comply with applicable capital-market requirements, KYC, AML/CFT/CPF, data-protection, and internal governance standards.
- Protect suitability, transparency and informed customer choice; ensure fees, risks, returns and product terms are presented clearly.
- Define and monitor guardrail metrics covering complaints, failed transactions, fraud, reversals, operational incidents, suitability concerns and customer harm.
- Maintain appropriate documentation, approvals, experiment records and audit trails.
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