Visaruj Itharat

Business Analytics

• To manage and support Wealth management products and Sales & Distribution (including Deposit, Investments, Bankassurance, Customer Segment)

Products view highlights

• Insurance - to revamp and embed Propensity model into telesales and RM leads
• Mutual funds - to monitor the Mutual Fund customers' Risk level profile mismatch
• Deposit - to track customers AUM movement (inflow/ outflow) among Deposits accounts, Investment accounts, and out of bank

Customer view highlights

• To work with Customer Segment, Business Finance and UOB Group Singapore to finalize the definition and methodology how to count customers who acquired via Traditional platform and Digital Platform
• Customers journey New signup performance by mob % penetration of Bancassurance on Saving account MOB Engage in the project merge Citibank To launch multiple campaigns to Cross-sell UOB Saving account to Citi Card base To review the UOB Citi dashboard - from many views eg

Engage in the project merge Citibank

• To launch multiple campaigns to Cross-sell UOB Saving account to Citi Card base
• To review the UOB Citi dashboard - from many views eg. acquisition, attrition, overlap, product holding, %penetration
• To track Citi customer who moved their money to UOB
• To create Deposit and Mutual Funds dashboards for Bankwide Command Center

PFS CRM

• To manage the team and to co-ordinate with Senior Management, Product Managers, Area managers, and Sales team leaders to ensure the success of cross-sell and up-sell campaigns in term of AUM and Fee income.

Campaign Management

• Includes Privileged Banking (PVB) and/or Wealth Banking (WB) Sign Up, Cross-sell and up-sell Life Insurance (partnership with Prudential Thailand), Cross-sell and up-sell Mutual funds, Welcome call for New Customers, Deposit Maturity, etc. Campaigns’ result were tracked and summarized for lesson learnt accordinglyProvide the insight information for strategic decisions.

Data Analytics

• Include analytics of customer segmentation, customers’ transact at branches, customers AUM attrition, analytics for Tax saving for salaried customers (LTF/RMF, Insurance), Sellers sold Mutual Fund to a customer outside their own Portfolio, etc.
• Provide the regular and/or ad-hoc MIS Reports to Product Managers. The purpose of running the regular reports is mainly to monitor the ups and/or downs of the business key drivers

• To setup the Data Management Council to engage the related parties for the purpose of improving the data quality across all business functions in the organization To perform the End to End data integrity execution includes data clean up, periodically data quality monitoring and re-emphasize the maker/checker process

• Business Subject Matter Expert Enterprise Data Warehouse NextGen - to work closely with Japan Data Warehouse user teams including Project Management, Decision Management, Risk Management, Collection, Merchant, Fraud, and Technology to setup testing plans and to execute those plans effectively in order to launch the new Data Warehouse on time

Manage, execute, track, analyze all the campaigns for acquisition, portfolio and retention across all products including

• Credit cards
• Ready Credit
• Diners
• Wealth Management
• Deposits
• Personal Loans
• Mortgages

And work closely with Senior Management, Product Managers, and Sales team to ensure the success of all campaigns in term of profitability

Acquisition Campaigns

• Behavior base segmentation for both inbound and outbound Cross-selling and pre-embossed
• External Prospect Purchase Segmentation for high response and high profit
• Maximize use of Partnership database (The Mall Department Store, Makro Supercenter, and Thai Airways) for acquisition of Citi Credit cards, Ready Credit, and CitiGold
• Calculation of Surrogate income derive from Partners databases
• Customer early engagement through Welcome calls, utility-bill, Loan on Phone, Activation program, and Relationship Managers call to CitiGold

Portfolio Management campaigns

• Built Customer level profitability (CNR, NCM, RAR)
• CitiGold Engagement model base on the customers' risk profile
• Financial Analytic applies to Credit Line Management Strategy
• Credit line increase: work closely with Risk Management and Product Managers to gain consensus on targeting, pricing, and financial P&L dynamics of the following actions:

- Constraint & unconstraint test

- Upside down waterfall analysis - for eligibility expansion

- CLI for specific segments

- One time catch up

- Income update

• Continuous marketing for Utility-bill, Paylite Conversion, Time Deposits & BE, renewal, Mutual Funds, Loan on Phone embedded with response model and expected profit
• Behavior base segmentation Card Upgrade
• Implementation of Attrition Model and several proactive actions to prevent attrition including Fee Based card types, Conditional Fee Waive card types, and Free-Fee card types
• Loan on Phone Unified Sales Force - a combination of teams to sell the LOP for both credit cards and ready credit with the revision of the sales commission scheme
• Customers Contact Management & contact protocol
• Expansion of distribution/communication channels
• Expansion of Marketable customers universe
• Healthy balance sheet growth - partner with Risk Management to reduce the bad segments by exclude the identified risky segments from the campaigns

Usage and PayLite Campaigns

• Cross borders retail spending
• RFM model for usage and Paylite promotions
• Proactive Sales Management (PSM)
• Retail spending triggers
• PayLite Response model implementation

Other Assignments/projects

• Automation of recurring marketing promotions/campaigns
• Leverage success for competitive advantage
• Customer Depth Ratio analysis
• Product Depth Ratio analysis

Cards Business Analyst

• Analysis of the penetration of premium segments ie
• Platinum and Gold card
• Marketing spend optimization initiatives - Jump Retail spending
• Citibank Rewards analysis
• Sales Delinquency Analysis for activation programs and increase spending
• Bank of Thailand (minimum payment increase and interest rate cap) regulations impact analysis, sizing, and monitoring
• MIS reports for Acquisitions and Portfolio

Business Analyst

• Cards Acquisition
• Product profitability Report by customer segments
• Business Key drivers by Month on Book to set Plan
• Analysis of Liabilities product including Time deposit, Savings, and Current accounts
• Analysis of Customer segmentation
• Evaluate the success of Marketing promotion by using Pre-Post Promotion Analysis

• Responsible as a leader for launching of the Enterprise Data Warehouse NextGen for Citibank Indonesia.

• Early Activation
• Cross-sell Cards to Liabilities base
• Lifestyle segmentations
• LOP early payoff analysis

• Develop Deposit program for Siam Commercial Bank Co-ordinate with Partner from Singapore

• Develop programs by using FoxPro to support Securities trading.