Senior Associate, Digital Product Management, Consumer Banking Group

Business Function

DBS Consumer Banking Group is committed to helping customers achieve their financial goals across different life stages. As a leading bank in Asia, DBS offers a comprehensive range of products and services including deposits, investments, insurance, mortgages, credit cards, and personal loans. The focus is on delivering relevant financial solutions tailored to customer needs through innovation, technology, and data-driven insights.

Job Purpose

The Sr Associate - Digital Product Manager in the Digital Onboarding team will contribute to digital initiatives across retail banking products, with a focus on enhancing the digital onboarding experience for Savings Accounts. The role involves supporting the conceptualization, design, and launch of innovative financial products while enhancing customer experience and driving business growth.

Key Accountabilities

1. Product Development and Innovation

• Support the development and launch of customer-focused financial products, especially for Savings Account Onboarding.
• Collaborate with cross-functional teams to execute product strategies effectively.

1. Digital Transformation and Customer Experience

• Work with technology teams to enable digital-first solutions and seamless customer journeys for Savings Account Onboarding.
• Incorporate customer insights to improve product features and usability within the onboarding funnel.

1. Market Analysis and Strategy

• Conduct market and competitor research to identify trends and opportunities in digital onboarding
• Contribute to data-driven strategies that support product performance and business goals.

1. Stakeholder Collaboration

• Partner with teams including business, risk, legal and marketing to ensure compliance and alignment with organizational objectives.
• Build and maintain effective relationships with internal and external stakeholders.

Key Responsibilities

• Support the end-to-end lifecycle of digital onboarding products for Savings Accounts, including ideation, design, development, and go-to-market activities.
• Track the end-to-end digital onboarding funnel – from customer landing to account activation – monitoring conversion, funnel KPIs, and failure patterns at every step to improve customer experience.
• Write detailed Business Requirement Documents (BRDs) about practical product solutions, features, and fixes within the ambit of the regulatory framework and operational realities.
• Analyze customer acquisition data for the digital channel to identify process gaps, conversion leakages, and product interventions to improve funnel outcomes.
• Engage cross-functional stakeholders – including Platform, Technology, Operations, Compliance, Risk, and Design teams for timely delivery of product initiatives and process change implementation.
• Coordinate with QA and engineering to identify defects, severity classification, and resolution timelines.
• Track and document the status of product initiatives, open issues, and resolution timelines.

Education and Qualifications

• MBA (preferred)

Prior Experience

• 3-5 years of product management experience with at least 2 years in digital, fintech, or consumer banking products working on customer-facing journeys.
• Prior experience in a bank, payments company, or B2C fintech with regulated product flows is a plus.

Core Competencies

• Understanding of digital banking products is preferred.
• Strong analytical and problem-solving skills with a data-driven approach.
• Effective communication and stakeholder management skills.
• Customer-centric mindset with an emphasis on innovation.
• Ability to adapt and work in a dynamic environment.

Technical Competencies

• Proficiency in Excel, PowerPoint, and data visualization tools.
• Basic understanding of liability products and payments.
• Familiarity with digital platforms and customer journey design.

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