Product Owner, Activation Squad

I. Job Responsibilities

• Own the activation backlog from card delivery handoff, customer notification, activation instruction, PIN setup, first transaction and activation exception handling
• Reimagine activation journeys to reduce customer confusion, branch dependency, failed activation and dormant card build-up
• Translate customer, branch, contact center, operations, technology and risk pain points into prioritized user stories and sprint outcomes
• Define activation SOP, customer scripts, notification triggers, PIN reset flow, failed activation codes and follow-up rules
• Coordinate requirements across Branch, Card Center, Contact Center, Operations, Technology, Risk, CRM, mobile banking and card management system
• Prioritize fixes that improve activation rate, activation TAT, first transaction rate, contactability rate and inactive card reduction
• Work with issuance squad to ensure timely delivery handoff and usage squad to drive first transaction and early usage
• Monitor post-release performance using activation funnel data, failed activation reasons, complaints, branch feedback and KPI movement

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II. Measurement Indicators

• Activation quality: activation rate, failed activation rate, inactive card rate and first transaction rate
• Activation speed: delivery handoff to activation TAT
• Operations quality: exception backlog, case reopen rate, PIN reset TAT and manual support rate
• Customer experience: customer NPS for activation journey, customer effort score, activation complaint rate, contactability rate, contact center repeat call rate
• Control: authentication error rate, incorrect customer data rate and audit issue closure
• PBT contribution: controllable opex, manual support cost, risk cost, cost-to-serve, and benefit realization from activation uplift, first transaction uplift, and complaint reduction

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III. Key Qualifications and Experience

1. Education

• Minimum: Bachelor's Degree in Banking, Finance, Business Administration, Marketing, Digital Business, Information Systems or a related field
• Preferred: Master's Degree or MBA; Product Owner, CRM, lifecycle marketing or cards and payments certification preferred

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2. Experience

• 5–10 years in cards, payments, lifecycle marketing, CRM campaign management, digital sales, product management or retail banking transformation
• Over 3 years in retail banking or cards in Vietnam or comparable ASEAN market, working with multiple business units and departments
• Experience owning activation funnel, onboarding nudges, customer notification, PIN setup, first transaction, dormant card reduction and service recovery campaigns
• Led squad or working team of 5 to 8 FTEs

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3. Skillsets

• Strong understanding of card activation, customer notification, PIN setup, first transaction, dormant card and activation exception flows
• Deep knowledge of customer segmentation, contactability, CRM triggers, activation scripts, digital nudges, branch scripts and contact center scripts
• Working knowledge of mobile banking, CRM, card management system, contact center system, data mart and campaign dashboard
• Strong ability to diagnose activation breakpoints using multiple datapoints across the journey
• Ability to convert customer pain points into activation journeys, campaign rules, message content, SOP, acceptance criteria and release plan
• Solid control mindset across authentication, customer consent, data privacy, fraud, AML, sanctions, audit trail and operational risk

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4. Attributes

• Strategic mindset: balance fast delivery with scalable activation journeys
• Customer focus: understand customer, branch teller, contact center and card center pain points to simplify activation
• Stakeholder balance: build trusted relationships across Product, Risk, Operations, Technology, Branch, Contact Center, Compliance and vendors
• Drive results: translate activation priorities into OKRs, sprint outcomes, activation uplift, TAT reduction and complaint reduction
• Collaborate: work across issuance, usage and cross-selling squads to reduce handoff friction and improve early customer engagement

 

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