Edwin Lee

Experience

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  Prudential Assurance Company Singapore

  Jan 2012 - Jul 2013

  Wealth Management Advisor

  - Developed financial strategies to establish financial goals, matching goals to the client's situation by gathering information to formulate the appropriate financial plans through a needs-based approach.

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  Deutsche Bank

  Jul 2013 - Jun 2014

  Officer, Cash Management and Global FX & Payments

  - Processed daily inwards and outwards transfers, including FX and high-value payments.- Collaborated with various business units to provide support for corporate clients.- Prepared MAS and audit trail reports for daily submission.

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  DBS Bank

  Jun 2014 - Jun 2016

  Analyst, Customer Journey for Cards and Unsecured Lending

  - Provided tailored customer service for DBS Treasures and Private Banking individuals.- Achieved desired SLA through effective communications and first call resolution.

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  CIMB Singapore

  Jul 2016 - Sept 2019

  -Led key digitisation strategies to digitise CASA and FD acquisition to achieve straight-through banking objectives. - Identified, strategised and developed appropriate tactical campaigns and engagements to drive customer acquisitions and deposit balances.- Strategised and launched below-the-line campaigns and customer engagement to win back detracting customers as part of the anti-attrition strategy.- Commercialised CIMB FastSaver through strategic alliances with key partners like “Sompo Insurance, Lazada, Pratunam Group and Chan Brothers” and above-the-line campaigns such as CIMB FastSaver Travel Draw.- Analysed market trends using internal and external data to ensure sustainable competitive advantage through appropriate pricing against competitors.- Developed customer journey via moment mapping to identify pockets of opportunities to cross-sell and up-sell customers to increase product holdings and primacy.- Managed deposits P&L to achieve top-down financial objectives.- Developed materials for products and campaigns training/briefing to new and existing staff. Show less

  • Assistant Manager, Deposits & Payments Product Management

    Mar 2019 - Sept 2019

  • Executive, Deposits & Payments Product Management

    Jul 2016 - Mar 2019
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  HSBC

  Sept 2019 - now

  - Managed annual business and marketing budget to achieve profit maximisation.- Managed cards’ portfolio to meet business objectives by ensuring Y-O-Y growth in sales and customer engagements.- Established strategic alliances (Local and Regional) to increase card usage, brand awareness and product visibility.- Led notable campaigns such as Lunar New Year, Spring, Mid-Year, Mid-Autumn and HSBC WOW on Weekend.- Collaborated with key stakeholders across Retail Bank, Digital, Marketing, Technology, Decision Science, Compliance and Legal teams to deliver the relevant business activities.- Initiated and developed new UI and UX for cards usage microsite.- Streamlined various BAUs processes for customer engagement and customer journey- Assessed the effectiveness of the current strategic partners for renewal decision-making.- Established more than 50 partnerships across different categories like dining, travel, leisure and retail.- Developed customised journeys for domestic and international customers to engage with campaigns and triggers to increase activity level and primacy. Show less

  • Strategy & Governance, WPB South Asia and Southeast Asia Chief of Staff Office

    Jul 2024 - now

  • Vice President, Transactional Banking Product Management

    Feb 2022 - Jun 2024

  • Assistant Vice President, Credit Cards Partnership and Product Management

    Sept 2019 - Jan 2022