Director, Personal. & Cust. Lifetime Value

Create Your Best Future — Join the Westpac Chief Brand and Marketing Office as Director, Personalisation, Customer Lifetime Value & Base Management

What’s the role?
As Director, Personalisation, Customer Lifetime Value (CLV) & Base Management, you will architect and operationalise a data-led strategy to maximise customer value across Westpac’s Consumer and Business portfolios. This role blends applied data science, experimentation frameworks, and Martech orchestration with commercial leadership to deliver scaled, personalised experiences that drive lifecycle growth, retention, and cost efficiency.

You’ll be responsible for the end-to-end customer base management program, personalisation roadmap, and enterprise CLV activation — embedding advanced modelling and decisioning into campaign targeting, servicing, and product engagement.

Key responsibilities include:

• Develop and embed a scalable CLV framework across Consumer and Business segments, integrating with marketing, product, and service design to inform acquisition, growth, retention, and win-back strategies.
• Lead customer base management (CBM) with a focus on real-time segmentation, opportunity sizing, treatment selection, and contact governance across outbound and digital channels.
• Establish a technical personalisation roadmap, aligning ML-driven propensity models, behavioural segmentation, and real-time event signals within enterprise Martech and channel ecosystems.
• Stand up a centre of excellence for experimentation, enabling scalable A/B and multivariate testing across channels and campaigns, with statistically robust design and control group governance.
• Lead attribution strategy development, including multi-touch attribution (MTA), marketing mix modelling (MMM), and data-driven attribution (DDA), ensuring closed-loop measurement of marketing effectiveness.
• Define KPIs that link base management and personalisation to revenue, cost-to-serve, and engagement lift, supported by automated performance dashboards and test result repositories.
• Collaborate with Risk, Data, and Digital teams to ensure compliance with privacy and security standards (GDPR, CDR, CPS 234), while leveraging GenAI and machine learning for next-best-action decisioning and dynamic personalisation.

What do I need?

• Deep experience in customer analytics and lifecycle marketing, with hands-on expertise in CLV modelling, segmentation, propensity scoring, and decision-tree-based optimisation.
• Technical fluency in SQL and statistical programming languages (Python/R), with experience designing experiments, evaluating uplift, and interpreting model performance metrics (AUC, lift, precision/recall).
• Advanced understanding of attribution methodologies (MMM, MTA, DDA) and ability to bridge technical outputs with commercial decision-making.
• Familiarity with enterprise Martech infrastructure including Customer Data Platforms (CDPs), real-time decisioning engines (e.g., Pega, Adobe Journey Optimiser), and orchestration tools (e.g., Adobe Experience Platform, Salesforce Marketing Cloud).
• Solid knowledge of regulatory obligations and data governance principles, and applied experience with GenAI/ML in personalisation and model-driven arbitrage.

Why join us?

We’re obsessed with becoming our customers' #1 banking partner for life and we’re looking for people who are passionate about helping us achieve that goal. In return, we’re committed to making Westpac the best place to work in the country. Here are just a few of the ways we’re already doing that:

• Special offers on banking products and discounts from top brands, including generous employee-only mortgage rates!
• Flexible work arrangements to help you achieve a greater work/life balance, and a variety of leave options including Culture, Lifestyle and Wellbeing leave. 
• Tailored learning and development opportunities to help your grow your career within the bank. 
• Lots of opportunities to ‘give back’ to the Community by getting involved in our many volunteering initiatives.

Create your future today

To get started, simply click on the APPLY or APPLY NOW button

We’re all about creating a supportive and inclusive community. We welcome everyone – no matter your age, gender, background, or abilities. We also provide additional support to welcome our veterans, Indigenous Australians and neurodiverse community.

If you need any adjustments during the recruitment process, you can find out more information and additional contact details by visiting the "People with Disability and/or needing Accessibility Requirements" page on our website.