Head of Insights, Segmentation & Strategy

We are seeking an accomplished Head of Insights, Segmentation & Strategy to lead our customer insights, research, Voice of Customer, segmentation and analytics functions, driving a deeper understanding of customer needs, behaviours and experiences to shape customer strategies that support sustainable growth. This role will be offered as a 7-month fixed-term contract opportunity.
Reporting to the Group Head of Brand & Marketing, you will leverage customer, market and performance insights to inform strategy, shape customer priorities, identify growth opportunities and enhance customer outcomes. Partnering closely with senior leaders, you will translate complex information into clear, actionable recommendations that influence strategic priorities, investment decisions and business performance.

About the Role

This is an exceptional opportunity for a senior marketing, customer insights or strategy leader to make a meaningful enterprise-wide impact. Leading a high-performing team, you will champion a customer-led approach, ensuring customer needs, behaviours and experiences are embedded in strategic planning and decision-making across the business.
Drawing on deep customer and market insights, you will help shape organisational priorities, guide investment decisions and support sustainable growth, while ensuring the customer voice remains at the centre of the organisation's future success.
Your key responsibilities will include:

• Lead and evolve the Bank's Voice of Customer, Brand Health and customer research programs.
• Drive customer strategy, segmentation and priority customer cohort frameworks, embedding customer evidence into enterprise, divisional and marketing planning.
• Identify emerging customer needs, market trends, growth opportunities and customer experience risks.
• Lead acquisition funnel measurement and analytics to improve conversion, customer outcomes and sustainable growth.
• Oversee retention analytics and modelling programs to support customer engagement and long-term value creation.
• Deliver compelling insights and strategic recommendations to Executive and Board stakeholders.
• Direct customer, market and competitor research, ensuring findings are translated into meaningful business actions.
• Act as accountable data steward for customer and marketing data domains, ensuring robust governance, quality and controls.
• Oversee enterprise customer metrics, reporting standards and performance frameworks.
• Lead customer and brand performance reporting across Executive and Board audiences.
• Develop, coach and inspire a multidisciplinary team spanning customer insights, analytics, research and customer data.
• Partner across product, marketing, operations, technology, risk and transformation functions to deliver customer-led outcomes.
• Maintain strong risk management, compliance and governance practices across all areas of accountability.

About You
You are a strategic and commercially minded leader who thrives on turning customer insights into meaningful business outcomes. Combining deep expertise in customer strategy, analytics and research with a strong understanding of organisational priorities, you know how to translate complex customer and market data into clear, actionable recommendations that influence decision-making at the highest levels.
In this role, you'll provide trusted advice to senior leaders, Executives and the Board, while leading a high-performing multidisciplinary team across customer insights, research, analytics and customer data. Your ability to influence, collaborate and drive change will be instrumental in ensuring customer evidence remains at the heart of strategic planning and business growth.
You'll also bring:

• Extensive leadership experience across customer insights, analytics, customer strategy, segmentation, research or related disciplines.
• A proven track record of leading large, multidisciplinary teams and delivering enterprise-wide initiatives in complex organisations.
• Deep expertise in customer segmentation, Voice of Customer programs, customer experience measurement, acquisition and retention analytics.
• Strong analytical capability, with the ability to synthesise complex quantitative and qualitative insights into clear, commercially focused recommendations.
• Experience influencing and presenting to Executive and Board-level stakeholders.
• Sound knowledge of governance frameworks, performance measurement, data quality and risk management practices.
• Exceptional stakeholder engagement, communication and change leadership skills.
• Strong commercial acumen, with the ability to connect customer insights to growth, retention, customer value, financial performance and risk outcomes.
• Experience navigating matrix environments and building effective partnerships across diverse business functions.
• A genuine passion for developing high-performing teams and fostering an inclusive, collaborative and customer-centric culture.

Qualifications

A relevant tertiary qualification in business, marketing, behavioural science, economics, statistics, data and analytics, finance or a related discipline, or equivalent professional experience, is essential.
Why you’ll love working with us
People First Bank – our new brand – says exactly what we’re all about: people. We're committed to supporting and growing our team and creating an outstanding work environment.

• You’ll have access to financial and lifestyle benefits to support your success and individuality:
• Flexibility and hybrid working arrangements.
• Extend your salary with discounts on banking, health insurance, and shopping across Australia.
• Advance your career with training, study support, and project opportunities.
• Competitive leave benefits that empower employees to take time for themselves and loved ones.
• Wellbeing support with our Employee Assistance Program, wellbeing leave, mental health app, and mental health ambassadors’ program.
• Make a difference with paid volunteering, Workplace Giving, and diverse community initiatives.
• Be recognised for your contributions through our peer-driven recognition program.

A bit about People First Bank
In March 2023, People’s Choice and Heritage Bank merged to form Heritage and People’s Choice Limited - Australia's leading mutual bank. We are now on an exciting journey to bring together our products, services, and technology under a single brand - People First Bank.
We have over 700,000 members and 1,900 employees, with dual head offices in Adelaide and Toowoomba, an Australian-based contract centre and branches across five states.
With a vision ‘To deliver positive change through banking’, People First Bank serves members and contributes to the community, while offering an inclusive, flexible work environment. We’re big enough to make an impact; but agile enough to influence and do interesting work.
Apply online now
If this sounds like the kind of role where you’ll thrive, we’d love to hear from you. Click ‘Apply’ and submit your application, including a short cover letter and your current resume by 10:00am Friday, 9 October 2026.
Our diversity makes us stronger
People First Bank acknowledges the Traditional Custodians of Country throughout Australia and pays respect to Elders past and present. We are committed to fostering a diverse, inclusive and culturally safe workplace where everyone feels valued, respected and able to thrive. We welcome applications from Aboriginal and Torres Strait Islander peoples and people of all backgrounds, identities and lived experiences. We welcome requests for reasonable adjustments to ensure all candidates can participate fairly and confidently in our selection process.