Head of Auto Finance B2C Business

The Head of B2C Business leads the team in identifying and acquiring the right customer targets, designing financial products that fit each target segment's needs and journey, and executing go-to-market strategies across digital and physical channels for new car, used car and car loan product. The role owns the full customer lifecycle — from awareness and acquisition through engagement and retention — ensuring products are built around real customer behavior at each touchpoint, with clear commercial outcomes by segment.

ROLES AND RESPONSIBILITIES

Customer Targeting & Acquisition

• Define target customer segments by analyzing demographic, behavioral, and financial profiles to identify high-potential pools for B2C lending products.

• Design and execute acquisition strategies across digital platforms, partners, and direct channels, tailored to each target segment's profile and touchpoints.

• Develop lead generation campaigns and conversion funnels, optimizing spend and channel mix to maximize customer acquisition volume and quality.

• Monitor acquisition performance by segment — including cost per lead, approval rate, and lifetime value — and adjust strategies and pricing accordingly.

Product Design Along Customer Journey

• Map end-to-end customer journeys for each target segment, identifying key decision points, pain points, and moments of opportunity.

• Design products and features that match customer needs at each stage of their journey — awareness, consideration, application, onboarding, and ongoing usage.

• Develop pricing structures and loan terms that are appropriate to each segment's risk profile, financial behavior, and willingness to pay.

• Translate customer insights and journey data into product enhancements, new propositions, and campaign messaging that resonate with each target.

• Work cross-functionally with risk, credit, operations, and technology teams to ensure product design is executable and meets compliance requirements.

Team & Performance Management

• Lead and develop the B2C team, building capabilities in customer segmentation, journey thinking, product design, and data-driven marketing.

• Set team targets by segment and product, monitor progress, and drive accountability toward business and profitability goals.

• Prepare management reports on acquisition performance, portfolio composition, and profitability by customer segment and product.

QUALIFICATIONS

• Bachelor's degree or higher in Economics, Business Administration, Marketing, Finance, Engineering or a related field.

• Minimum 5–10 years of experience in retail banking, consumer lending, B2C product management, or digital marketing.

• Proven experience in customer segmentation and designing products or propositions for specific target audiences.

• Deep understanding of customer journeys in financial services, including digital acquisition funnels and conversion optimization.

• Familiarity with regulatory requirements in consumer lending and financial services.

SPECIFIC KNOWLEDGE AND SKILLS

• Strong command of customer segmentation frameworks and journey mapping methodologies.

• Ability to translate customer and market data into product concepts, pricing strategies, and campaign briefs.

• Experience in risk-based product design and working with credit/risk teams on segment-level underwriting parameters.

• Strong leadership, stakeholder management, and cross-functional collaboration skills.

• Excellent communication and presentation skills, with the ability to influence senior stakeholders using data and insights.