Sherman Song Cheng En
Product / Portfolio Manager
Singapore
Summary
Seasoned payments professional with extensive experience in product management and credit card portfolio strategy. Expertise covers consumer and commercial cards, playing a key role in developing and managing products to drive customer engagement, profitability, and portfolio growth. Deep experience in consumer credit card portfolio management, focusing on revolvers, installment products, and recurring bill payments. Additionally, a deep understanding of the commercial payments landscape, delivering relevant and effective business expense management solutions to corporates. Strong track record of effectively managing internal and external stakeholders, collaborating with cross-functional teams to enhance product offerings, streamline processes, and ensure regulatory compliance. Ability to navigate partnerships with external stakeholders has contributed to the successful execution of strategic initiatives, bringing a strategic mindset to drive innovation in credit products for enhanced customer experiences and business outcomes.
Overview
12
12
years of professional experience
9
9
years of post-secondary education
Work History
Portfolio Manager
UOB
11.2022 - Current
- Manage and enhance UOB SmartPay, ensuring competitive positioning in the market.
- Develop and implement strategies to drive customer adoption and usage, such as data-driven targeted campaigns and media strategies, leading to up to 32% YoY growth in billings.
- Analyze customer spending behavior and transaction data to refine targeting strategies.
- Optimize product features, pricing, and promotions to maximize customer value and profitability.
- Collaborate with internal teams (marketing, risk, operations, and technology) to ensure seamless execution of initiatives.
- Collaborated with internal teams to enhance UOB SmartPay offerings, enabling targeted pricing strategies and enhanced capabilities.
- Oversee the development and performance of installment payment plans (IPP) across different customer segments.
- Identify opportunities to expand IPP offerings, including tenure options and merchant partnerships.
- Drive customer engagement through promotional campaigns and strategic incentives, achieving 12% YoY growth in billings.
- Work with risk, finance and acquiring teams to ensure sustainable profitability while balancing credit risk.
- Monitor key metrics such as take-up rates, repayment behavior, and overall portfolio performance.
- Develop initiatives to increase the adoption of recurring bill payments via credit cards, achieving 7% YoY growth in recurring billings.
- Target with key billers (utilities, telecom, insurance, streaming services, etc.) to create incentives and seamless integration.
- Implement customer education and awareness campaigns to promote the benefits of automated payments.
- Optimize processes to enhance the customer experience, reducing friction in setup and ongoing management.
- Track and analyze recurring payment trends to drive future enhancements and engagement strategies.
- Identify and execute strategies to optimize fee income while maintaining customer satisfaction.
- Monitor and manage key revenue streams, including finance charges, late fees, and instalment plan charges.
- Conduct competitive benchmarking to ensure fees remain market-aligned while driving profitability.
- Analyse and implement sustainable fee waiver structure and framework to maintain customer satisfaction while balancing profitability.
- Work with compliance and regulatory teams to ensure all fee structures adhere to industry standards and guidelines.
Portfolio Pricing Manager
Citibank
09.2021 - 11.2022
- Responsible for the successful launching of cards portfolio campaigns to grow revolving base and cards ENR.
- Analyzed data from past campaigns and relevant data points to construct a viable campaign business case. (Average net spend, response rates, spend patterns, etc)
- Crafted marketing briefs to creative agencies that communicate vision as well as key metrics for campaign success.
- Oversaw the launch of marketing communications on both digital as well as traditional channels.
- Acted as liaison to the various technical and business teams.
- Managed the overall consumer cards portfolio, monitoring the various income streams to determine profitability.
- Monitor market prices, interest rates and conditions to ensure the bank’s pricing structures and fees are at market levels.
- Prepared quarterly reports to ensure all internal systems are performing fee calculations and interest calculations as per what is expected.
Commercial Cards Product Management
DBS Bank
11.2018 - 09.2021
- Managed a portfolio of 9 commercial card products that catered to the needs of various company sizes, ranging from SMEs to MNCs.
- Defined each product’s value proposition, target market, key features and business goals.
- Crafted key product features that met the needs of different industry segments to drive usage and increase billings, leading to income growth of 25% year on year for both credit and debit card portfolios.
- Used data available to define the strategy, cost/benefit analysis and delivery timeline for new initiative business cases before presenting them to senior management for sign-off.
- Worked with creative and media agencies to roll out social and digital media campaigns that promote new product offerings and benefits to spend lift current customer base as well as to drive acquisitions, leading to a 12% year on year growth in acquisitions.
- Worked with Business Analytics teams to analyze campaign data to measure effectiveness and learn lessons that drive future campaigns.
- Managed key partnerships with vendors and partners that help to provide better privileges and benefits to our cardholders, both driving billings for us while at the same time providing incentive for our partners to run new initiatives with us.
- Co-ordinated with cross-functional platform teams to ensure timely implementation of new product enhancements that fix current gaps in the customer journey or improve the customer journey by providing better services.
- Managed co-ordination with cross-functional teams on new product launches.
- Launched a new Visa Virtual Card product that catered to the travel and entertainment industry segments, giving them a better way to consolidate their payments onto one platform.
- Managed and Co-ordinated with cross-functional teams as well as Mastercard to launch a Mastercard In-Control Payment Platform that allows our customers to generate multiple single use card numbers, providing better security and control for our cardholders.
- Launched a new installment payment program for our cardholders to be able to split their large purchases into smaller payments to drive usage and move larger ticket items and business expenses onto a card platform.
- Partnered with Business Payment Service Providers to negotiate preferential rates that help customers put expenses such as rent or payroll that are usually not card accepting onto the card program.
Debit/ATM Cards Assistant Product Management (Contract)
DBS Bank
06.2016 - 11.2018
- Part of the team that worked on the introductory launch of the POSB UnionPay ATM Card to the work permit holder segment in 2016.
- Crafted and launched BTL communications to the work permit segment to encourage foreign cash withdrawals which, is a key KPI of the POSB UnionPay ATM Card.
- Launched educational campaign for work permit segment to learn the use of NETS FlashPay and encourage usage.
- Implemented newly revamped campaign to drive acquisition.
- Ran first activation campaigns for new to product customers.
- Involved in the running of targeted digital media campaigns to drive product awareness and usage.
- Involved in the relaunch of the DBS UnionPay Platinum Debit Card with a new value proposition.
- Worked closely with creative & media agencies to develop and implement an integrated digital campaign for the relaunch.
- Responsible for the fulfilment of rewards for various campaigns.
- Part of the team that launched and managed the DBS Visa Debit Card 'I See Five' campaign that drove contactless spend as well as encouraged less cash withdrawals.
- Involved in the 'Pay Like A Local Overseas & Online' joint campaign between DBS Multi-Currency Account and DBS Visa Debit Card to drive foreign spend as well as ecommerce FX spend.
- Worked closely with creative & media agencies to develop and implement a 360-marketing campaign.
- Launched a Virtual Reality social campaign that drove awareness for the DBS Visa Debit Card as well as the DBS Multi-Currency Account.
- Ran various campaigns to drive foreign spend, both online and face to face.
- Handling of any exceptional customer queries/issues that may arise.
- Involved in the launch and running of campaigns to drive contactless usage on Vending Machines.
- Worked with creative & media agencies for concept development and implementation of a foreign currency spend campaign on the DBS Lifestyle App that aims to drive foreign currency spend that launched in June 2018.
- Proposed and implemented new card mailers that replaced the need for a traditional physical card Welcome Pack.
- Responsible for the fulfilment of value proposition and tactical campaign rewards.
Bank Executive (Contract)
DBS Bank
02.2014 - 06.2014
- Responsible for monthly usage eDM/SMS.
- Ran various activation campaigns to drive usage for dormant customer base.
Intern
Civil Service Club
01.2013 - 06.2013
- Responsible for the entry of membership applications into the club system.
- Stationed at the customer service desk to manage any customer queries or application requests.
- Assisted in the running of any club events or activities.
Education
Bachelor of Business - Economics & Finance
Singapore Institute of Management – RMIT University
01.2016 - 01.2019
Diploma in Leisure & Resort Management - undefined
Temasek Polytechnic
01.2011 - 01.2013
GCE O’Levels - undefined
St. Andrew’s Secondary School
01.2006 - 01.2010
Skills
Data-driven decision making
Skills
Microsoft Word, Microsoft PowerPoint, Microsoft Excel, Qlikview
Timeline
Portfolio Manager
UOB
11.2022 - Current
Portfolio Pricing Manager
Citibank
09.2021 - 11.2022
Commercial Cards Product Management
DBS Bank
11.2018 - 09.2021
Debit/ATM Cards Assistant Product Management (Contract)
DBS Bank
06.2016 - 11.2018
Bachelor of Business - Economics & Finance
Singapore Institute of Management – RMIT University
01.2016 - 01.2019
Bank Executive (Contract)
DBS Bank
02.2014 - 06.2014
Intern
Civil Service Club
01.2013 - 06.2013
Diploma in Leisure & Resort Management - undefined
Temasek Polytechnic
01.2011 - 01.2013
GCE O’Levels - undefined
St. Andrew’s Secondary School
01.2006 - 01.2010
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