Homes Proposition Design Manager, Dublin

📍 Job Overview

Job Title: Homes Proposition Design Manager

Company: Allied Irish Bank (AIB)

Location: Dublin, Ireland

Job Type: Full-Time

Category: Product & Proposition Development / GTM Strategy

Date Posted: May 13, 2026

Experience Level: 5+ Years

Remote Status: Hybrid

🚀 Role Summary

• Lead the end-to-end design and development of innovative customer propositions specifically within the Homes sector.

• Champion customer-centricity and innovation by applying Design Thinking principles and the Desirable, Feasible, Viable (DFV) framework.

• Drive proposition concepts from initial ideation through to high-level feasibility assessments, ensuring alignment with business strategy and customer needs.

• Foster strong collaboration across various internal departments and external partners to ensure comprehensive proposition design and development.

📝 Enhancement Note: This role is positioned within the Chief Customer Office (CCO) and focuses on the strategic design of customer offerings in the Homes sector. It requires a blend of strategic thinking, customer empathy, and cross-functional leadership, indicating a significant impact on AIB's go-to-market strategies for its housing-related products and services. The emphasis on DFV suggests a structured innovation process aimed at ensuring desirability, feasibility, and viability before significant investment.

📈 Primary Responsibilities

• Spearhead the conceptualization and design of end-to-end customer propositions tailored for the Homes sector, translating customer insights into actionable concepts.

• Facilitate Design Thinking workshops and methodologies, including customer research, problem definition, journey mapping, ideation sessions, and rapid prototyping.

• Conduct in-depth qualitative and quantitative research to uncover customer needs, behaviors, pain points, and market opportunities within the Homes segment.

• Collaborate closely with research, digital, data, marketing, sales, and service teams to gather insights and ensure proposition alignment with commercial objectives and customer value.

• Perform continuous competitor tracking and global best practice benchmarking to identify emerging trends and inform strategic proposition development.

• Implement iterative proposition testing and feedback loops to refine concepts based on customer input and experimentation.

• Develop compelling proposition narratives, clearly articulate value propositions, and construct robust business cases to secure stakeholder buy-in and approvals.

• Champion the DFV (Desirable, Feasible, Viable) model, guiding cross-functional teams, including Retail, Capital Markets & UK colleagues, finance, IT, risk, and compliance, through the evaluation and shaping of propositions.

• Conduct high-level feasibility assessments and contribute to business case development in partnership with key internal stakeholders.

• Ensure all designed propositions align with regulatory requirements, brand strategy, and existing operational capabilities.

• Influence and contribute to the strategic roadmap development by providing insights from proposition design to the Head of Propositions and senior leadership, informing business planning and investment decisions.

• Guide propositions through relevant governance forums, ensuring compliance and strategic alignment.

📝 Enhancement Note: The responsibilities highlight a deep dive into proposition development, emphasizing the entire lifecycle from ideation to governance. The explicit mention of collaboration with Retail, Capital Markets & UK colleagues, along with finance, IT, risk, and compliance, underscores the cross-functional nature and the need for strong influencing skills to navigate complex organizational structures and ensure successful proposition adoption.

🎓 Skills & Qualifications

Education: While specific educational qualifications are not listed, a strong background in business, marketing, design, or a related field is typically expected for this level of role.

Experience: Minimum of 5 years of proven experience in proposition design, product development, or a similar strategic role, preferably within financial services or the Homes market.

Required Skills:

• Proven track record in proposition or product design, with a specific focus on the Homes market.

• Expertise in applying Design Thinking principles and innovation methodologies.

• Demonstrated experience in conducting customer research, customer journey mapping, and rapid prototyping.

• Strong understanding and practical application of the DFV (Desirable, Feasible, Viable) innovation framework.

• Excellent storytelling, presentation, and communication skills with a proven ability to influence senior stakeholders and drive decision-making.

• Strong commercial acumen with the ability to assess early-stage business viability and develop compelling business cases.

• Experience managing projects through ideation to feasibility assessment within agile and cross-functional environments.

• Exceptional team collaboration and stakeholder management abilities, with a consistent customer-first mindset.

Preferred Skills:

• Knowledge of agile methodologies and their application in product/proposition development.

• Experience with competitor tracking and international market benchmarking.

• Familiarity with financial services regulations and compliance frameworks.

• Experience working within a Chief Customer Office or similar customer-centric function.

📝 Enhancement Note: The emphasis is on practical experience and demonstrated skills in proposition design and innovation frameworks, particularly Design Thinking and DFV. The requirement for 5+ years of experience, coupled with the need to influence senior stakeholders and manage cross-functional teams, positions this as a mid-to-senior level role within the GTM or product strategy domain.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing end-to-end proposition design projects, clearly illustrating the application of Design Thinking and the DFV framework.

• Case studies demonstrating successful customer research, journey mapping, ideation, and prototyping phases.

• Evidence of developing compelling value propositions and business cases that led to stakeholder approval and progression of initiatives.

• Examples of how customer feedback and iterative testing were incorporated into proposition refinement.

Process Documentation:

• Demonstrations of structured approaches to defining customer problems and ideation techniques used.

• Examples of how customer insights were translated into tangible proposition concepts and tested for desirability.

• Documentation of feasibility assessments and early-stage business viability evaluations.

• Examples of managing propositions through governance processes and securing approvals.

📝 Enhancement Note: Candidates are expected to provide tangible proof of their ability to design and progress propositions. The portfolio should not just list projects but critically, demonstrate the process used, the tools applied (like Design Thinking and DFV), and the outcomes achieved, particularly in terms of stakeholder buy-in and feasibility.

💵 Compensation & Benefits

Salary Range: While a specific salary range is not provided, based on market research for similar Proposition Design Manager roles in Dublin, Ireland, with 5+ years of experience in financial services, a competitive annual salary is estimated to be in the range of €70,000 - €95,000. This estimate considers the seniority of the role, the specialized nature of proposition design, and the cost of living in Dublin.

Benefits:

• Market-leading Pension Scheme

• Healthcare Scheme

• Variable Pay (Performance-based bonus)

• Employee Assistance Programme

• Family Leave Options

• Two Volunteer Days Per Year

• Hybrid Working Model

Working Hours: Standard full-time working hours are expected, likely around 40 hours per week, with flexibility offered through the hybrid working model.

📝 Enhancement Note: The salary estimate is based on general market data for specialized roles in Dublin; actual compensation may vary based on the candidate's specific qualifications, experience, and AIB's internal compensation structure. The benefits package is comprehensive, reflecting AIB's commitment to employee well-being and professional development.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services (Banking) - AIB is a leading financial institution in Ireland, offering a wide range of banking and financial products and services.

Company Size: Large (AIB is a significant employer in Ireland with thousands of employees). This size implies a structured environment with established processes but also opportunities for impact within specific divisions.

Founded: 1966. AIB has a long history, suggesting stability and a deep understanding of the Irish market, while also undergoing continuous modernization.

Team Structure:

• The role sits within the Chief Customer Office (CCO), reporting to the Head of Propositions.

• This implies a central function focused on understanding and serving customer needs across the bank.

Methodology:

• Customer-Centricity: A core value, driving all proposition and product development.

• Design Thinking & DFV: Formalized innovation frameworks are utilized to ensure customer desirability, business feasibility, and financial viability.

• Agile & Iterative Development: The role involves iterative testing and learning loops, suggesting an agile approach to proposition development.

• Data-Driven Insights: Insights from customer research, data teams, and market analysis are crucial for informing proposition design.

Company Website: https://aib.ie/

📝 Enhancement Note: AIB's established presence and focus on customer-centricity, combined with structured innovation methodologies like Design Thinking and DFV, create an environment where proposition design is a strategic, data-informed, and collaborative endeavor. The role's placement within the CCO reinforces its central importance to the customer experience strategy.

📈 Career & Growth Analysis

Operations Career Level: This role is a Managerial position within the Proposition Design function. It involves leading specific initiatives and projects, requiring significant autonomy and strategic input. It's a critical role for shaping future product offerings and customer experiences.

Reporting Structure: Reports to the Head of Propositions within the Chief Customer Office. This provides direct exposure to senior leadership and strategic decision-making within customer experience and product development.

Operations Impact: The role has a direct impact on AIB's competitive positioning and revenue generation within the Homes sector. By designing desirable and viable propositions, the manager influences customer acquisition, retention, and overall market share. The work is integral to achieving AIB's strategic objectives in the housing market.

Growth Opportunities:

• Specialization: Deepen expertise in Homes sector propositions, mortgage products, and associated financial services.

• Leadership: Potential to move into Head of Propositions or broader GTM strategy leadership roles, managing larger teams or portfolios.

• Cross-Functional Exposure: Opportunities to gain broader business understanding by working across diverse departments and potentially moving into related areas like Product Management, Marketing Strategy, or Digital Transformation.

• Strategic Influence: Grow influence on AIB's overall strategic direction for customer offerings in key markets.

📝 Enhancement Note: This role offers a clear path for career advancement within AIB's product and customer strategy functions. The emphasis on strategic impact and cross-functional collaboration provides ample opportunities for professional development and broadening one's business acumen.

🌐 Work Environment

Office Type: Hybrid working model, with a designated office presence at Molesworth Street in Dublin. This suggests a blend of remote work and in-office collaboration.

Office Location(s): Molesworth Street, Dublin. This is a central Dublin location, likely offering good accessibility via public transport.

Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on cross-functional collaboration suggest a dynamic workspace that encourages interaction, ideation, and team-based problem-solving.

• Tools & Technology: While not explicitly detailed, expect access to standard office productivity tools, collaboration platforms (e.g., Microsoft Teams, Slack), and potentially specialized design and research software relevant to proposition development.

• Team Interaction: Opportunities for face-to-face brainstorming, feedback sessions, and strategic alignment meetings with colleagues from various departments.

Work Schedule: A standard full-time schedule is expected, likely around 40 hours per week, with the flexibility offered by the hybrid model to balance work and personal life.

📝 Enhancement Note: The hybrid working model at AIB aims to blend the benefits of remote work (flexibility, focus) with in-office collaboration (team building, strategic alignment). Candidates should be comfortable working in a hybrid setup and actively engaging with colleagues both virtually and in person.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of CV and portfolio to assess experience in proposition design, Design Thinking, and the DFV framework.

• Hiring Manager Interview: Discussion focused on specific experience, leadership style, and understanding of the Homes market and AIB's strategic goals.

• Panel Interview/Case Study: Likely involves presenting a proposition design case study from your portfolio, demonstrating your approach to problem-solving, stakeholder management, and articulating value. This may also include a hypothetical scenario or challenge to assess strategic thinking and design capabilities.

• Stakeholder Interviews: Meetings with key cross-functional partners (e.g., from Retail, Digital, Marketing) to assess collaboration and communication skills.

• Final Round: Discussion with senior leadership (e.g., Head of Propositions, CCO representatives) to assess strategic alignment and cultural fit.

Portfolio Review Tips:

• Showcase Process, Not Just Output: Clearly articulate your methodology, from initial research and insight generation to concept development, testing, and feasibility assessment.

• Highlight DFV Application: Demonstrate how you applied the Desirable, Feasible, Viable framework to shape and evaluate propositions.

• Quantify Impact: Where possible, include metrics or explain the anticipated business impact and ROI of your designed propositions.

• Emphasize Collaboration: Showcase instances where you successfully collaborated with diverse teams and influenced stakeholders.

• Tailor to AIB: Briefly explain how your approach and experience align with AIB's values and strategic objectives, particularly in the Homes sector.

Challenge Preparation:

• Anticipate Case Studies: Prepare to present one or two strong proposition design case studies from your portfolio.

• Understand AIB's Context: Research AIB's current market position, key strategic priorities (especially in the Homes sector), and customer segments.

• Practice DFV Application: Be ready to discuss how you would apply the DFV framework to a hypothetical challenge or a past project.

• Prepare for Behavioral Questions: Be ready to answer questions about your leadership style, how you handle ambiguity, and your approach to stakeholder management, drawing on AIB's stated values (Customer First, Own the Outcome, Eliminate Complexity, Show Respect, Be One Team).

📝 Enhancement Note: The interview process is designed to evaluate not only technical skills in proposition design but also strategic thinking, collaboration, and alignment with AIB's core values. A well-prepared portfolio presentation is crucial for success.

🛠 Tools & Technology Stack

Primary Tools:

• Design Thinking Tools: Whiteboarding software (e.g., Miro, Mural), prototyping tools (e.g., Figma, Sketch, Adobe XD), customer research platforms.

• Project Management & Collaboration: Agile project management tools (e.g., Jira, Asana), collaboration suites (e.g., Microsoft Teams, Slack), presentation software (e.g., PowerPoint, Google Slides).

• Data Analysis & Insight Generation: Tools for analyzing qualitative and quantitative data (e.g., survey analysis tools, basic statistical software). While not explicitly listed, familiarity with CRM data or customer analytics platforms would be beneficial.

Analytics & Reporting:

CRM & Automation:

• Understanding of how CRM systems (e.g., Salesforce, although AIB's specific CRM is not mentioned) store customer data and how propositions might integrate with sales and marketing automation workflows.

📝 Enhancement Note: While specific tool requirements are not detailed, a strong candidate will be proficient in a range of design, research, collaboration, and project management tools. The emphasis is on how these tools are used to facilitate the design thinking and DFV processes, rather than mastery of a single platform.

👥 Team Culture & Values

Operations Values:

• Customer First: A foundational principle, ensuring all proposition designs are centered around meeting customer needs and delivering value.

• Own the Outcome: A proactive and accountable approach to driving propositions from concept to feasibility, taking responsibility for results.

• Eliminate Complexity: A drive to simplify processes and offerings, making them easier for customers and internal stakeholders to understand and engage with.

• Show Respect: Treating colleagues and customers with fairness and integrity, fostering a positive and inclusive work environment.

• Be One Team: Embracing collaboration and working cohesively across departments to achieve shared goals and deliver meaningful impact.

Collaboration Style:

• Cross-Functional Integration: The role demands active collaboration with diverse teams, requiring strong interpersonal skills and the ability to bridge different departmental perspectives.

• Insight Sharing: A culture that encourages sharing insights from customer research, market analysis, and testing to collectively shape propositions.

• Feedback-Oriented: An environment where constructive feedback is welcomed and utilized for continuous improvement of propositions and processes.

• Agile & Iterative: A willingness to adapt and iterate based on new information and feedback, characteristic of agile ways of working.

📝 Enhancement Note: AIB's values are clearly articulated and deeply integrated into their culture. Candidates should demonstrate how their work ethic and approach align with these values, especially "Customer First," "Own the Outcome," and "Be One Team," as these will be key to success in this collaborative role.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Innovation with Regulation: Designing novel propositions within the highly regulated financial services industry requires careful navigation of compliance and risk frameworks.

• Cross-Functional Alignment: Securing buy-in and aligning priorities across multiple departments (Retail, Capital Markets, IT, Risk, Compliance, Marketing) can be complex.

• Data Synthesis: Synthesizing diverse customer and market data into clear, actionable insights for proposition design.

• Early-Stage Ambiguity: Operating effectively in the early stages of ideation where information is incomplete and the path forward is not fully defined.

Learning & Development Opportunities:

• Deep Dive into Homes Market: Gain extensive knowledge of the mortgage and housing market dynamics, customer needs, and competitive landscape in Ireland.

• Advanced Innovation Methodologies: Further develop expertise in Design Thinking, DFV, and other innovation frameworks through practical application and potential training.

• Strategic Business Acumen: Enhance understanding of financial services strategy, business case development, and market viability assessments.

• Leadership Development: Opportunities to hone leadership skills through managing projects, influencing stakeholders, and potentially mentoring junior team members.

📝 Enhancement Note: The challenges presented are typical for a strategic role in a large financial institution. Successfully navigating these will provide significant learning and growth opportunities, particularly in strategic product development and cross-functional leadership.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you used Design Thinking to develop a customer proposition and what the outcome was." (Focus on process, customer insights, and DFV application).

• "How would you approach assessing the feasibility of a new mortgage product concept for AIB, considering regulatory constraints and IT capabilities?" (Demonstrate structured problem-solving and cross-functional thinking).

Company & Culture Questions:

• "How do AIB's values – Customer First, Own the Outcome, Eliminate Complexity, Show Respect, Be One Team – resonate with your professional approach?" (Prepare specific examples for each value).

• "What are your thoughts on the current trends in the Irish Homes market that could influence AIB's proposition strategy?" (Showcase market awareness and strategic thinking).

Portfolio Presentation Strategy:

• Structure: Begin with the business context/problem, clearly outline your methodology (Design Thinking, DFV), detail your key activities (research, ideation, testing), present the proposed solution/proposition, and conclude with the outcomes, impact, and lessons learned.

• Visuals: Use clear, concise visuals to illustrate customer journeys, prototypes, research findings, and business case elements.

• Storytelling: Frame your case study as a narrative, highlighting challenges, your role in overcoming them, and the value delivered.

• Q&A Readiness: Be prepared to answer detailed questions about your decision-making process, the data you used, and how you navigated trade-offs.

📝 Enhancement Note: Candidates should prepare to demonstrate not only their technical skills but also their strategic mindset, problem-solving capabilities, and alignment with AIB's culture and values. A strong portfolio presentation is key.

📌 Application Steps

To apply for this operations position:

• Submit your application through the AIB careers portal via the provided URL.

• Tailor your CV: Highlight experience in proposition design, Design Thinking, the DFV framework, customer research, and stakeholder management, using keywords from the job description.

• Prepare your Portfolio: Curate 2-3 robust case studies showcasing your end-to-end proposition design process, emphasizing your approach to customer insight, innovation, and business viability. Be ready to present these.

• Research AIB: Understand AIB's current strategy, its position in the Irish financial services and Homes market, and its core values.

• Practice Interview Responses: Prepare answers to common strategy, behavioral, and situational questions, drawing on your experience and AIB's stated values.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.