Digital Daily Banking & CASA Growth SME
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Key skills for this role
About the Role
Governance & Programme Management Coordinate and lead the cross-functional working group (CX, Digital, IT, Operations, Marketing, Retail, MIS, Compliance, HR, Finance). Define individual and team-wide KPIs; own the governance calendar including daily/weekly core team syncs and SteerCo cadence.
Key Skills for This Role
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1. Governance & Programme Management
- Coordinate and lead the cross-functional working group (CX, Digital, IT, Operations, Marketing, Retail, MIS, Compliance, HR, Finance).
- Define individual and team-wide KPIs; own the governance calendar including daily/weekly core team syncs and SteerCo cadence.
- Manage escalation paths, risk registers, and issue resolution across all workstreams.
- Build and maintain an analytical dashboard tracking daily logins, transaction frequency, CASA balance per customer, and customer engagement metrics.
2. Customer Segmentation & Value Proposition
- Analyse financial behaviours, balances, product usage, and transaction patterns of salaried and non-salaried segments.
- Benchmark daily banking propositions, features, and incentives at peer KSA banks.
- Design differentiated propositions for salaried, non-salaried, Gold, and Diamond tiers—including tailored savings/investment features, flexible transaction limits, digital onboarding, and virtual RM services for high-value segments.
- Conduct and synthesise customer interviews and focus groups to validate proposition attractiveness, relevance, and clarity.
- Lead cost-benefit analysis of proposed benefits for financial viability and strategic alignment.
3. Account Opening Transformation
- Map the current account opening journey; identify pain points, drop-offs, manual handoffs, and delays.
- Benchmark peer KSA account opening best practices and digital onboarding standards.
- Redesign a streamlined, digital-first journey—including the transition from the Verse youth mobile app to full retail banking.
- Oversee UX/UI build and IT requirements definition; govern end-to-end IT execution.
- Lead the pilot, measure adoption and turnaround times, and iterate before full rollout.
4. Digital Channel Enhancement
- Map digital banking customer journeys across mobile and web platforms.
- Identify and document UX/UI discrepancies, friction points, and missing daily banking features.
- Prioritise improvement opportunities by customer impact, implementation effort, and strategic importance.
- Develop detailed specifications for prioritised initiatives and conduct handoff sessions to mobile and web delivery teams.
5. Loyalty Programme
- Analyse customer login frequency, transaction types, volumes, and CASA balances to identify rewardable behaviours.
- Benchmark loyalty programme structures (points, cashback, tiered benefits) at peer banks.
- Design the rewards programme—defining earning/redemption mechanics, benefit tiers, and integration across the BAB ecosystem.
- Integrate the loyalty system with the Credit Card loyalty platform.
- Oversee pilot rollout; monitor adoption rates and refine based on feedback.
6. Bancassurance
- Define bancassurance objectives and align on the partnership/distribution model (exclusive vs. non-exclusive).
- Conduct market analysis and financial feasibility/ROI modelling.
- Lead partner identification, commercial negotiation, and agreement finalization.
- Manage SAMA regulatory approval process end-to-end.
- Oversee API and system integration for pre-sales, sales, and post-sales journeys.
- Ensure channel and staff readiness including training and regulatory certification for sales staff.
7. Capability Building & Communication
- Design and deliver training programs for branch, telesales, contact centre, and digital teams on new propositions, processes, and compliance requirements.
- Develop communication guidelines, sales scripts, and internal engagement materials.
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