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 * Manage escalation paths, risk registers, and issue resolution across all workstreams * Build and maintain an analytical dashboard tracking daily logins, transaction frequency, CAS
Key Skills for This Role
Full Job Posting
• 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
• 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
• 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
• 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
- 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
- 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
• 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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