SME for Digital Daily Banking & CASA Growth

Key Responsibilities:

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 finalisation.

•       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 programmes for branch, telesales, contact centre, and digital teams on new propositions, processes, and compliance requirements.

•       Develop communication guidelines, sales scripts, and internal engagement materials.

Note: The candidate is expected to have a business-oriented background supported by strong IT understanding rather than being purely IT-focused.

Requirements

• Strong senior-level experience within banking or financial services.
• Proven expertise in banking strategy, transformation, or commercial optimization initiatives.
• Consulting background is strongly preferred, particularly in banking or financial services projects.
• Experience engaging with senior stakeholders and client-facing roles.
• Strong analytical, problem-solving, and communication skills.
• Ability to articulate complex banking concepts clearly and concisely.
• Riyadh-based or willing to work in Riyadh.
• Fluent in Arabic and English (written and spoken).