Head of Digital Acquisition & Growth

Role: Head of Digital Acquisition & Growth

Location: Abu Dhabi

Role Purpose:

• Overall responsible for managing and growing ADIB’s Digital segments and associated products (Digital Onboarding & Cross Selling).
• Responsible for the business targets for Digital Acquisitions.
• Develop and execute customer value proposition, campaigns and initiatives for Retail Segments to successfully acquire new to bank business, increase cross sell ratio and increased digitization of customer segment for product fulfillment. 
• Leverage ADIB’s Product, Digital Factory, Distribution and Marketing teams for the growth and sustainability of the Digital Segments.

Key Accountabilities of the role:         

Responsibilities:

Digital Acquisition & Growth:

• Manage P&L and balance sheet targets for digital onboarding & Amwali, including product development and enhancement ownership for new and existing product offerings of all digital segments & associated liability products. 
• Drive digital sales initiatives to increase online and mobile customer acquisition and retention.
• Develop & implement initiatives to cross attract new-to-bank sales and new salary relationships 
• Launch innovations for digital onboarding (product, process, proposition enhancements, backlog implementation)
• Manage in-funnel tele sales team performance.
• Lead and mentor the in-funnel team, fostering a culture of innovation, collaboration, and continuous improvement.
• Drive the innovation and ongoing improvement of customer proposition and experience. 
• Manage Customer Value & Lifecycle, ensure seamless communication and positioning of campaigns/programs to customers via internal stakeholders in ACE, Digital, Marketing, Product, Distribution.
• Establish and manage third party relationships partnering on various customer segment initiatives/campaigns.
• Manage, optimize, and improve the performance of the journey experience and conversion rates by reducing drop off rates.
• Work cross functionally with a wide variety of stakeholders from the Digital & Marketing teams.
• Strong commercial acumen and experience of managing budgets including knowledge and practice of managing & reduce CPA costs, improve Customer Life Cycle value etc.

Internal Controls, Risk and Strategic Direction:

• Highlight gaps in Internal risk & control process to ensure better audit preparation.
• Ensure that governance frameworks and controls are being considered thoroughly and maintained throughout
• Provide strategic direction in rolling out product/process for digital onboarding programs.
• Liaise with relevant internal and external stakeholders to help implement the system changes required to drive the strategic initiatives. 
• Ensure all ADIB policy guidelines should be adhered to
• Represent the business at decision making forums internally and externally as may be required

Research:

• Engage with internal and external stakeholders to conduct relevant Market Research studies for digital onboarding.

Specialist Skills / Technical Knowledge, Technical Competencies Required for this role:

• An understanding of the UAE Banking Sector in general & Retail Banking operations in specific
• Business background – solid understanding of market trends, ROI-generation, and business mechanics
• Good knowledge of UAE Banking practices, Regulations and Risks
• Program management and integration experience.
• In-depth knowledge of Digital Banking/Fintech ecosystem in general and payment solutions including product development, distribution, marketing, and risk. 
• An understanding of the fintech ecosystem in general and payments & marketplaces in specific.
• Strong reporting and analytics skills, with the ability to produce clear explanations for performance both to the wider team and senior leadership.

Previous experience:

• Bachelor's degree in business administration, marketing, or a related field; advanced degree preferred.
• Minimum of 10 to 15 years of diversified Retail Banking or Fintech experience in Digital Sales & Products.
• Proven track record of successfully managing and driving customer-centric programs.