Head of Products and Value Proposition - Business Banking

Role : Head of Products and Value Proposition - Business Banking
Location : Dubai

Role Purpose:

Develop products strategy and commercialization of business banking solutions that focus on SME customers’ needs while optimizing the revenue, cost savings, and customer experience initiatives. In addition to leading the articulation and execution of segmentation, value propositions, pricing, and go-to-market plans. The role encompasses the following:

• Strategy development, improvement, and implementation
• Product development and value proposition enhancement
• Segment management and commercialization
• Cross-Selling & product penetration:
• Digital transformation
• Collaboration with fintech and ecosystem partners.
• Adoption of emerging technologies:
• Continuous innovation
• Customer experience enhancements
• Training and sales support

Head of Products and Value Proposition is accountable for managing the full product lifecycle while ensuring that the products are offered in harmony with effective and efficient customer’s journey, which require thought leadership in partnership with BBD, GTB, Channels, ITD, Operations, Marketing, Sharia, Compliance, ICD, Vendors, Government Entities, etc.

KEY METRICS:

• Revenue: BBD top line revenue across all products lines (NRFF and Fee Income)
• Development: Manage system changes and projects of BBD
• Commercialization: Define business opportunities and provide sales support deliverables
• Migration to digital channels: Increase ADIB Direct customer’s utilization and increase digital onboarding
  
  

Key Accountabilities of the role

Strategy Development, Improvement, and Implementation

• Develop the strategic vision and aspirations as well as drive strategic imperatives.
• Identify, analyze and prioritize growth opportunities for the business.
• Define, drive and monitor the strategic projects portfolio.
• Monitor progress against priorities and recommend any required shifts in the strategy.
• Analyze segments, sales and channels performance in order to develop new or fine-tune existing segment strategies.

Product Development and Value proposition Enhancement

• Manage and enhance pricing and offerings of business liabilities & cash fees (across BBD segments), business finance products (under SBF/ Tier 0 - excluding GTB products), to ensure they compete effectively.
• Own and develop the range of products offered to business banking customers via alternative channels.
• Conceptualize new product ideas and evaluate them objectively from a market and financial standpoint.
• Working closely with BBD to explore, identify and qualify/quantify new solution that could materially impact positively Business Banking customers, based on eligibility and proper segmentation.
• Develop and drive specific commercialization activities creating tools to support Business Banking sales effort.
• Develop frameworks, processes, and models to support the activities of the BBD strategies.

Segment Management and Commercialization

• Analyze markets and products to identify business opportunities and generate new business ideas
• Amplify ADIB Business value proposition and visibility through campaigns and promotions, and propose media campaigns and promotions for increased sales
• Initiate the B2B Marketing initiatives of Business Banking including communications, digital marketing campaigns, ATL marketing campaigns, webinars, events, and PR activities
• Ensure that all campaigns are well aligned to the Business Banking customer segments and marketing strategies
• Ensure adequate product visibility and manage the media planning and liaison with central marketing dept.
• Promote product awareness via appropriate external and internal communication, training, and marketing collaterals
• Continuously track the market trends and identify customer needs and build profitable proposition to address the segment needs.
• Ensure customer insights are utilized effectively to build strategic and tactical direction of the product strategy.
• Analyze markets and products to identify business opportunities and generate new business ideas.
• Recommend pricing and charges based on market analysis while ensuring it is consistent with the product strategy.

Drive Continuous Innovation:

• Foster culture of innovation by encouraging cross-functional collaboration and agile methodologies to accelerate the delivery of impactful digital solutions.
• Stay ahead of evolving market trends, regulatory requirements, and customer expectations to ensure Business Banking proposition remains competitive and future-ready.

Enhance Customer Experience

• Focus on delivering customer-centric onboarding experiences that cater to the unique needs of SME clients.
• Implement feedback loops and continuous improvement mechanisms to adapt products and services to evolving customer demands.

Training and Sales Support

• Provide regular product training to Business Banking front-liners, RMs and Sales.
• Communicate products, delivery channels updates, ensuring clear understanding of product capabilities across various customer touch-points, including sales, relationship managers, implementation, etc.

Enhance Cross-Selling & Product Penetration:

• Develop and implement data-driven cross-selling strategies to increase product penetration across the SME client base.
• Identify and lead cross-selling opportunities based on eligibility and most responsive profiles.
• Leverage channels to identify cross-selling opportunities, recommend relevant solutions, and enhance wallet share.
• Collaborate with sale and relationship management teams to design offerings that cater to SME client needs.
• Track performance metrics and continuously optimize cross-selling campaigns to achieve revenue growth targets.

Lead Digital Transformation:

• Drive end-to-end digital initiatives for SME Customer onboarding journeys with focus on efficiency, scalability, and a seamless customer experience
• Digitize key touchpoints across SME customer lifecycle, ensuring seamless integrations with digital channels

Collaborate with Fintech and Ecosystem Partners:

• Partner with leading fintechs, licensing bodies, and ecosystem players to co-create innovative solutions that enhance customer onboarding and product accessibility.
• Leverage strategic collaborations to streamline processes, improve compliance and risk management frameworks.

Adopt Emerging Technologies:

• Integrate advanced technologies such as AI, machine learning, open banking, etc.
• Utilize data analytics to optimize processes, reduce turnaround times, and improve the over customer journeys.
  

Specialist Skills / Technical Knowledge Required for this role:

• Post graduate degree from a reputable institution in addition to any Specialized certification preferably in one of the related domains such as in cash management, project management, etc.
• Strong understanding of transaction banking solutions that suit Business Banking Segments.
• Team management experience with ability to mentor, coach and motivate a team of product managers.
• Entrepreneurial ability and energy to visualize, develop and execute plans.
• Ability to work comfortably with different cultures, backgrounds and skills.
• Excellent verbal and written communication skills.
• Experience in managing a portfolio of complex projects, business initiatives and transformation programs.
• Proven ability to influence cross-functional teams without formal authority.
• Strong written and verbal presentation skills, particularly in synthesizing large amounts of information into concise messaging for executive management consumption.
• Bilingual is preferred but not a must (English, Arabic).