Digital Daily Banking & CASA Growth SME

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.