Product Assistant Manager

7 days ago

Dubai, United Arab Emirates Emirates NBD Full time

**Job Purpose**:
This position will be responsible to:

- Manage the Cards Acquisition function from an end to end perspective of customer onboarding. This includes customer segmentation and selection, acquisition strategies development, market positioning, sales channel planning, customer experience and credit performance
- Work with the Head to Cards Business & Sales to identify gaps in the existing policies & processes and drive the digitization / process enhancements initiatives running for Cards Business
- Work with the sales channels to create channel strategies and cards acquisition plan. Build alternate, cost effective sales channels, including external partners for indirect sales
- Work with the Credit team to define the Cards Credit Policy for acquisition
- Work with the Finance/BPNA team to formalize Adhoc Business Plans to drive cards acquisition
- Maintain an up-to-date understanding of customers, competition and market trends and adopt measures accordingly to maximize profit or minimize any perceived risk

**Job Content**:
1.
**Product P&L**
- Run tactical campaigns for various products to enhance card acquisition and spends
- Review the competition and market trends, and develop new products with attractive value propositions and high expected profitability
- Review credit policies with the risk team and recommend appropriate changes when required, based on a risk-reward analysis
- Run tactical campaigns for various products to enhance customer engagement and card spends

2.
**Marketing and customer Communication**
- Manage the marketing budget and activities for the cards business
- Devise the ATL marketing strategy, including channel selection, campaign themes, collateral designs, frequency etc. Measure the effectiveness of the same
- Plan a systematic BTL communication calendar with the Marketing team based on product features, offers, and various promotions catered to the different spending seasons
- Review and continuously upgrade all customer communication - ATL and BTL - for quality and relevance
- Ensure that all cards related information is updated at all customer touch points at all points in time - website, collaterals, ATM screens, IVR, call center, branches etc

**3. Credit Card Sales**
- Devise cards sales strategy and set targets for various sourcing channels
- Regularly track sales channel performance - throughput, productivity, product mix, onboarding activation etc., and identify areas of improvement
- Optimize cost of acquisition through developing alternate channels, rationalizing incentive structures, and improving productivity
- Leverage X-sell opportunities by selling cards to other banking relationships in EI
- Tie-up with new partners to set up indirect sales channels. Design the end-to-end sales process for these partners in coordination with key units such as policy, operations and customer service

**4. Legal & Compliance**
- Ensure complete and proper documentation and approvals in place for all products, promotions, processes, partner tie-ups, terms & conditions, & customer communication legal & compliance approvals
- Ensure that all regulatory/Central bank requirements are complied with.

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