SVP/Country Head - Marketing, Product Development & Service Quality
Askari Bank Ltd.
Total years of experience :20 years, 6 Months
Responsible for the overall function of Marketing, Products, Service Quality and Complain while reporting directly to the CEO / President of the Bank
Revamped the complain, Marketing and product departments and established the service quality division which includes hiring, budgeting and defining the policies & procedures
• Responsible for the growth, P&L, and budgeting.
• Supervision of business functions that include business development, marketing, sales, brand management, customer service and branch network.
• Restructured business model and reengineered processes to achieve maximum efficiency and profitability.
• Introduced innovative products such as online real time funds transfer facility between KASB Bank and KASB Direct, Off-hour order placement, and order placement through call center
• Elevated Brand image and increased market share from 1.1% to 4.96% and achieved the status of undisputed market leader.
• Conducted several Investor education sessions across Pakistan.
Additional Responsibilities
• Managing KASB Securities & KASB Bank marketing department
• Responsible for marketing budget, strategic marketing planning, marketing research, interactive marketing, PR strategies, creative development, media planning & buying, public relations, sales promotion and visual merchandising.
• Led the development and implementation of marketing plans and advertising campaigns that included media strategies which resulted in increased sales and new client base.
• Led the production of 3 TV commercials that clearly highlighted the USPs of the product
• Developed and implemented consumer and competitor research to identify consumer needs
• Re-structured the corporate website resulting in an exceptional increase in hits on the website, hence generating more leads through the website
• Redesigning of corporate logo and change of branch fascia pan Pakistan
• Regularly Organize Events such as Cricket Festival, Ramadan Iftar & Town Hall Meetings etc..
• Regular placements of free press releases through effective media relationship
• Initiated cost control measures that included revising advertising agency commission and execution of production jobs such as media buying, marketing collateral, TV Commercial at highly negotiated rates
In addition to the responsibility of Heading KASB Direct & KASB Bank Marketing, I was also entrusted to lead Product Development, Remote Banking and Call Center team
• Led the development, implementation and launch of mobile banking service, SMS Alert and 1 year term deposit product “Maheena Asaan”
• Designed and launched a deposit mobilization competition for branches
• Transformed call center from cost center to revenue generating unit.
• Revamped the lead management process resulting in efficient monitoring and follow-up, hence increasing the lead conversion rate.
• Overall responsibility of AKD Trade as well as the marketing of AKD Securities and AKD Group
• Achieved all time record of account opening in terms of value
• Strategic alliance with SCBPL whereby:
-- SCBPL priority center branches to facilitate in AKD Trade account opening
-- Special Internet funds transfer facility and free banking for AKD Trade customers
-- Joint marketing and promotions
• Reactivated CFS facility for AKD Trade customers and developed an automated CFS module
• Streamlined processes, enhanced trading application, and increased the revenue of AKD Trade by 400% (Year to Year)
• Key member of the Management Committee of AKD Securities
• Responsible to build brand image and brand equity through creative and intelligent marketing
• Through in-depth research identified new avenues for increasing the revenue.
• Designed and implemented strategies to increase the efficiency of the business
• Member of the Management Committee of AKD Trade
• Collaboration with a leading ISP to provide following benefits to AKD Trade clientele:
-- Discounted, faster and secure dedicated DSL Internet connection package specially designed for AKD clientele for their Online Share Trading.
-- A VPN connection to ensure client trading is not effected even when the Internet is non functioning.
• Supervised the development and testing of AKD Financial Portal and AKD Trade Pro and then successfully planned and executed the mega launch of these projects.
• Organized a Conference in London - “First AKD Pakistan Investor Conference” inviting foreign fund managers to invest in Karachi stock exchange through AKD Securities. The Keynote speaker of the event was H.E. Mr. Shaukat Aziz.
• Responsible for making sure that client requirements are catered on timely basis and with utmost satisfaction.
• Presenting advertising strategies to existing and potential clients.
• Maintain accounts of high profile companies such as Shell Pakistan, Afroze Textile (Bed & Bath), Hamdard Pakistan, etc.
• Part of the event management team - organized successful seminars for client like United Nation, ABN Amro, Union Bank etc.
Received full Scholarship for the final term Dean’s Honour list for five Consecutive terms
