Executive Vice President, Retail Banking & Branches
Mashreq Bank
Total years of experience :28 years, 9 Months
• Set & monitor Retail Banking strategy & business plan, communicate with stakeholders to improve the bank revenue through targeting the most profitable customer market segments.
• Lead large cross-functional teams (15+ Functions under supervision) in the development of new opportunity assessments, business analyses and develop business plans/business cases to support new strategies.
• Ensure that all products contribute as per strategy and financial plan to meet budgeted sales, balance sheet growth, Profitability, Cost efficiency & financial and customer experience metrics.
• Lead the Digital Banking & Innovation front for new innovation, Fintech alliances, Agile SoW & New pioneering services that greatly enhance the customer experience.
• Enhance penetration, profitability, and retention in segment by providing direction & coaching to Product Heads, Sales Management, Marketing Communication, Retail Credit, Market Research, Agile Teams & Operations.
• Orchestrate all Retail Banking distribution channels including branches, direct sales, telesales, and alternate Channels to ensure productivity to meet the country`s retail banking plan.
• Lead segment-wise products & proposition offering to ensure they are in line with Group Retail Banking strategy.
• Ensure that all initiatives for various customer segments effectively contribute to overall financial performance.
• Increase share-of-wallet of profitable customers in segments, drive customer acquisition and cross-sell via various digital & conventional channels.
• Achieve best-in-class customer satisfaction numbers & enhance customer convenience, measured by NPS.
• Development and execution of a robust and financially viable distribution strategy and marketing plan that provides visibility and distribution to the bank's Customers where and how they want it.
• Enhance market communications, work with Head office to establish annual campaign plan for the business annual goals, oversee campaign execution & monitor performance, initiating corrective action as required.
• Lead development, coordination and implementation of the marketing strategy and communication platform to support Retail Banking Business in Egypt.
• Identifying & establishing strategic alliances with financial and non-financial brands for customers` segments.
• Establish and develop positioning for Retail Banking Business in line with the brand values of the Group.
Delivering adequate and suitable range of retail banking products to be delivered through the most convenient
delivery channels whether conventional or digital channels.
Apply full knowledge of Retail banking scope of work and best practice management techniques to provide for
effective and efficient management of all Retail Banking activities within the bank.
Set & monitor Retail Banking strategy & business plan, communicate with stakeholders to improve the bank
revenue through targeting the most profitable customer market segments.
Review and adjust the bank identity program to be reflecting the bank strategy and image.
Active member of Asset liabilities Committee, IT Steering Committee, Product Development & Innovation
Committee
Lead large cross-functional teams in the development of new opportunity assessments, business analyses and
develop business plans/business cases to support new strategies and concepts
Direct the evaluation of current or potential product opportunities/issues for their strategic and financial impact.
Lead the enhancement of the bank digitization for branches & services in order to enhance customer experience.
Develop and communicate strategic insights, tools and standardized frameworks in support of marketing strategy,
analytics and planning.
Support integration and alignment of consumer business marketing plans with bank`s priorities and objectives
Set & monitor Retail Banking strategy & business plan, communicate with stakeholders to improve the bank revenue through targeting the most profitable customer market segments.
Lead large cross-functional teams in the development of new opportunity assessments, business analyses and develop business plans/business cases to support new strategies and concepts
Delivering adequate and suitable range of retail banking products to be delivered through the most convenient delivery channels whether conventional or digital channels.
Direct the evaluation of current or potential product opportunities/issues for their strategic and financial impact.
Lead the enhancement of the bank digitization for branches & services in order to enhance customer experience.
Develop and communicate strategic insights, tools and standardized frameworks in support of marketing strategy, analytics and planning.
Support integration and alignment of consumer business marketing plans with bank`s priorities and objectives.
Apply industry knowledge to develop scenario analyses and guide project team activities; drive consensus on strategic direction and develop management recommendations.
Setting targets and increasing staff skills in marketing and sales techniques which will support achievement of the business plans.
Review and adjust the bank identity program to be reflecting the bank strategy and image.
Active member of Executive committee, HR committee as well as ALCO, Head of New branches committee, Head of branches performance steering committee
Lead the development of all marketing plans for all products & segments, media strategy and communication strategy.
Responsible for positioning all Bank’s products with clear and consistent marketing strategy to ensure effective product outreach.
Direct the implementation of market research to determine the demand for the Bank’s current and potential product range and to develop appropriate recommendations based on research findings in order to address customer needs and requirements.
Responsible for branding, positioning, product launch and communication across the Branches network (+165 Branches) and alternate Channels which will be aligned with the guidelines set for the overall corporate identity.
Prepare and control the Consumer Banking marketing budget, while reviewing and assessing the Return on Marketing Investment (ROMI) to ensure continuous development and enhancement of marketing services and initiatives.
Lead the development and implementation of North Africa and LEVANT Countries annual marketing plans based on agreed global business strategic objectives.
Drive the development of insight based marketing briefs that align with global business strategy and are supported by clear and unambiguous ROI based business cases.
Manage teams to enhance the country public websites and other digital assets appropriate to business line. Ensure all communication assets deployed are regulatory compliant and as per agreed group standards.
Using in country competitor and customer insight, working closely with Global Business Marketing Team and Regional Global Business teams, to develop and implement annual marketing plans for all countries in NA & LEVANT
Set budgets appropriate to support the global priorities and local needs, deploy and manage budgets as per agreed annual marketing plan.
Initiate setting of Marketing Strategy, targeting of propositions & below the line tactics.
Help business to define areas of focus for propositions and product development.
Lead the development of Prospect and Customer communication plans in the Region. Work with Customer Insights, Planning & Governance on developing & implementing customer communications strategies.
•Managing a team to define the marketing strategy for business partners
• Liaises with HSBC group marketing entities to ensure products and services are launched in the Egyptian market in a timely manner and also for the deployment of global/regional campaigns.
• Develops synergies/opportunities across business lines to maximize cross-selling benefits
• Prepares training programs for staff covering market knowledge and communication skills.
• Designs promotional activities (ATL/BTL) in conjunctions with advertising agencies.
• Working between Egypt & Lebanon in order to establish strategies, framework, and processes for the product development activities and launching strategies including Liability products, Assets products, card Mix & Services.
• Follows up researches on competitive products & market players to continue having a competitive edge over competition.
• Managing & assisting a team of retail banking product managers who develop retail producs for the bank while enhancing banking products from concept to pilot launch, on the other side conducting brainstorming sessions for new products.
• Managing a team of retail banking product managers who develop asset & liability products for the bank, applying the criteria of the retail products strategy and achieving the retail group's business objectives.
• Ensures that marketing plans are drawn up for the specific categories, with the aim of providing optimum exposure in the market place and thereby enhance brand equity and increase sales.
• Develops marketing strategies and objectives that will ensure that the products and services are different from competition.
• Promotes bank's brand equity initiatives, Tracks and assess marketing programs effectiveness.
• Monitoring & ensuring maintenance of highest standards of executional and functional support to the clients via managing a team of 5 officers.
• Providing leadership, product awareness, sales and account management and training to teams.
• Continually developing new opportunities for promoting the Bank's products and services, typically in banking, investment management and others to clients.
Implementing marketing strategy and procedure to maximize customer satisfaction.
• Identifying market potentials for new products and provide feed back to assist in the development
• Staying abreast of all economical, technological and consumer issues as they relate to current and
future products development.
• Analyzes the marketing research information in order to get the data that suits the bank to compete in the market.
• Acts as a Coordinator between the regional Marketing department and the branches` marketing departments to execute market plans & campaigns.
• Evaluates the promotional campaign through questionnaires for the new and existing clients, also through researches in the real market and among the internal staff.