VP - Digital Product Owner
Dubai Islamic Bank
Total years of experience :19 years, 3 Months
Promoted to VP Digital Product by the UAE’s largest Islamic bank; spearheaded a series of initiatives that drove digital transformation across a complex matrix organisation, working directly with C-Suite and collaborating with cross-functional leaders.
▪ Developed disruptive, data-driven AI-enabled digital strategy, future-ready digital business architecture & roadmap fostering hyper personalised and differentiated customer experiences.
▪ Conducted review of technology impact, value and likelihood to prepare the bank for future.
▪ Achieved customer success through user-friendly experiences offering simple, intuitive digital banking experiences.
▪ Pioneered digital and cultural transformation; sharpened focus on speed and simplicity of customer experience, optimised processes, rationalised policies and developed data-first culture as the voice of the customer.
▪ Adapted internal project methodology; established & championed agile project management processes
▪ Introduced digital engagement model powered by behavioural analytics and AI to increase acquisition, customer retention and customer lifetime value.
▪ Initiated competitor analysis and market research practice within Digital to stay abreast on latest market trends, opportunities and changing customer needs.
Achievements / Projects
▪ Embedded zero-based design thinking and introduced AI & data-centric approach with new KPI frameworks and dashboards. Implemented analytical and tracking tools that boosted conversion and retention across channels.
▪ Strengthened digital marketing, boosted acquisitions by over 100% YOY and reduced abandonment rates by 17% through SEO, SEM, targeted social media campaigns and driving higher website conversions through smart CTAs.
▪ Designed new models to increase customer engagement on digital channels, lifetime value and cross sell opportunities.
▪ Built diverse cross-functional teams, including specialists across UX/UI design, web / app development, digital marketing and analytics. Motivated productive culture via dotted line reporting in a matrix organisation.
▪ Accelerated time to market and improved service quality; devised a new operating model, collaborating with C-Suite to evaluate digital maturity, identify opportunities and improve organisational performance.
▪ Pioneered new digital onboarding journey on Mobile Banking that boosted digital sales to 50% of new customer acquisitions. Reduced branch visits, enhanced efficiency and attracted over AED 250M in fresh deposits.
- Convinced established stakeholders to change mindsets and embrace digital solutions.
- Introduced a new remote self-service process that reduced user time from up to two hours down to ten minutes.
- Established controls that enhanced compliance, working with Legal, Risk and Internal Control.
▪ Empowered sales teams to open 500 new accounts a month through an assisted model using Tablets, a key driver of sales of asset financing products.
▪ Reduced branch traffic by 12% via new customer data update journey; designed user journey that enabled 90% of 700K customers to update KYC and ID documents through digital channels in less than ten minutes.
▪ Delivered 100% improvement in turnaround time through business process engineering and operational efficiency; streamlined back-office processes through new operational frameworks with automated systems.
▪ Currently driving the innovation agenda within the bank through POCs of various initiatives like AI, RPA, open banking, blockchain, embedded finance and customer engagement technologies.
▪ Designed a branch onboarding journey on CRM that reduced turnaround time by 80%; saved 30% cost and tightened risk control via workflow systems with system intelligence that eliminated paperwork and redundant tasks.
▪ Designed multiple production acquisition, transactions & services journeys on WhatsApp banking & helped build a subscriber base of over 120K users.
Delivered modernising automation through technical change initiatives in project-focused AVP positions.
▪ Relaunched failed project to build new customer communication platform; identified and secured dynamic, cutting-edge HTML solution with responsive design across desktop and mobile that saved AED200K+ per year.
▪ Introduced Virtual Hold call back service; reduced call centre response times and strengthened customer satisfaction. Delivered against a three-month deadline inside six weeks.
▪ Revamped mobile banking app; co-developed new version that resolved long standing issues. Absorbed customer feedback and complaints to radically improve user satisfaction and engagement with 130+ services.
▪ Implemented Dubai’s first cloud-based loyalty program; researched the market and identified cutting-edge solutions with tokenization mechanisms that delivered major cost savings, as well as accelerating speed to market. Created a business case that overcame significant stakeholder resistance, particularly from the security team.
▪ Established voice-enabled Interactive Voice Response (IVR) that increased user utilisation by 30%. Saved cost through automation and improved self-service functionality; led training that further improved performance.
▪ Redeveloped DIB website; directed team of web development, QA and other technical employees.
▪ Identified as high-potential for leadership under the bank’s Leadership development program; one of ten selected for management program out of 300 employees.
Promoted to Customer Care leadership via program management, systems engineering and technical account positions at $1BN turnover telco mobility and cloud consulting business. Motivated teams of up to 20 support engineers and oversaw a Support Center team of 50+ people supporting clients in 56 countries.
▪ Modernised and automated across the business; designed new operations frameworks and a knowledge-based, KPI-driven automated support model with help desk solution that was key to expansion into new countries.
- Delivered $500K per year cost savings, reduced resolution by 25%+ and increased response to 90%+ of SLA.
- Created a support model that reduced burden on clients and resolved fixes quicker and at a higher level.
- Co-developed automated inventory system; shared solution with after-sales partners.
▪ Expanded Apple After-Sales Services into six African countries inside six months. Delivered against the demanding brand standards of Apple, a crucial partner for Emitac.
▪ Built a help desk system that delivered major gains in efficiency, resolution times, response times and SLA tracking. Identified and implemented ticketing software; designed user processes.
Resolved issues for top-tier global clients in support role at outsourcer and customer experience company.
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