Subject Matter Expert for Digital Daily Banking and CASA Growth

Key responsibilities:

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 finalisation.
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 programmes for branch, telesales, contact centre, and digital teams on new propositions, processes, and compliance requirements.
Develop communication guidelines, sales scripts, and internal engagement materials.

Note: The candidate is expected to have a business-oriented background supported by strong IT understanding rather than being purely IT-focused.

Requirements

• Strong senior-level experience within banking or financial services.
• Proven expertise in banking strategy, transformation, or commercial optimization initiatives.
• Consulting background is strongly preferred, particularly in banking or financial services projects.
• Experience engaging with senior stakeholders and client-facing roles.
• Strong analytical, problem-solving, and communication skills.
• Ability to articulate complex banking concepts clearly and concisely.
• Riyadh-based or willing to work in Riyadh.
• Fluent in Arabic and English (written and spoken).