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Work Background
Al Hilal OfficialHead of digital banking propositions and customer journeys
Jan. 2023United Arab Emirates · On-siteBuilding family-based platform, helping in acquiring the family as whole
Al Hilal OfficialHead of Loyalty, CRM & Partnership Integrations - Digital Platform
Mar. 2015 - Jan. 2023Abu Dhabi, United Arab Emirates- Leading a team of global designers, digital engineers and scrum masters to create and improve digital value propositions and associated journeys across the different customer life stages Kid, Teen & Adult - Adding game mechanics into non game banking products and services, targeting kids & teenagers - Prioritize Journey releases based on business rationale and need - Communicate expectations, capability vision, and establish key delivery milestones
- Work with analytics, customer research, data scientist to understand the range of customer needs throughout the lifecycle to drive customer life time value
- Ensure the CRM system provides an effective sales funnel
- Participating with senior stakeholders on shaping the overall wider vision and strategy for experiences, products, services and Journeys
- Serve the organization as the partnership integration assessment domain subject matter expert
- Know the marketplace of digital assessment vendors and service providers and stay current with market trends
- Manage and mentor global design team of Product and Journey UX/UI designers
- Principally own the aesthetic direction of customer success and engagement
- Automate wins to scale success
Mashreq BankAssistant Vice President - Loyalty Program Expansion and Pricing Architecture
Sep. 2014 - Feb. 2015United Arab EmiratesIncrease the Loyalty program footprint in the middle east, Executing the bank's plan for program expansions, responsible to increase merchant base and plan for strategic partnerships. Collaboration with the internal teams across the bank, and external parties including, merchants and new strategic alliance partners to build innovative loyalty and card offering solutions. Responsible for managing end to end product cost and revenue benchmarks of the existing product.
Accountable for developing the loyalty and card strategy, identify common themes and synergies, analyzing data, identifying opportunities to improve revenues, reduce cost and enhance the go to market strategy. Identify, research and implement specific, relevant and targeted ‘offers’ to identified customer segments across consumer banking products in order to increase the offerings of retail banking in alignment with customer needs and increase the uptake of products. Design and Implement policies, procedures, processes and practices to ensure adherence and to maximize own and employee contribution to business performance
Mashreq BankSenior Manager - Loyalty Benefits and Pricing Solutions
Sep. 2009 - Aug. 2014United Arab Emirates* Responsible for the entire operations delivery of the loyalty programme.
* Develop and continuously enhance the programme to increase engagement across different brands, including working with local/international partners.
* Responsible for the Design and creation of loyalty financial models .
* Overlook and design customer retention plans.
* Improve Customer purchase and products.
* Involved in the end to end functionalities of the Bank as the Key Resource in increasing Market Share.
* Crafting and publishing financial rewards and the back-end system.
* Playing a pivotal role in updating assigned financial reporting and trending information to control the attrition and increase retention on all banking products.
* Monitoring and managing numerous products and their bundle offers.
* Improving Loyalty rewards algorithm based on consumer’s segment, psychographics, bizographics, geographic and spend trends.
* Identify and implement attrition and retention triggers for early detection for all products.
* Integrating the Loyalty platform with CRM and core banking systems.
Mashreq BankManager Business Intelligence and CRM
May. 2007 - Sep. 2009* Working closely with the sales and marketing director to provide guidance on how to maximize current and prospective relationships through the use of the CRM.
* Ensure the CRM provides an effective sales funnel and efficient sales process. * Analysis of the current CRM and ensuring it’s fit for purpose and the goals of the organisation.
* Define requirements for effective use of the CRM and its infrastructure.
* Making sure the CRM is customer focussed and working to maximize its effectiveness for sales and distribution.
* Working with external agencies and suppliers to ensure the successful delivery of the CRM plan.
* Planning, managing and delivering multi-channel, digital CRM marketing campaigns.
* Segmenting of the CRM to enable tailored and relevant marketing messages to customers.
* Ensure return on investment through KPI’s and performance metrics.
* Championing and driving through necessary CRM changes ensuring full buy in from all stakeholders in the business.
* Creation, development and maintenance of physical and logical database models for existing customers, prospect customers, employers and prospect customers - document and define key fields, dedupe and manage adhoc queries, either in-house or in coordination with the technology team
* Qualitative and quantitative analysis of campaigns and business generated through them. * Insightful database analysis, both for MIS and for supporting marketing campaigns. * Generate, standardize, automate and disseminate adhoc and periodic MIS reports.
Mashreq BankBusiness Analyst & MIS - Alternate Channels
Aug. 2005 - May. 2007* Special studies (what-if scenarios and sensitivity analysis) for strategic planning process and business development for segment strategy formulation.
* Provide technical and objective critique of the regional business performance across a variety of complex and sophisticated business scenarios.
* Prepare analytical studies on pre / post marketing campaigns.
* Market intelligence system to identify customer behavior trends.
*Ensure efficient and accurate calculation of employee wise incentive amounts (hardship allowances).
* Qualitative and quantitative analysis with segment management for delivery & E-channels (IVR, Internet Online Banking, Mobile Banking, ATM, Agents).
* Provide Direct Banking Center senior management with employee performance summaries with recommendations on improving performance levels further.
desktop information dissemination tool.
* Capacity Planning for the Direct Banking Center.
Mashreq BankTeam Leader
Sep. 2003 - Aug. 2005Delivery of Team sales, service level components, quality and productivity targets & indicators, Call monitoring, Coaching and Feedback, responsibility for delivery of the defined customer experience in every call. Training and development of staff, supporting Management and leading special projects.
Mashreq BankSenior Personal Banking Advisor
Mar. 2002 - Sep. 2003Advice UAE & Qatar's customers regarding their banking & financial needs; educating & providing them with up to date information about retail banking products & Policies. Supporting intelligent banking channels including Telephone Banking, Interactive Voice Response System (IVR), and SMS based banking and Internet banking.
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