1. Role Purpose
- This is a senior leadership role responsible for the end-to-end ownership, strategy, and performance of the liability (CASA & term deposits), investment, and bancassurance product portfolios for the Retail Banking business. The role will drive customer-centric product innovation, commercial performance, and cross-functional execution across distribution, digital, and partnership channels.
- The successful candidate will play a critical role in driving CASA deposit growth, wealth product penetration, and fee income expansion, particularly across the mass affluent and emerging affluent segments.
2. Key Responsibilities
Liability Products (CASA & Term Deposits)
- Own the full lifecycle of CASA (current & savings accounts) and term deposit products – pricing, packaging, customer value propositions (CVP), and portfolio strategy.
- Develop segmented offerings (e.g. Gen Z, salaried, SME, mass affluent) with tailored features and benefits.
- Launch product bundles (e.g. CASA + credit card, salary package, FD + insurance) to drive stickiness and balance growth.
- Work with Distribution, Digital, and Marketing to drive activation and usage KPIs (e.g. funded rate, transaction activity).
Investment Products
- Lead the investment product roadmap: mutual funds, bonds, structured deposits, and other retail investment offerings.
- Partner with licensed fund managers and platform providers to enhance product shelf and digital access.
- Create advisory tools and journeys for RMs and digital customers (goal-based investing, SIPs, model portfolios).
- Monitor product profitability, AUM growth, and investor activation metrics.
Insurance (Bancassurance)
- Manage life and non-life insurance product portfolio in collaboration with strategic insurance partners.
- Drive CVPs and bundled journeys for customer needs: protection, savings, education, retirement.
- Co-own insurance revenue targets across branch, RM, and digital channels.
- Oversee product approvals, training, and regulatory compliance related to insurance distribution.
Portfolio Strategy & Performance Management
- Define and monitor product-level KPIs: balances, fee income, penetration, product per customer, AUM, NIM.
- Drive innovation through customer insights, competitor benchmarking, and product analytics.
- Work closely with Finance, Risk, Compliance, and IT to ensure governance, pricing discipline, and execution excellence.
Key KPIs
Area - KPIs
Liabilities - CASA & TD Balance Growth, CASA activation, interest cost management
Investments - AUM growth, revenue per customer, penetration across affluent base
Insurance - Premium income (APE/GWP), attachment rates, channel productivity
Product Innovation - Launches, campaign ROI, CVP adoption
Profitability - Net Interest Margin (for liabilities), fee income, cost-to-income
