Reports To: CDO
Location: Pakistan
Grade: EVP
Role Purpose
The Head of Deposits & Customer Value Proposition will lead the strategy, growth, profitability, and lifecycle management of the bank’s deposit portfolio across Consumer and SME Banking segments.
The role is responsible for developing and executing the bank’s deposit growth strategy, designing differentiated customer value propositions, driving customer acquisition and retention, improving portfolio profitability, and enhancing customer engagement through digital and branch channels.
The incumbent will own the end-to-end product and commercial management of:
- Current Accounts
- Savings Accounts
- Term Deposits
- Salary Banking
- Youth / Women / Freelancer propositions
- SME transactional and deposit products
- Segment-led bundled propositions
The role will work closely with Digital Banking, Distribution, Marketing, Analytics, Operations, Risk, Treasury, Compliance, and Technology teams to drive sustainable balance sheet growth and customer franchise expansion.
Key Responsibilities
1. Deposit Strategy & Portfolio Growth
- Develop and execute the bank’s deposit growth strategy across retail and SME segments.
- Drive CASA growth, portfolio mix optimization, and customer balance acquisition.
- Develop strategies to improve:
- low-cost deposits,
- customer acquisition,
- customer retention,
- account activation,
- and balance deepening.
- Monitor market trends, competitor offerings, pricing dynamics, and customer behavior to identify growth opportunities.
- Work closely with Treasury and Finance teams to align deposit strategy with balance sheet and liquidity objectives.
2. Customer Value Proposition (CVP) Ownership
- Define and manage differentiated customer value propositions across key customer segments including:
- Mass retail,
- Emerging affluent,
- Women banking,
- Youth & students,
- Freelancers,
- Gig economy customers,
- Merchants,
- SMEs,
- and salaried customers.
- Develop bundled propositions combining:
- banking,
- payments,
- savings,
- digital services,
- rewards,
- and partner ecosystems.
- Lead customer-centric proposition development based on customer insights, analytics, and market needs.
- Drive innovation in digital-first deposit and engagement propositions.
3. Product Management & Lifecycle Ownership
- Own the end-to-end lifecycle management of deposit products including:
- product design,
- pricing,
- positioning,
- profitability,
- features,
- controls,
- and customer journeys.
- Define product roadmaps and enhancement priorities for deposit and transactional banking products.
- Ensure deposit products remain competitive, scalable, compliant, and operationally efficient.
- Partner with Digital and Technology teams to improve onboarding, servicing, and engagement journeys.
4. Customer Acquisition & Engagement
- Develop acquisition and activation strategies for new-to-bank customers.
- Work closely with Marketing and Digital teams to drive:
- campaigns,
- customer engagement,
- cross-sell,
- and lifecycle marketing initiatives.
- Improve primary account relationships and customer activity levels.
- Drive digital adoption and self-service utilization among deposit customers.
- Enhance customer retention and reduce account dormancy/churn.
5. SME & Transaction Banking Focus
- Develop tailored SME deposit and transactional banking propositions.
- Identify opportunities to grow:
- merchant deposits,
- business operating accounts,
- payroll relationships,
- and ecosystem banking partnerships.
- Collaborate with SME business teams to improve customer acquisition and relationship deepening.
6. Analytics, Commercial Performance & Profitability
- Monitor and optimize:
- deposit portfolio profitability,
- customer lifetime value,
- acquisition cost,
- and balance growth.
- Utilize customer analytics and segmentation to improve targeting and proposition effectiveness.
- Track customer behavior, balance trends, and engagement metrics.
- Develop management dashboards and performance reporting for senior leadership.
7. Regulatory, Risk & Governance
- Ensure all deposit products and propositions comply with applicable regulatory requirements and internal policies.
- Work closely with Compliance, Risk, Legal, and Operations teams to ensure robust governance and customer protection.
- Ensure transparent product disclosures, fair customer outcomes, and adherence to regulatory standards.
8. Cross-Functional Leadership & Stakeholder Management
- Collaborate closely with:
- Digital Banking,
- Technology,
- Distribution,
- Marketing,
- Operations,
- Treasury,
- Risk,
- and Analytics teams.
- Lead cross-functional initiatives to improve customer journeys and portfolio performance.
- Manage external partnerships and ecosystem relationships supporting customer propositions.
Key KPIs
The role will be measured against:
- Deposit growth (overall and CASA)
- Average balances per customer
- New-to-bank acquisition
- Account activation rates
- Customer retention and churn
- Portfolio profitability
- SME deposit growth
- Digital engagement and activity
- Primary banking relationship penetration
- Customer acquisition cost
- Cross-sell penetration
- Product adoption rates
- Campaign performance
- Customer satisfaction and NPS
Required Experience & Qualifications
- Bachelor’s degree in Business, Finance, Economics, Marketing, or related discipline.
- Master’s degree preferred.
- 10–15+ years of experience in:
- retail banking,
- deposits,
- liabilities management,
- product management,
- or customer proposition development.
- Strong understanding of:
- consumer banking,
- SME banking,
- deposit portfolio management,
- digital banking,
- and customer segmentation.
- Proven experience in developing and scaling customer-centric banking propositions.
- Strong commercial acumen and balance sheet understanding.
Experience working with digital and analytics-driven business models preferred.