SVP & Head of Islamic Products First Abu Dhabi Bank FAB

Strategy:

• Develop and implement business strategies aimed at prudently growing the market share of the Mortgage business across all mortgage products of FAB.

• Control attrition in line with the overall strategic direction of the bank.

• Build and sustain a long-term business profitability model by driving sales volumes through continuous product innovation and sustaining attractive product value-proposition, while controlling risk within acceptable levels through prudent lending policies and procedures.

• Lead key business projects aimed at facilitating the achievement of overall strategic objectives.

• Drive digital acquisition & processes

• Provide best in market Customer Experience

Portfolio Management:

Financial

• Drive portfolio profitability through management of P&L constituents. Capitalize on internal strengths and optimize utilization of resources to strategically drive product uptake and achieve organizational strategic objectives.

• Achieve portfolio growth and performance targets through management of key financial elements including Sales, Interest & Fee Incomes, Cost of Funds and other Costs, Attrition and Provisions.

• Manage customer attrition through retention (proactive and reactive).

• Maximize revenue by managing pricing for new business and existing book. Review and decision on pricing deviations.

Portfolio Quality and Risk Management

• Work closely with Risk Management, Collections & Recovery, Credit, Legal, & third parties (developers and dealers) to maintain portfolio risk at acceptable levels and manage portfolio performance to maximize profits.

• Manage portfolio risk by maintaining prudent lending policies aimed at acquiring from market segments with favorable performance, developing and adopting varying targeting strategies, and by developing effective processes & procedures to minimize risk.

• Maintain product policies in line with regulatory guidelines and as per banks growth strategy

• Apply and maintain risk-based pricing to maximize profitability.

Product Management:

Existing Products

• Management and enhancement of existing products aimed at optimization of value proposition, product attractiveness, and maximization of profitability.

• Timely calibration of product parameters to sustain competitiveness, maintain acceptable risk levels, minimize costs, and improve overall profitability.

• Reviews, amendments and additions to product features and benefits to meet customer dynamic needs and sustain product competitiveness and attractiveness.

• Optimization of service quality standards and maintain customer satisfaction levels above industry standards.

• Build brand equity through strategic marketing campaigns.

• Competition benchmarking and highlight significant market changes. Propose amendments where necessary to ensure continued competitiveness and profitability.

• Ensure product knowledge is maintained at optimal levels by all front lines including Branches, Sales Teams, Call Center, Priority Banking, Credit, Operations, and third-party providers.

New Products

• Development of new and innovative products to cater to varying customer segments, and to create new markets targeting opportunities.

• Drive for change and continuous product improvement, through identification and seizing of opportunities to target new segments and markets.

• Planning product strategies in line with overall business and bank s direction, and within the available resources and capabilities.

• Thorough knowledge and understanding of the market dynamics, and competitors.

• Remain abreast with latest industry trends and global product innovations.

• Thorough planning and development of product programs, effective coordination across departments and leadership of task forces to facilitate timely implementation of product launches.

Campaigns/Promotions/Special Packages

• Development of creative seasonal campaigns, promotions, and special packages to maintain share of voice, brand awareness, and boost business volumes.

• Build product equity, steer targeting strategies, and facilitate customer loyalty.

• Maximize cross-sell and up-sell opportunities through varying incentive programs.

Policies, Processes, and Procedures

• Review credit parameters and policies, provide feedback to management, suggest and initiate change as and when required to ensure products are competitive, and inline with changing market trends.

• Proactive reviews of policies, processes, and procedures in anticipation of changing market conditions to seize market opportunities and manage risk exposure within acceptable market standards.

• Manage Mortgage products pricing policies and sustain balance between profitability and competitiveness.

External Relationships

• Maintain healthy relationships with developers, dealers, employers, brokers, valuers, Property Management companies and insurers to ensure continued mutual benefit.

• Build relationships with market information resources such as research firms, and peers in other banks. Effectively utilize the information in continuously managing the business strategy.

People

• Lead the product management team into successful delivery of planned objectives.

• Lead by example by upholding and inculcating key values.

• Continuously provide all the necessary support to ensure optimal employee performance and moral.

• Sustain a respectful, friendly, and constructive working atmosphere by encouraging honesty, responsibility, and by empowering subordinates.

• Identify subordinates' needs and abilities, recommend relevant training and development programs, and facilitate career growth.