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.
Key Responsibilities
Liability Products (CASA & Term Deposits)
Work with Distribution, Digital, and Marketing to drive activation and usage KPIs (e.g. funded rate, transaction activity).
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.
Investment Products
Lead the investment product roadmap: mutual funds, bonds, structured deposits, and other retail investment offerings.
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.
Partner with licensed fund managers and platform providers to enhance product shelf and digital access.
Insurance (Bancassurance)
Drive CVPs and bundled journeys for customer needs: protection, savings, education, retirement.
Co- own insurance revenue targets across branch, RM, and digital channels.
Manage life and non- life insurance product portfolio in collaboration with strategic insurance partners.
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
Profitability- Net Interest Margin (for liabilities), fee income, cost- to- income
Liabilities- CASA & TD Balance Growth, CASA activation, interest cost management
Insurance- Premium income (APE/GWP), attachment rates, channel productivity
Investments- AUM growth, revenue per customer, penetration across affluent base
Product Innovation- Launches, campaign ROI, CVP adoption
