Senior Cards Product Manager/ Product Head

Job Title: Senior Cards Product Manager/ Cards Product Head

Term: 12 months

Location: Dubai

Division: Retail Banking/ Cards and Payments

Reports to: Head of Payments, with dotted line to Advisors Program Lead

Relevant experience:

• 12 years+ credit card product management, with HNW or premium segments experience
• UAE/ GCC market experience preferred
  
  
  

Mandatory requirements:

• Credit card product management, with HNW or premium segment experience (GCC or UAE)
  
  
  

PURPOSE OF THE PROJECT

To lead the end-to-end development, launch, and commercialization of three premium HNW credit card propositions- World Elite, Legend, and Legend Exclusive-tailored to affluent customer segments. The role will drive proposition design, go-to-market (GTM) strategy, commercial performance, and campaign execution, ensuring alignment with Islamic banking principles and market-leading standards.

Key Activities

Core Responsibilities And Accountabilities

Customer Value Proposition (CVP) Development

• Design differentiated CVPs for World Elite, Legend, and Legend Exclusive cards, incorporating lifestyle, travel, and financial benefits.
• Benchmark against regional and global HNW card offerings (e.g., Emirates NBD Voyager World Elite, Mawarid World Elite).
• Ensure Sharia-compliant structuring (e.g., Murabaha, Wakalah).
  
  
  

Go-To-Market (GTM) Strategy

• Develop and execute GTM plans including launch timelines, channel strategy, and stakeholder alignment. Coordinate with internal teams (Marketing, Compliance, Operations, Legal, Technology) for seamless execution.
  
  
  

Launch

• Execute the launch of the three products into the market
  
  
  

Commercialization

• Define pricing, revenue models, and profitability targets for each proposition.
• Monitor and optimize product performance through dashboards and KPIs (activation, spend, ENR, retention).
  
  
  

Campaign Management

• Lead end-to-end campaign execution: concept, design, launch, fulfillment, and post-campaign analysis.
• Design offers (cashback, rewards, travel perks) and manage vendor relationships for fulfillment.
• Implement personalization strategies across CRM, digital, and mobile channels.
  
  
  

Market Research & Competitive Analysis

• Conduct market scans to identify gaps and opportunities in the HNW segment.
• Analyze competitor offerings and customer preferences to inform product features.
  
  
  

Risk & Compliance

• Align product features with Islamic banking regulations and internal risk frameworks.
• Collaborate with Compliance and Legal teams to ensure regulatory adherence.
  
  
  

KPIs

• Time to Market/Revenue for all three products / Duration from CVP finalization to market launch for each HNW card product.
• Card Activation Rate: Percentage of issued HNW cards activated within the first 30 days of issuance.
• Spend per Active Card: Average monthly spend per active HNW cardholder, segmented by product (World Elite, Legend, Legend Exclusive)
• Campaign ROI: Return on investment for acquisition, usage, and engagement campaigns across HNW card products.
• ENR (Ending Net Receivables) Growth: Growth in ENR per HNW card product, indicating portfolio health and usage.
• Customer Engagement Metrics: Includes open/click rates, spend lift, and frequency of usage across channels (mobile, CRM, POS).
  
  
  

Knowledge And Experience

Must-Have:

• 8+ years in credit card product management, with HNW or premium segment experience.
• Proven track record in CVP design, GTM execution, and campaign management.
• Strong understanding of Islamic finance principles.
• Expertise in credit card benefits (e.g., travel perks, concierge, insurance, rewards).
• Project management and stakeholder coordination skills.
• Data-driven decision-making and campaign analytics.
  
  
  

Nice-to-Have:

• Experience with Mastercard World Elite or similar premium card programs.
• Familiarity with UAE/GCC banking regulations and affluent customer behaviour.
• Experience in personalization and first-party data strategies.
  
  
  

Education

• Bachelor's degree in business, Marketing, Finance, or related field.
• MBA or relevant professional qualification preferred.
  
  
  

Languages

• English (fluent)
• Arabic (preferred)