Digital Product Assistant Vice President

Assistant Vice President - Digital Product

About the company

SBI Card is a leading pure-play credit card issuer in India, offering a wide range of credit cards to cater to diverse customer needs. We are constantly innovating to meet the evolving financial needs of our customers, empowering them with digital currency for seamless payment experience and indulge in rewarding benefits. At SBI Card, the motto 'Make Life Simple' inspires every initiative, ensuring that customer convenience is at the forefront of all that we do. We are committed to building an environment where people can thrive and create a better future for everyone.

SBI Card is proud to be an equal opportunity & inclusive employer and welcome employees without any discrimination on the grounds of race, colour, gender, religion, creed, disability, sexual orientation, gender identity, marital status, caste etc. SBI Card is committed to fostering an inclusive and diverse workplace where all employees are treated equally with dignity and respect which makes it a promising place to work.

Join us to shape the future of digital payment in India and unlock your full potential.

What's in it for YOU

1. SBI Card truly lives by the work-life balance philosophy. We offer a robust wellness and wellbeing program to support mental and physical health of our employees
2. Admirable work deserves to be rewarded. We have a well curated bouquet of rewards and recognition program for the employees
3. Dynamic, Inclusive and Diverse team culture
4. Gender Neutral Policy
5. Inclusive Health Benefits for all - Medical Insurance, Personal Accidental, Group Term Life Insurance and Annual Health Checkup, Dental and OPD benefits
6. Commitment to the overall development of an employee through comprehensive learning & development framework

Role Purpose

Responsible to execute the digital product development (functional and technical) which has been defined as per digital product strategy. Once the product is developed, role is also responsible to lead initiatives to drive the customer adoption focusing on increasing top of funnel and increasing the conversion rate with lower cost of acquisition. The role is required to own the Digital Sourcing Platform, Sprint for SBI Card.

Role Accountability

1. Define Business Process - Responsible for defining the business process with specific focus on making it lean and end to end digital
2. Execution/Implementation - Person is responsible to create and enhance digital sourcing journey for new to SBI Card customer which is capable of issuing an instant card to customer. Person is required to create a business process which has no manual touchpoint, has digital KYC and verification mechanisms built in journey with AI models to facilitate an instant card decision and issuance. Person is required to define digital assisted journey as an alternate flow to fulfill customer who drops off from instant rail.
3. Person is required to work with multiple stakeholders across multiple business functions and technology teams to accomplish the same
4. Strategic, Mode 1 & Mode 2 program execution - Person is responsible for owning the complete business and technology solution delivery (new projects) and service delivery (uptime/incidents) etc.
5. Define User experience (UI/UX) - Responsible to create state of art customer user journey. Person should perform competitive benchmarking, create easy & Intuitive content & digital assets, UI journey which is seamless for customer and has minimum friction points. The user experience has to be mobile first and should work on key form factors mobile app, mobile browser and desktop across all major browsers
6. Solution delivery and Technology architecture - The role needs to assume ownership of technology design and application architecture for his area w.r.t new features/product
7. Vertical Budget and vendors management - The role needs to assume ownership for planning of annual budget for the platform across solution and service delivery categories. The role needs to manage relationship with involved vendors from where these services are taken. The role is required to manage Budget, vendors , RFP, Purchase, vendor-risk-mitigation in this area.
8. Lead UAT & Beta Testing - Person is responsible to lead the user acceptance test to test the developed business process, perform beta testing to ensure that new product is ready for customer launch.
9. Drive adoption and conversion rate - Person in this role is responsible for driving customer adoption and driving higher conversion rate of digital product post production launch
10. To drive higher conversion, role is responsible to define targeting and re-targeting campaign strategy and ensuring the operationalization of campaigns. Role is required to study the campaign effectiveness through analytics of campaign and corresponding conversion.
11. Monitor & Improve - Person is required to monitor all key metrics of digital product, analyze it, draw insights and recommend improvements to improve customer experience/conversion/adoption/lowers cost of acquisition

Measures of Success

1.Lower cost of acquisition for new to SBI Card Customer
2.Launch of end to end digital sourcing journey with instant card issuance
3. Monthly increasing trend of adoption and conversion rate

Technical Skills / Experience / Certifications

1. 12 years of progressive experience in financial industry. Rich experience of Sales & Business Strategy, Corporate product and Customer Service
2. Have a good understanding of digital technologies & analytics software (Omniture/Google Analytics).
3. Experience of working and launching digital processes.
4. Practitioner in performing competitive benchmarking, creating product content, understanding HTML/CSS and working with digital agencies to create user journey wireframes and visual designs

Competencies critical to the role

1. Very good communication and collaboration skills as role requires to work with multiple stakeholders.
2. Effective problem solving skills
3. Proven experience in Digital Sales product, strategy, launching of new products creative and innovative products across all channels
4. Strong influencing skills with ability to influence stakeholders at CXO level

Qualification

Graduate in any discipline

Experience of Credit Cards or Financial services domain

Preferred Industry

Credit Cards & Financial Services