About the job
As the Assistant Vice President for Co-Brands Credit Card Programs at First Abu Dhabi Bank (FAB), you will play a pivotal role in enhancing customer engagement and driving growth through innovative credit card offerings. Your strategic insight will be crucial in positioning FAB as the preferred bank for credit card holders.
Core Responsibilities
Customer Engagement:
- Foster increased card spending to establish FAB as the bank of choice for customers.
- Encourage product diversification and advocate for digital adoption among cardholders.
- Enhance customer satisfaction, improve retention rates, and elevate Net Promoter Score (NPS).
- Boost program visibility and utilization through targeted seasonal promotions and marketing campaigns.
- Develop a competitive market presence with a comprehensive marketing calendar to drive acquisition and brand recognition.
Program Management:
- Lead the strategic direction for FAB Rewards, including cashback and co-brand loyalty initiatives.
- Oversee program parameters and business rules, including point accumulation, accrual guidelines, and partner redemption rates for various customer segments.
- Analyze program customer value propositions (CVP) and spearhead revenue-generating and cost-saving initiatives to enhance product profitability.
- Collaborate with digital teams to deliver an exceptional user experience through innovative interface enhancements.
- Manage vendor relationships to ensure the successful delivery of technical solutions, adherence to contractual obligations, invoicing, payments, and service level agreements (SLAs).
- Enhance member experiences across channels, focusing on lifecycle communication, digital messaging, and user redemption journeys on FAB Mobile and Internet Banking.
- Coordinate with Magnati to ensure smooth redemption processes within FAB’s point-of-sale (POS) network, leveraging FAB's strengths as an acquirer.
- Implement the Elite strategy to create a distinctive rewards experience for our customers.
- Work closely with IT and Operations teams to ensure seamless daily operations of the platform.
Specific Accountabilities:
- Drive revenue growth by increasing engagement among redeemers versus non-redeemers.
- Enhance product engagement metrics.
- Increase credit and debit card usage.
- Elevate interactions through digital channels, including remittances and standing instructions.
- Boost mobile app downloads and active user database.
- Improve overall customer satisfaction with the rewards program.

