Senior Manager – SME Cards Portfolio , Customer Lifecycle & Engagement

Job Title
:
Senior Manager – SME Cards Portfolio Growth, Customer Lifecycle & Engagement

Employment type
:
Contract (On-site)

Contract length
: 12 months

Location
:
Riyadh/ Jeddah, KSA

The Senior Manager – SME Cards Portfolio Growth, Customer Lifecycle & Engagement will be responsible for driving the performance and profitability of the SME Cards portfolio following card issuance and activation.

The role will own the end-to-end customer lifecycle strategy, focusing on increasing card activation, spend, engagement, enrolment, loyalty participation, customer retention, and portfolio profitability.

The individual will design and execute data-driven portfolio campaigns, customer engagement initiatives, spend stimulation programs, and cross-sell strategies to maximize customer lifetime value and wallet share.

Working closely with SME Banking, Product, Marketing, Digital, Analytics, Loyalty, Relationship Management, Operations, and Data teams, the role will be accountable for developing and executing initiatives that drive sustained portfolio growth and improved customer engagement across the SME segment.

• Develop and execute the SME Cards portfolio growth strategy aligned with the bank's SME and Cards business objectives.
• Define annual and quarterly growth targets covering spend, activation, engagement, loyalty, enrolment, retention, and profitability.
• Identify portfolio growth opportunities through data analysis, customer segmentation, and market intelligence.
• Establish strategies to drive higher customer engagement and increase product penetration within the SME customer base.

• Own the end-to-end SME Cards customer lifecycle framework, covering.
• Develop customer journey strategies based on behavioural, transactional, and portfolio insights.
• Create trigger-based campaigns to increase engagement and improve customer experience.
• Design and implement retention programs to minimize customer attrition and increase cardholder activity.
• Develop next-best-action frameworks to improve customer engagement and wallet share.

• Develop and execute initiatives to increase card spend across domestic, e-commerce, and international transactions.
• Drive spends activation programs targeting newly activated cardholders.
• Identify opportunities to increase average spend per active card and transaction frequency.
• Design targeted offers, promotions, and merchant-funded campaigns to stimulate portfolio growth.
• Monitor spending trends and develop corrective actions to address declining engagement or utilization.

• Develop programs to accelerate e-commerce and digital payment adoption among SME customers.
• Increase e-commerce penetration and transaction volumes through targeted campaigns and customer education initiatives.
• Collaborate with Digital Banking teams to improve the online customer journey and promote digital card usage.
• Identify opportunities to shift payment behaviour from traditional payment methods to card-based transactions.
• Monitor digital engagement performance and optimize campaigns to maximize digital spend growth.

• Manage and optimize the SME Cards loyalty and rewards proposition.
• Design loyalty campaigns that drive spend growth, activation, customer retention, and portfolio profitability.
• Develop partnerships and reward propositions to strengthen customer engagement and differentiation.
• Monitor loyalty participation, redemption trends, and customer satisfaction levels.
• Recommend enhancements to loyalty programs based on market trends and customer insights

• Develop, execute targeted cross-sell, and upsell campaigns to increase product penetration within the SME customer base.
• Partner with SME Banking, Business Banking, and Product teams to identify opportunities to promote: SME Lending Products, Business Accounts, Merchant Acquiring Solutions, Payroll Services, Trade and Working Capital Solutions, Insurance Products, Digital Banking Services, Additional Card Products.
• Develop customer segmentation models to identify high-potential cross-sell opportunities.
• Measure and track cross-sell campaign effectiveness and portfolio expansion performance.
• Implement strategies to increase customer lifetime value and overall relationship profitability.

• Develop and manage CRM-driven campaigns across multiple customer touchpoints.
• Design personalized customer engagement campaigns using behavioural and transactional insights.
• Execute targeted portfolio campaigns focused on:
  Activation, Spend Growth, EMOB, Loyalty Participation, Reactivation, Retention, Cross-Sell.
• Track campaign performance and continuously optimize targeting and customer journeys.
• Partner with Marketing and Analytics teams to improve campaign effectiveness and return on investment.