HO Product Manager - Household_HO & SUPPORT_0817_1288_1095645

Role Title: Senior Manager – Savings Account & Debit Card Portfolio (D2C)

Location: Mumbai (Head Office)

Department: Retail Banking 

Reports to: VP – Liability SA & DC Portfolio 

Role Overview: 

Responsible for driving the growth, profitability and customer engagement of Savings Account and Debit Card portfolio by managing end-to-end campaign initiatives across the customer lifecycle. The role focuses on designing and executing portfolio growth strategies, SA & DC activation programs, cross-sell campaigns, customer retention initiatives, and regulatory programs to enhance customer value and business outcomes. It involves close collaboration with Analytics, Operations, Compliance, Marketing, and Campaigns teams to deliver scalable solutions, improve digital adoption, strengthen customer experience, and achieve portfolio, revenue, and engagement targets.

Key Responsibilities:

Debit Card Portfolio

• Own the end-to-end Debit Card portfolio, including product strategy, portfolio growth, activation, spends, and customer engagement.

• Develop and execute portfolio initiatives to drive Debit Card activation, transaction volumes and upgrades.

• Partner with Visa and internal stakeholders to conceptualize and execute card-linked offers, marketing campaigns, and portfolio growth initiatives.

• Monitor portfolio performance through MIS and analytics, identifying opportunities to optimize activation, spends, upgrades, and overall portfolio profitability.

• Lead Debit Card upgrade campaigns to increase penetration of premium card variants and improve portfolio mix.

• Evaluate market trends, competitor offerings, and customer insights to recommend enhancements to card features, benefits, and engagement programs.

• Ensure timely implementation of regulatory mandates while maintaining compliance with internal governance standards.

Cross-Sell & Revenue Management

• Execute cross-sell campaigns for liabilities and retail banking products including Fixed Deposits, Trinity, MF.

• Drive Debit Card upgrades, product activation and spends.

• Monitor campaign performance and optimize targeting strategies to maximize revenue and portfolio value.

• Identify opportunities to improve customer product holding and balances. 

Regulatory & Portfolio Governance

• Partner with Compliance and Risk teams to implement product changes in line with RBI regulations and internal control frameworks.

• Manage portfolio hygiene initiatives including nominee updates, dormant account activation, and DEAF claim campaigns.

Privy & Privy+ Program 

• Manage customer engagement initiatives for the Privy and Privy+ banking programs to drive portfolio growth and customer retention.

• Design and execute upgrade campaigns to migrate eligible customers to Privy and Privy+ propositions based on defined eligibility criteria.

• Drive targeted campaigns to improve customer activation, engagement, product adoption, and relationship deepening within the premium portfolio

• Monitor portfolio performance and campaign effectiveness through MIS and customer analytics, identifying opportunities to enhance program performance.

Key Performance Indicators (KPIs)

• Debit Card activation, upgrade, spends.

• Debit Card Portfolio profitability and customer engagement.

• Customer activation and digital adoption (UPI, Mobile Banking).

• Dormant account reactivation.

• Incremental Savings Account balance growth and deposit mobilization.

• Cross-sell conversion and product penetration.

• Campaign ROI and revenue generation.

• Regulatory campaign execution and portfolio hygiene.

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