The jobholder is responsible for managing client relationships to achieve the set sales targets and wallet share and ensure sustained business growth and profitability in the assigned customer segment. The role involves selling, cross/upselling, and delivering excellent sales and service of the bank’s products and services whilst building long-term profitable customer relationships.
Key Responsibilities
The role encompasses responsibilities across several key areas:
1. Branch Strategic Input and Planning:
- Contributes to the completion of the branch operational plan by preparing and implementing an individual business plan that encompasses strategies for performance on branch growth objectives.
- Formulate and implement personal initiatives for assigned and new business portfolio aimed at increasing new business and share of wallet from existing clients.
- Prepare a personal action plan that contributes to the overall branch budget.
2. Business Growth & Development:
- Full responsibility for all product lines and all sales and business development for new and assigned business portfolio.
- Achieve business growth of the Business portfolio (Both Assets and Liabilities) ensuring income, quality and portfolio growth targets are achieved.
- Drive growth in client recruitment, increased transactional income, cross-selling of products, and Customer relationship management as per set bank targets.
- Develop new business opportunities and monitor business activities in line with the Bank’s long-term strategic and annual business plans and ensure that the Bank remains competitive and promptly reacts to changing market conditions and customer needs.
- Develop a new customer base by expanding markets and cross-selling the bank products.
- Develop a focused relationship management system, which increases the branch ability to generate deposits, lending and revenues from existing and new customers in line with the enterprise strategy.
- Enhance the appropriate controls and monitoring mechanisms for the development of high-quality lending.
- Ensure full compliance with the Bank’s Credit Policy, Central Bank of Kenya guidelines and appropriate provisions of the Banking Act with respect to lending.
- Enhancing relationship marketing and management to establish, maintain, and enhance relationships with customers and other partners, at a profit, ensuring mutual exchange and fulfillment of the brand promise and updating call reports.
- Ensure compliance to the Environmental Social Management (ESM) policy and procedure in day-to-day branch business.
- Leverage position as a trusted advisor to the customers to proactively manage Portfolio at Risk (PAR).
- Utilize the banks MIS system for continuous tracking of own performance, monitoring of customer satisfaction and provision of management / statutory reports as applicable.
3. Marketing & Brand Management
- Enhance creation by creating, communicating, delivering, and offering solutions that have value for customers, shareholders and partners.
- Build the Sidian Bank Brand to ensure that the bank is top of mind as an enterprise bank.
- Understand and provide clear direction to the branch based on market analysis of local area consumer trends and competitor offerings.
- Establish relationships with key clients or business influencers in the local area, including client entertainment within budget limits set by the business.
- Support product specialists and the sales team in marketing of initiatives and other products to local businesses.
4. Relationship Management & Customer Experience
- Key driver for not only customer satisfaction, but building a base of promoters by enhancing positive customer experience and advocacy to drive competitive advantage, leading to faster organic growth and lower cost.
- Achieve the set customer satisfaction score (CSAT), Customer Effort Score (CES), Customer Engagement Score and Net Promoter score (NPS).
- Co-ordinate branch initiatives aimed at gathering feedback from customers on service standards and advise Branch Manager on improvements.
- Engagement with customers and supporting them in times of personal need aimed at developing a strong bond and loyalty.
- Minimize customer attrition by offering the required solutions to the customer and proactively responding to queries and complaints.
- Achieve the required minimum client visits and customer engagement forums per year.
- Identify financial and non-financial requirements of High Net Worth (HNW) clients by conducting financial needs analysis.
5. Branch Operations:
- Support branch operations as assigned by the Branch Manager to manage leave and other emergency situations.
- Support the Branch Manager if called upon to be a Branch custodian and therefore adhere to the Branch opening procedure, branch cash procedure and other policies and procedures in the branch.
6. Personal Leadership & Development:
- Set performance objectives and measures of success in liaison with the Branch Manager and providing regular feedback from staff appraisal processes.
- Responsible for identifying personal career path in the bank.
- Keeping abreast with staff communications, attending staff meetings – morning huddles and weekly progress meetings.
- Preparing an annual Personal Development Plan (PDP) and ensuring its actualization.
- Adherence to the banks policies and procedures, dress code, code of conduct, HR policies and procedures and follows laid down grievance and disciplinary procedure to ensure a conducive work environment.
- Closure of identified deficiencies from concluded audits, correction within stipulated timelines, and ensure no repeat findings.
- Adhere to the set number of learning/training hours are achieved for self and direct reports, through E-learning and Internal training activities.
7. Risk & Compliance:
- Ensure that all customers onboarded to the bank meet the minimum criteria and are screened adequately considering the Banks AML/CFT/CPF guidelines and escalation of any suspicious accounts.
- Continuously monitor customer transactions in the context of the profile of the customer and properly document the background and purpose of all complex, unusual, large transactions, and all unusual patterns of transactions, which have no apparent economic or visible lawful purpose.
- Ensure that customer accounts are suitable for purpose e.g. avoid opening children’s accounts for normal day to day transactions as opposed to opening a current account.
- Prior to Customer on boarding, ensure that a potential client has been screened, account opening form is duly completed and all required documentation as per the account opening policy obtained.
- Ensure that verification is done as to the identity of the customer, documentation used to open account, and conducted transactions during the customer journey.
- Ensure that all transaction forms are filled to completion and properly reviewed. Where information provided is not reasonable, a suspicious transaction report should be raised immediately as per process indicating the basis of suspicion.
- Responsible for immediately alerting the MLRO on suspicious transactions or activities noted in customers’ accounts. Any inconsistent activities or transactions, any suspicious accounts, any attempted accounts or transactions, must be investigated and reported to the compliance function immediately, placing a clear basis of suspicion.
- Identify any high-risk accounts such as Politically Exposed Persons (PEP) at point of account opening and at execution of transaction continuously. Forward the details of such high-risk customer(s) and any PEP/PEP Related persons noted to senior management for approval. Ensure that such accounts have all the requisite documents such as updated annual EDDs, are marked as high risk in the system and the reason for high risk rating properly indicated.
- Identify customers in portfolio that require an update of profiles in a timely manner and ensure that the changes are maintained in the system and are up-to-date.
- Ensure that Ultimate Beneficial Owner (UBO) information is obtained and captured in Account Opening Documents (AODs) and core banking at point of account onboarding and throughout the customer journey.
- Ensure accurate and complete data has been captured in the system and that customers are properly risk rated or categorized as per bank policy on customer categorization as high, medium or low, and ensure that timely KYC update is done for the various risk categories of clients as per regulatory requirements.
- Ensure that the transactions contain the full details and the relevant supporting documentation and authorizations are in place where required. Where information provided is not reasonable, a suspicious transaction report should be raised immediately as per process indicating the basis of suspicion.
Decision Making Authority
- Customer onboarding as per policy.
- Portfolio management as per policy.
- Credit appraisal and debt monitoring for accounts in PAR or NPL as per policy.
Qualifications and Experience
Academic Background:
- University degree or above in a relevant business discipline (e.g. business administration or finance).
Work Experience:
- At least 5 years’ experience in retail banking and/or commercial banking.
- Minimum of 3 years sales experience (included within the 5 years overall experience).
Professional Certification (Added Advantage):
- Diploma in Banking – AKIB.
Skills & Competencies
- Sound knowledge of Retail Banking/SME products, services and processes together with exposure in retail banking branch operations or customer service delivery.
- Profound understanding of retail market, key competitors and offerings as well as our competitive edges to win quality customers.
- Thorough understanding of CBK regulatory framework and pertinent regulations impacting corporate customers.
- Strong leadership, marketing, sales and management skills.
- Highly effective communicator with excellent interpersonal and motivational skills.
- Solid performance management and motivational skills.
- Excellent relationship building and stakeholder management skills.
- Strong managerial, planning, analytical, decision-making, lateral thinking and project management skills.
