• Location: Head Office
• Department: Business Banking
• Reports To: Head of Business

Job Purpose

To strategically lead and execute the sales engine for Gulf African Bank’s digital solutions, driving mass acquisition, activation, and engagement. The role is accountable for achieving and exceeding sales targets through direct management of DFS Agents, seamless integration with the branch network, and high-quality customer interactions. The position owns the end-to-end digital customer lifecycle, from onboarding to retention and advocacy, and is responsible for the continuous use of customer feedback to improve sales effectiveness and overall customer experience.

Key Responsibilities:

• Team Leadership & Branch Coordination
• Recruit, train, coach, and performance-manage a high-performing team of DFS Agents.
• Mentor and guide DFS Agents to ensure skill development, customer-centric selling behaviors, and readiness for role progression.
• Serve as the primary liaison between DFS and branch networks to optimize agent deployment, joint campaigns, and conversion rates.
• Conduct regular performance reviews and provide actionable feedback aligned to both sales results and customer experience outcomes.
• Embed customer feedback and customer experience insights into agent coaching, sales scripts and branch execution plans.
• Conduct regular performance reviews and provide actionable feedback aligned to both revenue delivery and customer experience outcomes.
• Business Development and Market Insights
• Develop and implement a data-driven digital sales strategy to acquire new customers and grow digital product penetration.
• Drive virtual account openings, credit card acquisitions, prepaid card sales, digital lending, and online banking onboarding.
• Lead merchant acquisition for collection solutions, ensuring compliance with recruitment processes and tracking performance.
• Execute targeted “market storm” campaigns in collaboration with branch teams to accelerate customer acquisition.
• Monitor and drive DFS product uptake in branches against agreed KPIs.
• Conduct ongoing market scanning, competitor analysis, and customer needs assessment to inform sales strategies, campaigns, and product positioning.
• Translate market and customer insights into actionable recommendations for management and cross-functional teams.
• Customer Lifecycle Management, Retention & Feedback
• Proactively visit merchants to drive transaction volumes and reduce dormancy below defined thresholds.
• Ensure merchant outlets are fully branded with up-to-date collaterals.
• Support customer education and product utilization campaigns.
• Implement customer feedback channels and ensure timely resolution of customer issues.
• Collaborate with the DFS Head Office team to resolve operational issues affecting DFS business to enhance uptake of DFS innovations at the branch.
• Own and manage the full digital customer lifecycle including onboarding, activation, usage growth, retention, and reactivation of dormant customers.
• Implement structured customer feedback mechanisms (e.g., onboarding surveys, merchant visit feedback, NPS/CSAT tracking)
• Analyze customer feedback, complaints, and use data to identify pain points, root causes, and improvement opportunities.
• Ensure timely closure of customer issues within agreed SLAs and track feedback resolution turnaround times.
• Relationship Management & Customer Experience Ownership
• Manage assigned customer portfolios to build trust, increase engagement, and grow revenue.
• Address customer inquiries within agreed Service Level Agreements.
• Uphold strict confidentiality and data protection standards in all customer interactions.
• Implement structured customer feedback mechanisms (e.g., post-onboarding feedback, merchant visits, issue logs) and ensure timely resolution of customer concerns.
• Act as the single relationship owner for key digital customers and merchants, ensuring proactive engagement and retention planning.
• Develop relationship plans for high-value merchants and customers to increase wallet share and product utilization.
• Track and improve customer experience metrics such as satisfaction scores, retention rates, and engagement quality.
• Compliance & Operational Excellence
• Ensure full adherence to CBK banking guidelines, AML/CFT policies and the Data
• Protection Act, alongside internal policies and regulatory requirements.
• Comply with operational and credit policies during client onboarding and servicing.
• Maintain accurate records of all customer engagements and transactions (call reports).
• Prepare and submit timely performance reports to management.
• Conduct monthly portfolio reviews with line manager to track growth and conversion metrics.
• Collaborate with support functions to enhance process efficiency and customer experience.
• Brand and Support
• Act as a brand ambassador, promoting the bank’s values and digital vision.
• Escalate and resolve customer issues promptly to maintain satisfaction.
• Support bank-wide growth initiatives and strategic campaigns.

Qualifications and Experience

• Bachelor’s degree in Business Administration/ Marketing/ Commerce/ Economics/ Information Systems (with strong commercial exposure) from a recognized institution.
• Minimum of 3 years of sales experience in banking, preferably in digital sales.
• Proven track record in meeting/exceeding sales targets.
• Strong interpersonal skills with the ability to build lasting relationships.
• Excellent communication and presentation skills.
• Confident with the ability to relate to people from varied circumstances and walks of life.
• Awareness of financial services.
• Possess public relations skills in both formal and social gatherings with the ability to establish and maintain effective working relationships with those interacted with in the
• course of carrying out duties.