A Ghaffar - Retail Banking Management, Business Development, Marketing - Cairo, Cairo Governorate, Egypt

Magdy A Ghaffar

Cairo, Cairo Governorate, Egypt


Retail Banking Management, Business Development, Marketing


o Define the Retail Banking strategy and determine short/long term objectives.
o Create the market segmentation model and identify the most attractive opportunities for the selected target segment.
o Re-structure the existing Retail products to comply with the Islamic sharieha principles.
o Establish the product management process including new product approval, monitoring profitability, product development and risk control.
o Design sales promotion and establish loyalty programs in all retail products to retain the desired target segment in the bank.
o Develop new Retail product with high value proposition to attract new segments and increase the bank’s market share.
o Develop the internal process and procedure and governance to portfolio performance and enhance the service quality.
o Re-structure the distribution channels functions and people to enhance its performance through credit and operation function’s centralization.
o Establish management by objective for all retail departments and branches.
o Establish sales culture (out-door sales) and redesign the acquisition model in the branches (cross selling and up selling).
o Develop the product development process and related activities.

Work History

Retail Banking Business Development Head

Housing & Development Bank

From April 2014

Recruited by the Managing Director to re-structure Retail banking organization, and design related functions and responsibly. Further, create and develop new products including Mortgage finance, those responsibilities are as the following:
o Develop the Retail organization in terms of the following: People, functions, location of each function and authority of each function.
o Establish job descriptions, Staff selection, re-allocate and design the necessary process to support the new structure and functions in order to achieve the business objectives.
o Establish product development methodology and process.
o Design market segmentation model for the entire Egyptian market to select and pursue the best business opportunities.
o Establish P & L templates to manage and to maximize the products profitability through proper pricing strategy based on the products' value added to each target group.
o Re-structure the existing product, as well as design new products to serve new segment in the market place.
o Recruiting skilled staff in some key positions and establish an efficient training crosses and workshops
o Up-grade the call center functions and assign marketing campaigns.
o Establish effective credit approval procedures (Retail credit policy) and assign its process to the credit administration.
o Establish an operational collection center team with people, job descriptions, procedures and system.

Co-founder & Director

East Gate Co. Ltd. For Financial

January 2012 - March 2014

Established Limited Liability Company, which engaged with the banks to provide investigation and verification facilities as a part of lending procedures, bad debts collection, marketing consultancy including researches, segmentation, define & design the appropriate criteria to select the location of new branches & ATMs according to the bank's strategy, provide training services to the banks' staff. The following training has been conducted for two banks during 2012 2013:
o Retail Banking fundamental.
o Successful Product Management Process.
o Market Segmentation & Identifying Business Opportunity.
o Product Development & P&L Management.
o Marketing & Sales Techniques.

GM / Deputy Retail Banking Head

Branches & Consumer Intelligence

April 2010 - November 2011

&Network Management

P&L Management

Development & Performance improvement

Strategic Development

Product Development

o Manage the retail banking sales and services function to ensure consistent delivery to the bank's customers in terms of maintaining services standard, allocate financial target, manage the business risk, building retention and expansion strategic concept through cross selling/up selling activities.
o Monitor the branches performance versus budget within P&L template and ensure achieving the breakeven point for the new branches.
o Re-structure the distribution channels functions and reallocate people to enhance its performance through credit and operation function's centralization.
o Reengineer the workflow processes through constant monitoring procedures to the branches' operational risk to obtain acceptable audit rating.
o Develop the staff training programs and establish an efficient incentive scheme to award and motivate the high performing staff.
o Create the business routine activity by which monitor the sales tactics in weekly, monthly basis and within the annual MBO agreement.
o Create efficient criteria to select and categorize the branch location, size, capacity and products/services types that satisfy the customers' needs in each location.

o Establishing the platform strategy for all Retail products in view of Bank's vision and mission, define the target market segment and pursue the best market opportunity.
o Manage the preparation of the new products proposals including target segment profile, value proposition, financial forecast and associated risks.
o Manage the products' profitability within an efficient P&L management template, pricing model considering the associated operation and market risks.
o Coordinate the market researches activities between the marketing team and the external agency.
o Create a competitive marketing plan to attract the targeted market segment and...

GM / Retail Banking Head

The United Bank

September 2008 - April 2010

Reporting to the CEO, with objective to establish Islamic Retail banking structure, processes and activities. Within eight month period and in coordination with Credit and risk, Audit, financial, administration, operation, Human resources & IT departments, a full Retail structure and processes established up and running. More than 55 ATM were installed and operated with full functions. After 15 months, succeeded to launch first Credit Card in Egypt complying with Islamic principles, in addition to another two assets product as well as 4 liability products. Furthermore, all Retail credit approval and functions has been centralized.
Strategic Development & P&L Management

Staff Development & Leadership


Development Management


o Define the Retail Banking strategy and determine short/long term objectives including market segmentation model, product development process, pricing strategy and P&L management.
o Design the Retail Banking structure and establish its divisions, and lead the effort to establish the related processes.
o Hiring staff, reallocate people and prepare the necessary training programs in order to create the sales culture and concept of Retail Banking.
o Monitor the branches performance versus budget within P&L template and ensure achieving the breakeven point for the new branches.
o Establish management by objective (MBO) for all retail departments and branches.
o Re-structure the distribution channels functions and reallocate people to enhance its performance through credit and operation function's centralization.
o Develop the internal process and procedure and governance to portfolio performance and enhance the service quality.
o Centralize the credit approval function to enhance the quality and improve the customer service through reducing the turnaround time.
o Design the workflow processes through constant monitoring procedures to the branches' operational risk to obtain acceptable...

Voting Member in the following committees

Intesa Sanpaolo

December 2006 - August 2008

from December 2006 to August 2008
Hired after the acquisition executed between "Intesa Sanpaolo-Italy" to "BOA- Egypt". Recruited by the Chairman and directly reported to the CEO with objective to understand the new direction of the Italian Group and to engage with the banks' consultants (McKinsey & Co. and Oliver Wyman) to reform Retail divisions, functions and establish five years business plan including financial budget. Rapidly acquired comprehensive understanding to the consultant's requirements, and developed detailed draft of suggested business plans to reposition the bank into the marketplace. Held full responsibility to restructure the existing product and designed new value proposition products by which increased the portfolio by 67% within 3 months timeframe. Succeeded to promote the bank's brand through bringing the European Champions League Cup to Egypt, which has been won by the Italian Club "AC Milan" and T. shirts signed by the players which been sold by auction in big party attended by high net-worth figures, and the total amount has been donated to the benefit of the Italian Hospital in Egypt as a charity. Held full P&L accountability for Retail product. Functional areas of responsibility involved Advertising, Market campaigns, research and Staff training.
**Voting Member in the following committees:
- Retail Credit Committee.
o Establish the product management process including new product approval, monitoring profitability, and held the full responsibility of P & L for all products.
o Worked as bank representative with "Mckinsey & Co." team in designing the market segmentation project and establish five years business plan.
o Worked as bank representative with "Oliver Wyman" team in Milan -Italy in "Best Practice Now" project to reform the credit approval process and related procedures for Retail and SME's through which improved and accelerated the credit decision making in the bank.
o Appointed as a member in Communication committee...

AGM / Head

Al Jazerah Bank

March 2006 - November 2006

Marketing & Product Development Division Head - from

July 2005 - February 2006


Operations Reengineering

Staff Development & Performance

Credit & Portfolio Management
o Ensure that Retail Credit Functions are operating efficiently at any point of time.
o Centralized credit approval processes to ensure proper implementation of Consumer Credit Policies and standard process & Procedures.
o Gave and recommended the necessary amendments in the products parameters which improved of product Credit quality, resulting in minimizing risk, maximizing profit.
o Conducted regular workshop to the customer service and sales team to update them with the approval process and credit approval procedures to decrease the number of declined applications.
o In coordination with the IT department, succeeded to automate the workflow through which improved the communication between the branches/sales which increased the approval ratio.
o Screening Credit Control weekly reports for early identification of weak credits criteria.
o Set standard process & Procedures for Retail Products & clients' verification support, Documentation, evaluation, lending & reporting System to avoid potential losses in the future, Consequently incremental provision.
o Enhanced the existing practice in terms of:
- Turnaround time. (Reduced from 12 working days to 3 working days).
- Newly introduced Credit Quality (Improve the process and procedures).
- Create customer segmentation model based on portfolio analysis in terms of payment history.
- Establish an efficient action plan as well as create the Recovery/collection activities to achieve significant reduction in the past due exposure whether principal or interest, consequently, increase bank's profitability & improve its stability.

Retail Credit & Risk Division Head - from

April 2003 - June 2005

o Create sales activities and tactics that enable the sales team to penetrate into targeted market segments and achieve their goals.
o Developed sales strategy and marketing plans, revenue and expense budget targets, incorporating sales activities and monitor achievement versus budget.
o Recruited, hired and trained 30 sales associate in less than one year.
o Identify variances and provide feedback and initiate any follow up corrective actions to enhance the existing products' competitive edge as well as the sales performance and productivity.
Marketing & Sales

AVP / Marketing & Sales Director/ Marketing & Product Development Head

Arab Banking Corporation

November 2000 - February 2006

from November 2000 to February 2006.
Joined the bank to establish the Retail process and Activities under the Supervision of Head of Retail and Head of Risk Management. Managed three different crucial functions across Retail Banking during six years. Broad scoop of responsibility including, Marketing and sales forecasting, P & L accountability, Strategic Marketing, Product development management, Pricing, Credit decision initiation and risk management.
Strategic Development

Marketing & Product Development

o Establish the Retail strategy with definite strategic objectives.
o Developing the corporate strategy and explore customers needs in order to attract a wide selection of market segments.
o Design & develop new Retail products that are appropriate for the targeted market segments to maintain the bank's competitive edge.
o Re-evaluate and develop the existing products in terms of value, cost, and pricing in order to enhance their performance as well as their profitability.
o Create market analysis model and related intelligence activities by which enable the organization to evaluate its position versus the competition.

Staff Development

November 2000 - March 2003

District Sales Manager - from

April 1997 - October 2000

o Design the Sales Action Plan for each territory in view of the market size, competition offering, potential business and Set the Annual Target and distributed it among the team leaders.
o Establish and create the business routine activity by which monitor the sales tactics in weekly, monthly basis and within the annual MBO agreement.
o Cultivated and maintain strong relationships with the key target customer in each territory marketplace to drive business development.
o Coached, Monitored and trained the Sales Team Leaders and sales officers, and lead them to achieve Their Assigned Target.
o Administered daily operations to ensure policies were adhered and understood by sales staff.
o Designed, developed, and launched successful employee recognition program.
o Promoted the bank's product into special offers for big corporate which resulted sales increase that exceeded the productive target by 36%.

Sales Team Leader - from

August 1996 - April 1997

o Establish Out-door Sales activities for Bank's Products.
o Implement the action plan designed by the relationship manager through submitting it to the sales team.
o Review the monthly performance with sales team and submitting results to the relationship manager.
o Led sales calls for big corporate and conducted presentation for its employees.
o Selected to train 50 customer service representatives. Functioned as ongoing lead trainer and assured consistent quality of service and professional environment.

Senior Customer Service - from

January 1995 - July 1996

o Handle customer inquiry, complains, payment extension, and different type of applications and requests. Manage high volume workload within a deadline-driven environment.
o Successfully defuse volatile customer situation one that resulted in the retention of more than 500 customers during an aggressive competition marketing campaign.
o Possess exceptional ability to build productive relationship with the customers, resolve complex issues and win customer loyalty.
o Demonstrated leadership skills in managing the customer service team and sense of urgency in rush days.
o Demonstrated outstanding problem solving and active listening skills able to defuse difficult customer service situation with tact and ease

District Sales Manager/ Sales Team Leader/ Senior Customer Officer


April 1993 - October 2000

Promoted three times over seven-years tenure. In addition to customer service, sales techniques, marketing and sense of urgency, provided leadership skills and expertise in designing special offers, pricing strategy, and P & L accountability. As a District Sales Manager, Managed 28 direct reports and 160 indirect reports. Reporting to the Head of Retail Banking Group.

Customer Service Officer - from

April 1993 - December 1994

o Open personal accounts (Current/saving) and selling loans, deposits and managing customer's requisites and inquiries.
o Consistently generating additional revenue utilizing product knowledge and friendly relationship with wide range of customers.
o Initiate proactive approach in cross selling and up-selling to the banks products, through frequent extraction to clientele base who's eligible for loans and made sales calls by which resulted exceeding the annual target by 30%.
o Awarded with "Employee of Month" three times, for commitment to going above and beyond the monthly target in regular basis.
o Viewed as exceptional team player. Successfully supported an understaffed call center for one month, by taking on the workload of two employees (Over 60 clients per day).

Document Examiner in L/C Department , and Credit Analyst in Credit Department

Nile Bank

December 1987 - February 1993

Professional Training & Courses
Letter of Credit Course
At the Egyptian Institute for Accountants & Auditors
Retail Banking Orientation course
At the MashreqBank Training Center
Total Quality Advantage
At the MashreqBank Training Center
Problem Solving & decision making.
At the MashreqBank Training Center
Local Market Management (By En-Act Sys. USA)
At the MashreqBank Training Center
Wolf Sales.
At the MashreqBank Training Center
Microsoft Excel
At the MashreqBank Training Center
Time Management workshop.
At the MashreqBank Training Center
Quality Management skills.
At the MashreqBank Training Center
Excellent in Selling.
At the MashreqBank Training Center
Strategic Marketing.
At Format - German Chamber of commerce - Cairo/Egypt.
Development of Micro and SME Lending in Banking Operations
Egyptian Banking Institute in cooperation with Deutsche Bank.
Successful Development of New Products And Services

Qualifications & Certifications


Cairo University

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