Head of Priority Direct – Dubai

About the role

The Head of Priority Direct (VRM) will lead Priority Direct operations across multiple teams in Dubai, ensuring high‑quality service delivery, achievement of regional business targets, and compliance with ADIB’s Sharia‑compliant standards. This senior position drives acquisition, portfolio growth, customer satisfaction, and operational excellence.

Key responsibilities

• Lead, mentor and manage Cluster Managers and indirectly oversee VRM teams, setting performance expectations, sales targets and service KPIs.
• Drive acquisition of Priority Banking customers, monitor new‑to‑bank quality, and ensure strong pipeline generation for investments, takaful and cross‑sell opportunities.
• Ensure consistent, high‑quality customer service, address escalated cases and improve satisfaction scores.
• Maintain full compliance with ADIB policies, Islamic Sharia guidelines, and oversee operational risk, audit readiness and corrective actions.
• Collaborate with Investment Advisors, Operations, Credit, Contact Center and Branch Banking to meet customer needs and implement new products and digital initiatives.
• Support strategic planning, provide market insights, analyse performance trends and lead improvement projects.

Required profile

• Minimum 15 years of banking experience in the UAE.
• Proven leadership and people‑development capabilities.
• Strong strategic thinking, business acumen and ownership mindset.
• Customer‑focused with excellent decision‑making and problem‑solving skills.
• Effective communication and influence across cross‑functional teams.