Head of Priority Direct (VRM)

About the role

The Head of Priority Direct (VRM) will lead ADIB’s Priority Direct operations across Dubai, overseeing multiple teams to deliver high‑quality service, achieve regional business targets and ensure compliance with Sharia‑compliant banking standards.

Key responsibilities

• Lead, mentor and manage Cluster Managers and indirectly the VRM teams, set performance expectations, sales targets and service KPIs, and drive recruitment and capability development.
• Drive acquisition of Priority Banking customers, monitor new‑to‑bank quality, generate pipeline for investments, takaful and cross‑sell opportunities, and track performance against MBO plans.
• Ensure consistent, high‑quality customer experience, handle escalated cases, monitor satisfaction scores and promote digital self‑service adoption.
• Maintain full compliance with ADIB policies, Sharia guidelines and regulatory requirements, manage operational risks and prepare for audits.
• Collaborate with Investment Advisors, Operations, Credit, Contact Centre and Branch Banking to support customer needs and implement new products and digital initiatives.
• Support strategic planning by providing market insights, analysing performance trends and leading projects or campaigns to improve service.

Required profile

• Minimum 15 years of banking experience in the UAE, with a strong background in priority or private banking.
• Proven track record of leading large, multi‑disciplinary teams and achieving sales and service targets.
• Deep understanding of Islamic Sharia‑compliant banking practices and regulatory environments.
• Strong business acumen, strategic thinking and decision‑making abilities.