Claude Agyen-Asamoah
Accra
Summary
Strategic consumer sales and service expert with extensive knowledge and experience in developing and executing value propositions across the client value chain that work for consumers in growing evolving markets. Proven track record in high-level leadership with vast experience in digital banking and open banking. Versatile, resourceful and creative, employing design thinking as an approach to problem-solving
Overview
9
9
years of professional experience
Work History
Head, Payments and Digital Commercialization
ABSA BANK
03.2022 - Current
- Responsible for the bank's Card Issuing business, Merchant Acquiring, Digital Banking, Remittances, Micro lending and ATM Acquiring.
- Delivered end-to-end product strategy from conceptualization to commercialization including process design, product governance, and regulatory engagements in line with group strategy
- Collaborated with key cross-functional stakeholders including Product Teams, Governance & Control, Risk, Legal, Compliance, Credit, Finance, Engineers, Marketing, and Product Sales teams to execute product strategy
- Ensured product knowledge across frontline and coverage teams to drive product adoption across all customer segments
- Managed delivery of group and country payments and digital product strategy to implement 8 new products and 4 product enhancements with over 350% ROI within a year
- Developed new income streams through co-created collection propositions in partnership with Government, MNOs, FMCG, Insurance and Fintech clients, turning over 1.7 times CIB balance sheet
- Implemented new pricing models based on market research to drive customer behavior, grow digital payment adoption and increase non-funded income by 65% YoY with no attrition
- Designed comprehensive dashboards using PowerBI to generate new customer and product insights by tracking, streamlining and forecasting key product metrics including income, balance sheet, active utilization, growth and costs (each at segment, sector and banker level)
- Defined product roadmaps and go-to-market strategies to digitize manual processes and drive change management within core functions
- Rolled out the Dynamic Currency Conversion on all ATMS – giving the bank an additional income of Ghs 18m
- Led the remittance business – landing a total income of Ghs25m
- Grow digitally active numbers by 35% between 2022 and 2025. Currently at
- Grow the card business – having over 60% of the credit card stock in the industry. Currently at
- Led the merchant acquiring business with over 1600 merchants
- Delivered over Ghs250m asset booking monthly on the bank's alternative lending portfolio.
- Cut down scheme cost and penalties by 50%
- Landed new initiatives like the first ever metallic infinite and signature cards, Momo on POS, Virtual Cards, Visa Direct, Corporate debit and credit cards, Buy Now, Pay Later, Remote onboarding (Web Portal) and the Remittance engine
- Handled a team of 60 staff to deliver on all strategies for the year
- Ensure the delivery of a total income of Ghs150m for the year.
- Represents the Retail and Business Banking Department on the bank's Country Management data committee working group – achieving a success rate of 90% data quality.
- Lead on People and Performance management (score cards) – designed the score cards for all the colleagues in Retail and Business Banking – leading to an all-high productivity score
- Represents the Retail and Business Banking Department on the bank's Pan Bank Rewards Committee – highlighting successes in pan bank collaborations and exceptional individual performances
Head - Channels
ABSA BANK
01.2020 - 02.2022
- Led 60 standard branches, 10 prestige centers, 4 premier suites, and 166 ATMs of the bank.
- Executed strategic channel strategy to drive client acquisition and delivery of the bank's products
- Defined client pipeline within Business banking and CIB for adoption – to increase customer acquisitions and product offerings and tracked to achieve 15% portfolio adoption within 6 months.
- Led a sales force of over 250 to book asset sales of Ghs40m monthly
- Re-designed the segmentation of the bank's customer base - ensuring the right customers were placed in the right segments with the right offerings – leading to an improved product holding ratio of over 80%.
- Led colleague engagement initiatives as part of rebranding & transition exercise of the bank from Barclays to Absa.
H– Transactional Banking, Bancassurance and Card Acquiring
ABSA BANK
09.2018 - 12.2019
- Grew the bancassurance fee lines by over 100% from Ghs 500k to Ghs 1.5m
- Improved the customer penetration rate for insurance from 11% to 18%
- Revamped the award-winning transactional account – the ultimate account – and grew the customer base from 27k to 48k
- Led a team of retail staff, ensuring optimal performance and adherence to company policies.
- Delivered high-quality creative solutions for the bank's bancassurance and card acquiring business.
- Developed strong rapport with partners & stakeholders by maintaining a professional demeanor during all interactions.
- Boosted customer engagement by implementing creative retail marketing strategies.
Head – Customer Lifecycle Management
ABSA BANK
01.2016 - 08.2018
- Re-designed the client value propositions for retail and business banking – enabling the acquisition and retention of clients in alignment with country and group strategy
- Reduced the bank's dormancy rate from 45% to 20%
- Leveraged the new metrics Involved and Engaged to drive high product holding ratios – ensuring over 87% of customers on-boarded funded their accounts, had a card and an additional product.
- Grew the active customer base from 55% to 80%
- Managed a team of over 20 to achieve high customer satisfaction scores.
- Effectively translated customer analytics into clear insights and actionable recommendations.
- Maintained a high level of professional knowledge, staying informed on industry news and best practices in order to provide exceptional client solutions
- Collaborated with team members and key stakeholders to meet monthly performance targets, contributing to the retail and business banking success.
Relationship Manager – Employee banking
ABSA BANK
01.2016 - 08.2018
- Managed a portfolio of 70 companies.
- Increased company engagement with product offerings.
- Secured contracts with leading organizations such as Tema Oil Refinery, Ghapoha and GRIDCO.
- Led a team of 25 salespeople to book loans worth 3m monthly and on-boarded 120 new customers monthly
- Won the best Relationship Manager for the year
- Built and maintained relationships with new and existing clients while providing high level of expertise.
- Consistently exceeded quarterly sales goals by cultivating a strong network of professional contacts and referrals.
- Achieved goals for sale of bank products and services and exceeded performance metrics for customer service.
- Maintained knowledge on banking products and distribution to provide optimal service support.
Education
LLB -
Ghana Insitutue of Management
Accta07-2021
MBA -
Australia Institute of Business
Australia08-2018
Associate of Arts - Social Sciences
Kwame Nkrumah University of Science & Technology
Kumasi, Ghana05-2006
Skills
- Product Management
- Strategy Development
- Commercialization
- Business Insights
- Analytics
- Data Analytics
- Visualization
- BI tools
- Customer relationship management
Management Committees
- Data Quality Committee, Business representative, 03/01/22, Present
- Pricing Committee, Business representative, 03/01/22, Present
- Change Steering and Funding Committee, Business representative, 03/01/22, Present
Languages
French
Advanced (C1)
English
Bilingual or Proficient (C2)
Timeline
Head, Payments and Digital Commercialization
ABSA BANK
03.2022 - Current
Head - Channels
ABSA BANK
01.2020 - 02.2022
H– Transactional Banking, Bancassurance and Card Acquiring
ABSA BANK
09.2018 - 12.2019
Head – Customer Lifecycle Management
ABSA BANK
01.2016 - 08.2018
Relationship Manager – Employee banking
ABSA BANK
01.2016 - 08.2018
LLB -
Ghana Insitutue of Management
MBA -
Australia Institute of Business
Associate of Arts - Social Sciences
Kwame Nkrumah University of Science & Technology
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