Ahmad W. Sleiman
Dubai
Summary
Dynamic executive with a strong focus on strategic leadership and operational excellence, demonstrating a proven track record of driving substantial growth and optimizing processes. Expertise in strategic planning, financial management, and stakeholder engagement enhances the ability to foster collaboration across teams. Recognized for adaptability and reliability, consistently delivering high-impact results in fast-paced environments. Committed to leveraging extensive experience to contribute to organizational success and innovation.
Overview
20
20
years of professional experience
Work History
VP-Products
Al Masraf
10.2024 - Current
- Lead the product strategy and lifecycle management across Liabilities, Assets, Cards, Investments, Bancassurance, and E-Channels, ensuring alignment with the Bank’s strategic objectives.
- Drive digital transformation and innovation, optimizing mobile and online banking platforms to enhance customer engagement, functionality, and adoption.
- Develop and execute deposit mobilization strategies, with a strong focus on CASA growth, term deposits, pricing optimization, and interest rate risk management in coordination with Treasury.
- Oversee asset-side product strategies, enhancing loan offerings while ensuring risk-adjusted returns, portfolio quality, and sustainable profitability.
- Define and lead the Cards and Payments strategy, including product innovation, loyalty programs, merchant acquiring partnerships, and revenue optimization.
- Expand wealth management and investment offerings through strategic partnerships and collaborative product development.
- Leverage data-driven insights and analytics to optimize pricing, profitability, product performance, and revenue generation across all product lines.
- Ensure full regulatory compliance with CBUAE regulations and applicable international standards, embedding strong governance and risk controls into product design and delivery.
- Collaborate closely with Sales, Marketing, Treasury, Risk, Operations, IT, and Compliance to deliver integrated, customer-centric solutions and accelerate time-to-market.
- Lead, mentor, and develop a high-performing product team, fostering a culture of innovation, accountability, and operational excellence.
- Partner with executive leadership to refine business strategies, strengthen market positioning, and drive sustainable growth.
- Champion transformational initiatives and continuous improvement programs that enhance service quality, efficiency, and customer experience.
AVP-Products
Al Masraf
12.2023 - 10.2024
- Drive strategies to enhance long-term profitability and support the achievement of the Bank’s financial and business objectives.
- Increase CASA portfolio profitability through close collaboration with Sales and Marketing, including targeted acquisition and retention initiatives.
- Execute cross-selling strategies to grow fee-based income and deepen customer relationships across relevant product lines.
- Optimize existing deposit products and services to align with evolving customer needs and market conditions.
- Monitor interest rate movements and implement appropriate liability risk management strategies in coordination with Treasury and Risk.
- Build and maintain strong customer relationships to enhance loyalty, retention, and deposit volumes.
- Ensure full compliance with applicable laws, regulations, and internal policies, including CBUAE requirements.
- Manage and motivate deposit mobilization and customer service teams, ensuring achievement of performance and service quality targets.
- Lead and support strategic initiatives aimed at improving operational efficiency and cross-departmental collaboration.
- Develop and implement risk management and mitigation measures to manage financial and operational exposure.
- Streamline management and regulatory reporting, enhancing the accuracy and reliability of forecasts, analyses, and documentation.
- Maintain robust controls and documentation to ensure sustained regulatory compliance and audit readiness.
Unit Head - Alliances and Acquisitions
Dubai Islamic Bank
04.2021 - 11.2023
- Lead and coordinate acquisition and alliance strategies to enhance profitability and support the Bank’s business growth objectives.
- Drive client acquisition initiatives with a strong focus on CASA portfolio growth and profitability across retail and workplace banking segments.
- Streamline and continuously enhance digital onboarding journeys, improving customer experience, conversion rates, and operational efficiency.
- Develop and manage corporate alliances, employer partnerships, and co-branded programs, supporting employer branding and employee banking propositions.
- Identify market expansion opportunities, strengthen the sales pipeline, and accelerate revenue generation through targeted acquisition campaigns.
- Provide leadership and direction to the team, growing the acquisition portfolio and overall revenue performance.
- Design and execute business development initiatives and improve sales programs to increase productivity and partner engagement.
- Plan and manage Workplace Banking events, including company days, roadshows, and interactive engagement sessions to drive awareness and onboarding.
- Collaborate closely with Digital, Marketing, Operations, Compliance, and Shariah teams to ensure effective execution and regulatory alignment.
Business Development and Sales Manager
Dubai Islamic Bank
06.2014 - 03.2021
- Achieved monthly sales targets of AED 30 million, contributing directly to portfolio growth through acquisition of new-to-bank and expansion of existing relationships.
- Managed a portfolio of 200+ active client accounts, with annual business volumes exceeding AED 200 million across deposits, financing, and fee-based products.
- Drove CASA growth, increasing low-cost deposit balances through targeted acquisition, salary transfer relationships, and cross-selling initiatives.
- Generated fee-based income by promoting value-added products including cards, trade-related services, and ancillary banking solutions, contributing to improved portfolio profitability.
- Improved product mix by shifting customer balances toward higher-margin and sticky products, supporting sustainable revenue and customer retention.
- Delivered 10% year-on-year sales growth through consultative selling, structured up-selling, and proactive customer engagement.
- Strengthened long-term client relationships by providing tailored, Shariah-compliant financial solutions aligned with customer needs and risk appetite.
- Collaborated with internal teams to ensure effective onboarding, service delivery, and compliance with regulatory and Shariah requirements.
Deputy Manager
Al Baraka Bank
06.2009 - 01.2014
- Trained and coached sales associates on Shariah-compliant products and structures, as well as consultative selling techniques, to ensure compliance and effective customer engagement.
- Expanded revenue from existing customer portfolios, achieving a 15% year-on-year increase through cross-selling of Islamic retail banking products and relationship-based sales.
- Led the end-to-end launch of the Bank’s E-Banking services, ensuring alignment with Shariah governance requirements, internal controls, and customer accessibility.
- Analyzed expenses, competitive Islamic banking offerings, and revenue performance, producing management reports to support strategic planning and pricing decisions.
- Designed and implemented a Retail Islamic Financing Pre-Qualification Calculator, aligned with Shariah principles, to support sales units, improve turnaround time, and enhance credit quality.
- Led teams in executing Shariah and regulatory compliance assessments, strengthening adherence to Central Bank regulations and internal Shariah governance frameworks.
- Streamlined customer service and financing processes to improve service quality, reduce processing timelines, and enhance customer satisfaction while maintaining Shariah compliance.
- Developed and delivered training programs focused on Islamic banking concepts, product structures, and compliance requirements, improving staff performance and knowledge retention.
Senior Marketing Executive
Gulf Bank
06.2006 - 01.2009
- Achieved 120% of assigned product sales targets, consistently exceeding sales goals by an average of 20% through effective campaign execution and market-focused initiatives.
- Converted prospects by proactively addressing customer objections and clearly articulating product value propositions, driving higher conversion rates and revenue growth.
- Developed and executed integrated marketing strategies and campaigns to strengthen brand visibility, expand market penetration, and support product sales objectives.
- Led and coordinated cross-functional teams (Sales, Product, Digital, and Operations) to deliver high-impact marketing campaigns that increased customer engagement and brand loyalty.
- Analyzed campaign performance and customer insights to continuously optimize messaging, channels, and return on marketing investment.
Education
Doctorate of Business Administration (DBA) -
Swiss Business School
Switzerland01.2024
Master of Applied Research (MOAR) - undefined
Swiss Business School
Switzerland01.2022
MBA - Information Technology
AUL University
Lebanon01.2012
Diploma in Management Information Technology - undefined
IBS - Institute of Banking Services
Kuwait01.2007
Diploma in Management Information Systems - undefined
Beirut Arab University
Lebanon01.2006
Bachelor of Computer Science - undefined
Beirut Arab University
Lebanon01.2005
Skills
- Open banking expertise
- Marketing strategy development
- Internet of Things (IoT)
- Asset and Liability Management (ALM)
- Sharia-compliant financial solutions
- Streamlined digital onboarding
- Managing high-performance teams
- Profit enhancement strategies
- Tolerance to Change & Uncertainty
- Sales Pipeline Management
- Document Screening & Signature Verification
- Effective Negotiation
- Analytical reasoning
Interests
Traveling, Reading, and Sports.
Languages
Arabic
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
Timeline
VP-Products
Al Masraf
10.2024 - Current
AVP-Products
Al Masraf
12.2023 - 10.2024
Unit Head - Alliances and Acquisitions
Dubai Islamic Bank
04.2021 - 11.2023
Business Development and Sales Manager
Dubai Islamic Bank
06.2014 - 03.2021
Deputy Manager
Al Baraka Bank
06.2009 - 01.2014
Senior Marketing Executive
Gulf Bank
06.2006 - 01.2009
Master of Applied Research (MOAR) - undefined
Swiss Business School
MBA - Information Technology
AUL University
Diploma in Management Information Technology - undefined
IBS - Institute of Banking Services
Diploma in Management Information Systems - undefined
Beirut Arab University
Bachelor of Computer Science - undefined
Beirut Arab University
Doctorate of Business Administration (DBA) -
Swiss Business School