The DSF Liability and Accounts Unit is the sales channels under Retail banking, catering to the Liability requirements of Emirates NBD & new to bank customers in UAE. The unit’s core responsibility is to increase the market share of Liability Business and function in line with the Group’s overall business strategy.

The Unit is responsible for developing and growing fixed deposits and CASA base for the Retail bank, offering a strong payroll proposition for corporate with best‑in‑class liability products offers. Creation of integrated sales models for Personal and Priority Banking segments focusing on payroll sourcing, servicing, managing new and existing relationships.

The unit will also focus on cross selling of other retail banking products such as, credit cards, Bancassurance, overdraft, etc. to increase the profitability of the unit and the overall revenue for Retail Bank.

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