Product Manager - Demat & ASBA

Department: Retail Liabilities

Roles & Responsibilities: '

1. Define and finalize the end-to-end process flow for Instant Demat Account and Physical Demat Account onboarding, including operational controls and exception handling.
2. Improve the customer journey for Demat account opening and ASBA-based IPO investment, ensuring a seamless and compliant digital experience.
3. Develop, review, and enhance customer-facing forms and documentation, including Demat Account Opening Forms, Service Request Forms, Nomination Forms, and Demat servicing requests.
4. Collaborate closely with Compliance, Risk, NSDL, and other regulatory stakeholders to implement regulatory changes and ensure adherence to SEBI, Depository, and Bank guidelines.
5. Evaluate and benchmark Demat product pricing and charges against industry standards and recommend competitive fee structures to drive customer acquisition and profitability.
6. Coordinate UAT, certification, and production readiness testing for Demat and ASBA-related applications with NSDL, Exchanges, Brokers, and internal technology teams.
7. Work with Net Banking, Mobile Banking, and ASBA platform teams to enhance the customer journey for IPO investments, Demat servicing, and account maintenance.
8. Drive continuous enhancement of the Bank's Demat and ASBA offerings by evaluating market trends, customer needs, and competitive product propositions.
9. Conduct training and provide product support to frontline sales, operations, and service teams on Demat accounts, ASBA processes, IPO investments, and related customer queries.
10. Lead the development and launch of integrated Demat and ASBA capabilities, enabling customers to seamlessly open Demat accounts and participate in IPOs through digital banking channels.

Secondary Responsibilities:

• Drive digital acquisition campaigns to increase Demat Account penetration within the existing customer base.
• Promote adoption of the Bank's 3-in-1 offering among existing customers through targeted marketing and engagement initiatives.
• Collaborate with Marketing and Digital teams to implement website and communication updates driven by regulatory changes, product enhancements, and business priorities.

What We’re Looking For

Education

• Graduate in any discipline (mandatory)
• Postgraduate degree (MBA preferred)

Experience

• Minimum 4 years of relevant experience in the BFSI sector, preferably in Capital Markets, NRI Banking, or Investment Services

Skills & Attributes

• Strong understanding of ASBA, IPO processes, and NRI PIS regulatory frameworks
• Experience in process design, documentation, and stakeholder coordination
• Ability to manage cross-functional collaboration with Compliance, Risk, Legal, IT, and Operations
• Excellent communication and training skills
• Strategic thinking with a customer-centric approach
• Familiarity with digital banking platforms and campaign execution