RL - Mortgages: Product Lead Digital

About the Role:

Product Lead - EndtoEnd Digital Platforms & Growth (Mortgages: HL, LAP & ASHA)

The Product Lead is responsible for endtoend ownership of all digital initiatives across the mortgage portfolio (Home

Loans, LAP and ASHA). The role drives platform strategy, delivery, adoption and measurable business outcomes for core

systems including SFDC, Omega, Builder Ecosystem, Siddhi, Saathi, and other digital tools.

In addition, the role owns digital lead generation and lead management, including PQ leads, CIBILbased nudges,

preapproved funnels and sourcing funnel expansion, ensuring a strong, scalable and highquality inflow of business.

Details of the Role:

Department Retail Lending Grade SVP 1

Sub-Department RL- Mortgages Reporting (Business) EVP

Location Mumbai Reporting (Matrix)

Key Responsibilities:

. 1. Digital Product Strategy & Ownership

o Define and own the overall digital vision and multi-year roadmap for HL, LAP and ASHA

o Align digital initiatives with business strategy, P&L goals, productivity targets and risk appetite

o Ensure end-to-end ownership from ideation to execution, adoption and value realization

o Act as the single anchored product owner to avoid fragmentation across platforms and teams

. 2. SFDC - Development and Adoption

Own end-to-end SFDC implementation and enhancement for mortgages, including:

o Lead management & sourcing workflows

o Sales, credit, fulfillment, disbursement and post-disbursement journeys

o Lead business requirement definition, user story creation and prioritization

o Drive process re-engineering, eliminating manual and redundant workflows

o Ensure scalability, data integrity, system performance and regulatory readiness

o Drive end to end adoption across the country within the stipulated timelines

o Define success metrics and adoption KPIs for each platform

. 3. Ownership of Digital Ecosystem Platforms

Drive development, rollout and adoption of supporting platforms, including but not limited to:

o Omega - core processing / workflow enablement

o Builder Ecosystem - builder engagement, sourcing, project mapping and partnerships

o Siddhi - productivity, enablement or process-specific digital tool for Sales Team

o Saathi - sales/DSA/channel partner enablement and engagement

o Ensure tight integration across SFDC, analytics and ecosystem platforms

o Define success metrics and adoption KPIs for each platform

. 4. Digital Lead Generation & Funnel Expansion

Own end-to-end digital sourcing strategy, including:

o Pre-approved and pre-qualified leads

o CIBIL-based nudges, trigger-based offers and cross-sell opportunities

o Partner with Marketing, Analytics and Risk to ensure lead quality, conversion and profitability

o Continuously optimize lead allocation, prioritization and aging management

o Track ROI and effectiveness of each digital sourcing channel

. 5. AI Champion for Mortgages Business

. Lead AI-driven decisioning and insights across the mortgage lifecycle, leveraging ML models for lead

prioritization, propensity-to-convert scoring, early risk signals and intelligent routing of PQ leads and

CIBIL-triggered opportunities.

. Drive AI-enabled productivity and automation by embedding intelligent assistants, rule engines and predictive analytics into SFDC and allied platforms (Omega, Saathi, Siddhi), reducing manual effort, improving TAT and enabling next-best-action for sales and operations teams. . Champion AI-led personalization and funnel expansion, using customer data, bureau signals and behavioral analytics to power contextual nudges, pre-approved offers, dynamic sourcing journeys and continuous optimization of digital conversion funnels. . Enabling AI based BOT calling for Cibil triggers, BT database . Bot based call centre calling on digital leads before sending to AVC agent . 6. Stakeholder & Governance Management o Act as the primary interface between Business, IT, Analytics, Risk, Compliance, Operations and Vendors o Lead governance forums including design reviews, steering committees and release councils 7. Compliance, Risk & Controls o Ensure all platforms and journeys comply with RBI, NHB, internal policy and audit requirements o Embed maker-checker controls, audit trails, exception handling and data privacy safeguards o Partner with Risk & Compliance for proactive regulatory readiness 8. Vendor & Partner Management o Lead engagement with SFDC partners, system integrators, fintechs and platform vendors o Define SLAs, delivery standards and escalation frameworks o Evaluate and onboard new technologies to strengthen the mortgage digital ecosystem 9. Channel allocation: . Engaging with central channel team managing AVC to understand conversion and lead funnel analysis. Ensuring channel team reports and tracks conversion for AVC. . Enabling internal sales teams to call on the various database programs via siddhi. Working with respective channel teams (Branch/Open market) to understand conversion rates. . Specific target and conversion on cibil triggers via Siddhi and AVC. Working with Cibil and BIU to optimize triggers

Role Requirements:

Qualification:

. Graduation/post-graduation from a recognized institute

. 10+ experience from BFSI

Role Proficiencies:

. Strong analytical and problem-solving skill

. Proficiency in managing complex client relationships, diverse stakeholders

. Capability to handle pressure and meet deadlines

. Competence in managing within a dynamic, priority-setting environment

. Strong risk and compliance mindset

. Adept at communication and interpersonal skills