ADIB is more than a profit-oriented bank

Samih Awadhalla has been appointed Retail Banking Group head at ADIB. In an in-depth interview with Fahim uz Zaman, Qorus Regional Director, Middle East & Africa, he discusses the challenges he will face, his strategy, his vision of the banking industry and ADIB's latest successes.


Since the beginning of 2022, you have been assigned to lead the Retail Banking Group at ADIB. Can you tell me more about your career path? 

I joined ADIB in 2009 as Head of Branches, bringing with me over two decades of banking experience.

I was then promoted to be the Head of Retail Distribution, where I was responsible for leading a distribution network of more than 60 branches and 500 ATMs, in addition to the call center and the Direct Sales Unit. 

I was also responsible for driving sales and revenues within the Retail Banking proposition comprising Liabilities & Wealth Management, Assets and Cards. 

During my tenure as Head of Retail Distribution, I succeeded in growing the branch network, enhancing ADIB market share in the UAE, and in achieving above market growth rates through revenue acceleration initiatives.

This experience was invaluable in preparing me for my current scope with ADIB, where I lead the full Retail Banking Proposition comprising Liabilities & Wealth Management, Assets, Distribution, Cards, SME, e-Channels, Marketing and Segments. 

I am currently responsible of driving the strategy to maintain ADIB position as a leading retail bank in the UAE with a large market share. 

I work closely with my team to ensure we follow the highest standards of customer service and operational excellence across product ranges and multi-channels including branch, mobile and digital.