Assistant Marketing Manager - Retail at Equity Bank Kenya

Job Purpose Statement

• This role is responsible for developing and executing marketing strategies to promote retail banking products such as savings, loans, and mobile banking services. This position ensures the effective implementation of marketing initiatives, monitors campaign performance, and contributes to customer engagement and retention within the retail segment.

Key Responsibilities

Strategy Development and Execution:

• Assist in creating and executing comprehensive marketing strategies that drive growth in retail banking products (e.g., savings accounts, personal loans, mobile banking).

Campaign Planning and Execution:

• Drive planning, execution, and monitoring of marketing campaigns for new product launches, seasonal promotions, and ongoing digital banking services.

Market Research and Consumer Insights:

• Conduct thorough market research to understand customer behaviors, needs, and emerging trends in the retail banking sector.

Collaboration with Cross-functional Teams:

• Collaborate with branch managers and sales teams to coordinate the execution of marketing initiatives at local branches and across digital platforms.

Campaign Budget and ROI Management:

• Track campaign performance and measure ROI, ensuring the marketing strategies are cost-effective and delivering the desired results.

KPI Tracking and Reporting:

• Monitor and report on the effectiveness of campaigns, providing regular updates on performance, key success metrics, and areas for improvement.

Customer Relationship and Retention:

• Development and execution of customer loyalty programs, aimed at improving retention and increasing lifetime value.

Brand Messaging and Positioning:

• Support the development of consistent brand messaging that emphasizes the convenience, security, and empowerment provided by Equity Bank’s retail banking products.
• Ensure that all marketing communications are tailored to the needs of different customer groups, enhancing customer experience and satisfaction.

Digital Marketing and Innovation:

• Stay up to date with fintech innovations (e.g., mobile wallets, USSD services), and incorporate new technologies into marketing campaigns to increase customer engagement and adoption.

Qualifications

Academic, Professional Qualifications & Experience:

• Bachelor’s degree in marketing or a related field.
• Postgraduate education and/or professional certifications in a relevant domain are a plus.
• 3-5 years of experience in marketing.
• Experience in the marketing and corporate affairs industry is an advantage.
• Key Technical & Leadership Competencies:
• Strong interpersonal, communication, and negotiation skills.
• Exceptional writing and presentation abilities.
• Effective decision-making and leadership skills.
• Expertise in customer and stakeholder management.
• Entrepreneurial and commercially focused mindset.
• Advanced analytical, conceptual, and creative problem-solving abilities.
• Excellent listening, written, and verbal communication skills.
• Strong consultative and interpersonal capabilities.
• Experience with digital marketing, including social media and content marketing.