Channel Marketing Manager (EBKL) at Equity Bank Kenya

Job Purpose Statement:

• This role is accountable for creating and executing integrated marketing strategies across various channels, including physical branches, mobile banking platforms, agency banking, ATMs, and online platforms. This role ensures consistent customer experience across all channels, effectively promotes Equity Bank’s products, and drives customer acquisition, engagement, and retention.

Key Accountabilities:

Channel Strategy Development:

• Develop and implement comprehensive channel marketing strategies for both traditional (branches, agents, ATMs) and digital (mobile banking, online platforms, USSD services) channels.
• Ensure each channel is optimized to effectively reach its target audience, aligning with overall business goals and customer needs.

Campaign Development and Execution:

• Plan and execute targeted marketing campaigns across physical and digital channels to promote Equity Bank’s products, services, and customer offerings.
• Customize campaigns to specific customer segments, ensuring messaging is tailored to the medium and meets the unique needs of each channel (e.g., mobile app promotions vs. in-branch events).

Cross-Functional Collaboration:

• Collaborate closely with Product Development, Digital Marketing, Sales, and Customer Experience teams to ensure alignment across all channel marketing efforts.

Customer Journey Optimization:

• Analyze and optimize the customer journey across all channels, ensuring a seamless experience as customers transition from one channel to another (e.g., from mobile banking to in-branch interactions).
• Ensure each channel is equipped with the right messaging, tools, and resources to effectively engage customers and drive conversions.

Channel Performance Monitoring:

• Track and analyze the performance of marketing campaigns across all channels, using key performance indicators (KPIs) to measure success and identify areas for improvement.

Brand Consistency Across Channels:

• Ensure consistent brand messaging and identity across all channels, maintaining a unified voice and customer experience, whether online, in-branch, or via agent services.
• Ensure all marketing materials, digital or physical, adhere to brand guidelines and reflect Equity Bank’s values and mission.

Customer Engagement and Retention:

• Implement strategies to drive customer engagement, loyalty, and retention across all channels, leveraging both digital and physical touchpoints to build lasting relationships.
• Develop loyalty programs, cross-selling opportunities, and other retention strategies tailored to the unique needs and behaviors of customers across different channels.

Budget and Resource Management:

• Oversee the marketing budget for channel-specific initiatives, ensuring resources are allocated effectively to maximize results across all channels.
• Monitor expenditures to ensure marketing activities stay within budget while delivering optimal outcomes.

Market Research and Competitor Analysis:

• Conduct ongoing market research and competitor analysis to identify trends, customer preferences, and industry best practices in channel marketing.

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:
• Exceptional interpersonal, communication, and negotiation skills.
• Strong writing and presentation abilities.
• Effective decision-making and leadership skills.
• Expertise in customer and stakeholder management.
• Entrepreneurial and commercially driven mindset.
• Advanced analytical, conceptual, and creative problem-solving skills.
• Outstanding listening, writing, and verbal communication skills.
• Strong interpersonal and consultative capabilities.
• Proficiency in digital marketing, including social media and content marketing.