Head of Lifestyle at NCBA Group

Job Purpose Statement

The Head of Lifestyle role is to develop and implement strategies that enhance user engagement and drive long-term loyalty within our lifestyle platform. This role’s purpose is creating personalized experiences through merchant partnerships, managing community engagement, and ensuring users are actively involved with the platform. The role requires a deep understanding of user behaviour, excellent communication skills, and a passion for the lifestyle segment (e.g., wellness, fitness, travel, fashion, and other lifestyle-related categories).

Key Accountabilities (Duties and Responsibilities)

Financial (40%)

• Growth Strategy Development: Develop and execute strategies for user growth and engagement in lifestyle categories (e.g., fitness, health, travel, fashion, wellness). Identify growth opportunities through market research, user data, and competitor analysis.
• User Acquisition & Retention: Optimize acquisition channels (e.g., paid media, social media, influencer marketing) and create personalized retention strategies to improve user engagement and lifetime value.
• Campaign Management: Lead digital marketing campaigns (email, content, social, SEO) and implement loyalty and referral programs.
• User Engagement Strategy: Develop engagement strategies to drive retention, interaction, and brand loyalty. Manage programs like personalized recommendations, in-app events, and challenges.
• Content and Community Management: Collaborate with content, social media, and community teams to create lifestyle-focused content and oversee community-building initiatives.
• Personalization & User Experience: Use user data to tailor engagement initiatives and develop dynamic user journeys.
• Campaign Execution: Design and execute engagement campaigns across multiple channels.
• Data Analysis & Insights: Analyze user behavior data to optimize strategies and measure engagement effectiveness.
• Loyalty Programs: Develop and manage loyalty programs and referral initiatives.
• Brand Ambassador & Influencer Engagement: Build relationships with influencers and brand ambassadors.
• Event Planning & Execution: Plan and execute in-app or virtual events and challenges.

Internal Business Processes (25%)

• Cross-functional Collaboration: Collaborate with product, data science, technology, commercial, and marketing teams to align platform features and campaigns with user needs. Provide feedback to refine platform features and ensure a personalized user experience.

Customer (25%)

• Data-driven Decision Making: Analyze user data to identify trends, track KPIs, and drive improvements. Use A/B testing and behavioral analysis to optimize platform experiences.
• Brand Positioning & Content: Develop messaging and content tailored to the lifestyle segment. Work with content teams to deliver compelling content.
• Market Research & Trendspotting: Monitor industry trends and competitor activity to ensure competitive and relevant offerings. Propose new features or enhancements based on market insights.

Learning and Growth (10%)

• Self-development: Commit to self-development and developing others, building long-term staff capability.
• Industry Research: Stay updated on digital trends and technology to inform content and engagement strategy.

Job Specifications

• Education: The Head of Lifestyle must have a master's degree in marketing, Business Administration, Communication, or a related field. Equivalent working experience is also acceptable.
• Experience: The candidate must have at least 10 years of experience in marketing, including online marketing, digital acquisitions, website management, paid marketing, or Marketing Partnerships at a senior level. They should have a proven track record in launching and driving brand and communication campaigns, building relationships in competitive markets, and delivering sustainable improvements in marketing ROI. Experience in managing budgets for high-value business projects is a bonus.
• Communication Skills: Exceptional verbal and written communication skills are essential. The candidate must be able to convey information clearly and deliver reports and presentations to various audiences.
• Ms Office/Software: Proficiency in Ms Word, PowerPoint, and Ms Excel is required for creating engaging branding materials, reports, and presentations. Proficiency in Adobe Creative Suite is also necessary.
• Analytical/Technical Skills: The candidate must demonstrate the ability to analyze research data and provide actionable insights. They should have experience with CRM systems, databases, and marketing automation.
• Creative and Strategic Thinker: Ability to develop and execute campaigns that align with lifestyle users’ needs and interests.
• User-Centric: A passion for understanding user behavior and creating resonant experiences.
• Data-Driven: Strong analytical skills to interpret data and refine engagement strategies.
• Collaborative: Ability to work effectively with cross-functional teams to deliver seamless engagement initiatives.
• Proactive and Results-Oriented: Initiative to identify new engagement opportunities and achieve measurable results.
• Interpersonal Skills: Enthusiastic, consumer-oriented, problem-solving skills, ability to handle multiple projects, prioritize, meet deadlines, self-motivated, proactive, and comfortable in group settings.
• Leadership/People Skills: Exceptional leadership skills to influence and unify a team. Ability to form meaningful relationships and earn trust from juniors, seniors, and external partners.