Manager, Brand Management & Communication at Kenya Revenue Authority (KRA)

Main Purpose of Job

This position works closely with internal teams to develop a strong brand, develop and implement communication campaigns that will not only drive taxpayer’s engagement, but will further define KRA’s reputation and image Leading to enhanced tax compliance. This position will coordinate and oversee various aspects of design, development, implementation, monitoring and evaluation of   brand strategic and external communication programmes and initiatives.  Ensures brand communication strategy is in line KRA Corporate Vision and plan  and ensures adherence to KRA’s standards and guidelines for increased brand visibility.

Key Performance Areas

Brand building

• Oversee and coordinate development of a brand strategy
• Build the mechanism that allows the collection and creation of compelling content which engages current and prospective taxpayers
• Lead the planning and execution of the brand initiatives; oversee the creative development of publicity collaterals across all channels and other related communication and media platforms
• Develop and lead the implementation of brand communication budgets and monitor progress against key performance indicators
• Develop strategies aimed at promoting KRA brand through implementation of CSR initiatives
• Develop, coordinate and execute campaigns aimed at communicating brand message and communicate  brand personality

Brand Evaluation

• Coordinate regular research and surveys in brand communication and proactively obtain market trends and insights on brand value, visibility, awareness and perception
• Assess associated brand risks and make recommendations to the management on propositions that promote growth of the brand and enhance the KRA’s visibility
• Develop brand evaluation and audit framework

Communication Planning & Implementation

• Develop, implement and evaluate annual communication plan
• Design, plan and supervise the effective implementation of communication strategy and programmes
• Develop engaging communication initiatives and material to build taxpayer engagement
• Identify and mitigate communications challenges and risks which could impact on KRA’s reputation
• Ensure that the KRA brand and identity is adhered in all communication channels
• Contribute to communications results and calendar

Campaign managements

• Manage the development, implementation, tracking and measurement of on time brand communication campaigns that drive brand awareness and increase tax compliance
• Devise campaign Key Performance Indicators (KPI) that produces the desired communication and tax compliance results and demonstrate a Return On Investment. (ROI).
• Develop and implement campaign Monitoring & Evaluation and risk framework 
• Ensure that the KRA   brand and identity is adhered to in campaigns conceptualization
• Monitor and oversee campaign budgets spending
• Plan, advise and manage end to end processes for strategic corporate communications campaigns

Agency Management

• Develop and coordinate agency management framework through inclusive regular quarterly review meetings
• Manage contracted agencies to ensure that the desired results are achieved and the Authority receive Value for money.
• Lead and coordinate agency engagements
• Lead in design, layout and production and of public facing information materials such case studies, media pack, fact sheets, brochures, explainer videos, 2D explainers, external documentaries, FAQ’s

Administrative roles

• Streamline work processes within the assigned function to improve performance of the brand and enforce brand guidelines and communication frameworks
• Develop annual work plans and budget
• Lead the development in implementation of all policies and procedures within the function
• Offer leadership and continued development of the designated brand team and cooperation with other departments
• Ensure all KRA brands Intellectual Property rights are secured 
• Coordinate KRA’s advertisement 
• Manage day to day relationships of communication consultants
• Develop individual PC  and appraise staff below you

Skills and Knowledge Job Demands

Minimum Academic Requirement

• A Bachelor’s Degree in Business Management Communication, Journalism, Public Relations, Media studies

Membership to professional Association

• Member of CIM, MSK or PRSK
• Minimum Years of Relevant Experience
• Minimum of 5 years’ experience in communications or Public relations with above 2 years in senior management
• Ability to create and deliver engaging, thoughtful and effective presentations
• Additional certification in creative communication will be an added advantage

Competencies

• Demonstrable ability to create- and deliver compelling, result oriented and engaging communication presentations that effectively change consumer behaviour and enhance business objectives
• Content Development – Well skilled with demonstrable experience and leadership proficiency in the development of communication materials or lead others in developing drafts of communication materials.
• Strong conceptual and research/analytical skills - Has the ability to think strategically and rapidly analyse and integrate diverse information from varied sources into conclusions and recommendations.
• Communication Strategy, Planning, and Execution - Has moderate experience in and/or demonstrates a working or functional proficiency level sufficient to lead the planning, development, and execution of a communication strategy
• Intuitive ability to lead and/or follow throughout the organization. A collaborative leader, with ability to work vertically and horizontally to deducted necessary information to drive brand communication
• Industry awareness- distils, interpret and/or circulate.
• Highly organized. Creative and critical thinker accompanied by an innate ability to find clarity in ambiguity.
• Strong oral and written communication skills and capable of interacting with all levels of management.