Marketing Manager at Absa Bank Limited

Overall Job Purpose:

• This role is responsible for developing, implementing, and executing strategic marketing plans and programs to meet the brand and business objectives.
• The role holder will drive an effective integrated campaign management and measurement delivering on set brand and commercial key performance indicators (KPIs).
• They will manage the day-to-day relationship with key marketing agencies (creative, media, experiential etc) and ensure optimal output in line with the agreed Service Level Agreements.  
• The role holder will set budgets for marketing programs and campaigns ensuring optimal investment across different customer touchpoints while driving consistent messaging.
• They will provide relevant marketing insight and input in cross-functional business project teams.

Main accountabilities and approximate time split.

Design and Implementation of Marketing Strategies - 40%

• Participate in the development of Go-To- Market (GTM) plans aligned to overall MCR strategy as well as brand and business objectives
• Engage with the Business Units and obtain relevant information to input into the GTM design
• Gather necessary insights regarding target markets and utilise the information to enhance the business strategies or influence decisions and opportunities
• In collaboration with the MCR Communications team, drive integrated marketing planning including internal and external communication
• Continuously review the marketing plans to ensure a relevant fit with current business strategy
• Plan tactics, in terms of timing, and organise resources to be engaged in accordance with the GTM roll out plans
• Manage efficient employment of financial and human resources with emphasis on maximising Return on Marketing Investment (ROMI) principles as dictated by the company strategy
• Commission market research / assessment with the objective to identify marketing opportunities and constraints, influence product development and evaluate effectiveness of marketing strategies
• Present research findings to Business Units and other key stakeholders responsible for executing on business strategy
• Manage effective marketing governance and related operational risks through mapping the marketing process in consultation with the Business Unit
• Influence development of compelling creative to bring the brand purpose and proof-points to life
• Manage the digital marketing activation on all campaigns and programs
• Follow the day-to-day processes in MCR Kenya.

Integrated Campaign Management and Measurement – 20%

• Support and manage an efficient traffic function to inform marketing execution resourcing and or scheduling requirements to ensure timely delivery of campaigns
• Participate in all campaign projects affecting the relevant BU’s and drive activity through from brief to final output, working with internal clients and 3rd party agencies
• Drive process, governance, budgets, ensuring requirements are met, and monitor project finances
• In collaboration with the BU’s, build clear measurable targets into campaign plans, and ensures detailed, accurate reporting
• Jointly with product managers, own and track the delivery of set brand and business KPIs.

Channel Marketing Support – 15%

• Work with media and PR agencies in identification of appropriate marketing channels to drive initiatives and ensure efficient and optimal media mix and buy
• Ensure consistent brand messaging across all owned and paid media channels
• Partner with the relevant Business Heads and Managers to provide appropriate advice on marketing activities that will best suit their business strategy
• Collaborate with the MCR team for successful execution of channel marketing programs and activations to raise awareness and/or generate leads.

Team Development - 10%

• Share best practice and learning with colleagues and seek continuous improvement opportunities, maintaining a thorough understanding of relevant, up-to-date technical knowledge.
• Work with business teams to develop a better understanding of the business divisions and their priorities
• Act as an advocate and role model in embedding Absa Group attitudes, values, and behaviours
• Work collaboratively with colleagues to help create a highly effective function, demonstrating ‘one team’ behaviours and fostering a positive working environment
• Provide exceptional stakeholder support that builds trust in the working relationship, confidence in our expertise, and a positive reputation for the wider function
• Provide learning opportunities for junior colleagues with a view to grooming future leaders within the bank.

Technical Skills:

• A Bachelor’s Degree in Marketing, Communications, or related field
• A Master’s Degree will be an added advantage
• Accreditation from relevant professional associations will be an added advantage
• Digital marketing proficiency

Competencies:

• Deep understanding of traditional and emerging marketing channels
• Excellent communication skills
• Ability to think creatively and innovatively
• Budget-management skills and proficiency
• Professional judgment and discretion
• Analytical skills to forecast and identify trends and challenges
• Familiarity with the latest trends, technologies, and methodologies in marketing
• Ability to adapt to suit to changing business environment
• Customer obsessed at the core
• Third party agency management
• Leading and supervising
• Negotiation Skills
• Relating and networking
• Planning and organizing
• Business Acumen
• Results orientation
• Stakeholder engagement

Expertise and Experience:

• Minimum 6 years experience in marketing environment with at least 2 years in a middle management role either as a specialist or managing a team
• Extensive experience with third party agencies (Creative agency, Media agency, Digital and PR agencies)
• Project management