Segment Marketing Manager – SME/ Corporate at Equity Bank Kenya

Job Purpose Statement:

• This role is responsible for creating and implementing marketing strategies tailored to SMEs and corporate clients, driving customer acquisition, and boosting brand visibility in retail settings. Additionally, I manage retail partnerships, oversee promotional campaigns, and analyze the performance of the retail segment.

Key Responsibilities: 

Business Banking Strategy Development:

• Drive the development and execution of targeted marketing strategies to expand Equity Bank’s business banking products for SMEs and corporate clients, including business loans, trade finance, and cash management solutions.
• Define and segment customer personas (small business owners, medium-sized enterprises, large corporates) to tailor financial offerings that address their specific challenges and objectives.

Campaign Planning and Execution:

• Strategically plan and lead marketing campaigns that promote key business banking products such as business accounts, financing solutions, and digital tools.

Market Research and Customer Insights:

• Conduct in-depth research on SME and corporate behavior, financial needs, and trends within the Kenyan business banking market to inform strategy.

Cross-Functional Collaboration:

• Lead collaboration with product development, corporate banking teams, and customer experience to deliver business banking products that meet the unique needs of SMEs and large corporations.

Budget Management:

• Take full ownership of managing and allocating the marketing budget for business banking initiatives, including product launches, promotions, and digital campaigns targeted at SMEs and corporate clients.
• Monitor and report on budget usage, ROI, and product performance, ensuring resource optimization and maximum impact.

KPI Tracking and Reporting:

• Establish and track KPIs for business banking campaigns (e.g., new business account openings, loan disbursements, corporate service adoption).
• Deliver regular reports on campaign success, customer acquisition, and product growth, continuously adjusting strategies to meet business goals.

Customer Relationship Management:

• Develop and implement loyalty programs and strategies to drive retention among SME and corporate clients, with a focus on cross-selling services such as trade finance, credit facilities, and digital banking tools.
• Build and maintain strong relationships with high-value corporate clients to ensure their continued engagement with Equity Bank’s business solutions.

Brand Positioning and Messaging:

• Position business banking products to address the needs of local SMEs and corporates, highlighting the bank's expertise in fostering business growth, offering secure financial solutions, and driving digital innovation.
• Craft messaging is culturally relevant and resonates with business owners across various sectors, ensuring clear communication of Equity’s value proposition.

Digital Marketing and Innovation:

• Lead the digital transformation of business banking by promoting Equity Bank’s business banking apps, online platforms, and fintech solutions, empowering businesses to manage their finances more efficiently and seamlessly.

Qualifications

Academic, Professional Qualifications & Experience:

• Bachelor’s degree in marketing or a related field.
• Membership with the Chartered Institute of Marketing.
• Postgraduate education or professional certifications in a relevant field is a plus.
• A minimum of 10 years of marketing experience, with at least 5 years in a senior management role.
• Experience in the marketing and corporate affairs industry is highly desirable.
• Key Technical & Leadership Competencies:
• Strong interpersonal, communication, and negotiation skills.
• Exceptional writing and presentation abilities.
• Proven decision-making and leadership capabilities.
• Expertise in customer and stakeholder management.
• Entrepreneurial and commercially driven mindset.
• Advanced analytical, conceptual, and creative problem-solving skills.
• Excellent listening and communication skills, both written and oral.
• Strong interpersonal and consultative abilities.
• Proficiency in digital marketing, including social media and content marketing.
• Leadership & Influence: Skilled in leading, motivating, and guiding teams to achieve results; fosters a culture of initiative and responsibility; effectively persuades others to embrace and act on new strategies.