Senior Segment Marketing Manager -Retail at Equity Bank Kenya

Job Purpose Statement.

• This role is responsible for developing and executing marketing strategies aimed at Equity Bank’s retail customer segments. The role focuses on driving customer acquisition, engagement, and retention by tailoring banking products and services to meet the unique needs of different segments.

Key Accountabilities:

Strategy Development & Execution:

• Develop and execute tailored marketing strategies for each customer segment, driving promotions, product offerings, and communication channels.
• Collaborate with product and digital teams to ensure segment marketing strategies align with product development and innovations, particularly in mobile banking and financial literacy programs.

Customer Journey & Experience:

• Enhance the customer journey for retail segments, ensuring a seamless experience across all touchpoints, from online banking to in-branch services.
• Drive initiatives to increase the adoption of digital banking services among target segments.

Stakeholder Collaboration:

• Collaborate with product teams to align marketing strategies with new product launches and feature enhancements.
• Partner with Equity Group Foundation to incorporate CSR initiatives, such as financial literacy and empowerment programs, into marketing campaigns.
• Work closely with Branch Managers and regional teams to ensure the successful execution of local marketing campaigns and community outreach efforts.

Performance Tracking & Reporting:

• Measure the effectiveness of marketing campaigns using KPIs such as customer acquisition, brand awareness, loan uptake, and mobile banking adoption.

Budget Management:

• Oversee and manage the marketing budget for retail customer segments, ensuring efficient allocation of funds across campaigns and activities.
• Ensure marketing spend is optimized to deliver maximum ROI and aligns with the bank’s financial goals.

Team Leadership & Development:

• Lead and mentor junior marketing team members and cross-functional teams working on retail marketing initiatives.

 Qualifications

 Academic, Professional Qualifications & Experience:

• Bachelor’s degree in marketing or a related field.
• Postgraduate education or professional certifications in a relevant domain are a plus.
• Minimum of 10 years of marketing experience, including 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 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, written, and verbal communication skills.
• Strong interpersonal and consultative abilities.
• Proficiency in digital marketing, including social media and content marketing.
• Leadership & Influence: Skilled at leading, guiding, and motivating teams to achieve results; fosters a culture of initiative and responsibility; adept at persuading others to embrace and act on new approaches.