The Role Responsibilities
Strategy
Support the development and implementation of a digital marketing strategy consistent with the business strategy.
Drive digital marketing initiatives that will drive online acquisition, digital channel utilisation as well as brand awareness.
Develop and manage end to end Digital Marketing campaigns working closely with the Retail Products’ and Digital Banking teams and agencies.
Drive and manage Paid, Owned and Earned media across online/ mobile.
Drive the deployment of Always On paid media strategy.
Understand and drive the deployment of performance (CPA/ CPL) model in paid media for online acquisition.
Understand the levers and drive the performance of owned media properties and optimise to drive business KPIs.
Understand and supervise SEO implementation and improvements to the site content, usability and design.
Drive implementation and tracking of social media campaigns and drive fan base across platforms such as FB, LinkedIn and Twitter.
Manage and coordinate all Retail social media communications for country.
Maintain understanding of the latest digital opportunities and trends in consumer interaction with digital technology and inspire the Bank with those possibilities.
Develop a comprehensive content strategy to advance the Bank’s thought leadership agenda.
Responsible for online communications, social media channels management, campaign and content strategy.
Requires close interaction with corporate affairs, brand & marketing , Digital Marketing Director, Africa, Segment/ Product Heads, AME and Group Digital Marketing teams and others to identify opportunities to leverage business wins in the media, to anticipate and prepare for reputational issues/ crises, to build government relations, and to maximise corporate responsibility and community activities.
Maintain a tight control on social media channels of all issues that have the potential to cause reputational damage to the Bank in-country. Manage crises and proactively deal with threats to the Bank’s reputation in collaboration with relevant stakeholders in corporate affairs, brand & marketing .
Business
Primary responsibility around driving digital bank app downloads, account openings, and client referral and advocacy.
Champion the role of digital in all revenue, product and communication activities; and provide digital knowledge input into customer and proposition development.
Ensure appropriate targets are set for all digital activity and ensure such activity is appropriately tracked.
Drive digital marketing initiatives that will drive online acquisition, digital channel utilisation as well as brand awareness.
Drive key Group and business products to successful completion and share best practices and learning with Region/ Group.
Work with Segment/ Product and Voice & Virtual teams to provide insights on needs and behaviours of key customer activity.
Work with Voice & Virtual teams to continually monitor and enhance client social care SLAs and best practices.
Work with Analytics to understand client insights and ensure that these are fed back into digital marketing strategy.
Work with all fulfilment arms to ensure that there is timely action on leads generated.
Develop and implement end to end Digital Marketing campaigns, working closely with the relevant business functions and the creative and digital agencies.
Ensure alignment of digital campaigns and strategies with overarching ATL and CA activities.
Drive and manage Paid, Owned and Earned media across Online/ Mobile.
Understand and drive the deployment of Performance (CPA/ CPL) model in Paid Media and the development of audience sets for online acquisition to ensure cost efficiencies and optimal ROI.
Understand the levers and drive the performance of owned media properties and optimise to drive business KPIs.
Manage digital campaign budgets, ensuring on-time on-budget delivery across multiple channels and media.
Champion the increased investment in digital marketing budgets, monitoring and optimising spend of the same for maximum ROI.
Work to create digital synergies by connecting function owners of the different aspects of the digital marketing experience to create efficiencies and increase capacity.
Champion ‘Test and Learn’ initiatives with the agency to optimise future spend.
Proactive management and nurturing of agency relationships to optimise creative and media output.
Be a digital marketing champion – ensure all campaigns live up to our Digital Marketing guidelines while, at the same time, delivering committed business outcomes.
Manage Agency payments with the finance team.
Provide regular digital reporting with meaningful customer insight to drive strategy.
Collaborate with colleagues across Retail and corporate affairs, brand & marketing to ensure continuous best practice sharing and improvement in the function.
Our Ideal Candidate
At least 5+ years experience managing and implementing digital strategy and integration.
A demonstrated understanding of the role of digital in building a holistic brand experience. Prior work at a digital agency preferred.
Deep experience in managing SEM, SEM/ PPC, Display and Affiliate marketing is a must.
Extensive experience in B2B/ E2E and B2C marketing campaign management from research to implementation phase and ROI measurement.
Strong understanding of habits of digital consumer and competitive landscape.
Experience in using Digital Analytics and Media tracking tools (Google Analytics) with strong understanding of technical aspects of Digital media performance and measurement.
In depth understanding of Digital Marketing concept, best practice and key levers.
Experience with agency management or demonstrated understanding of the key factors around the same.
Proficient at Excel, PowerPoint and other MS Office programmes.
Ability to work with senior management to develop and roll out approved strategy.
Influencing across of a culturally diverse team across functions and geographies without direct reporting line.
Responsibility and perseverance.
High standards of professional integrity.
Experience working within the financial services industry would be highly desirable.
Degree educated or equivalent.
Talent, Skill and Knowledge
Strategic acumen
Conceptual thinking – able to structure and organize
Execution orientation – able to execute and deliver results
Service and customer centricity
Influencing and networking
Data analysis and insight reporting to drive strategy
Presentation and communication
Ability to manage in a geographically and culturally dispersed environment
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