Job Purpose
The Jobholder is responsible for managing the Britam Life Assurance marketing and brand identity in order to ensure that the brand equity and market of the Life Assurance business grows.
Key responsibilities
Marketing:
Manage and co-ordinate all Life Assurance marketing, advertising, PR, promotional activities in liaison with Group Marketing Manager;
Liaise with the advertising company/ Agency;
Responsible for the Life Assurance content on Company’s website, including content development and continuous updating of the website and intranet;
Co-ordinate and support development and innovation of Life Assurance products;
Support, facilitate, develop and implement life’s strategic marketing plans;
Develop promotion materials to assist Life Business in marketing activities
Prepare the Life’s marketing budgets;
Manage the execution and implementation of the Life marketing plans and projects
Monitor, review and report on all Life marketing activity and results;
Demand generation –Carry out activities and programs that drive demand for Life Assurance products;
Develop product positioning and messaging that differentiates Britam’s Life Assurance products in the market;
Sales enablement – communicate the value proposition of the products to the sales team and develop the sales tools that support the selling process of your products especially the youth segment;
Product launch – plan the launch of new products ,releases and manage the cross-functional implementation of the plan;
Market intelligence – analyse the buying patterns/behaviour of all the Britam Life Assurance target audience.
Brand development and management:
Steward of the Life Assurance brand that supports brand promise, brand vision, brand position, brand architecture and achieves overall business goals for the brand;
Ensure that all life Assurance brand assets are effectively managed to deliver a strong Britam brand and grow brand equity;
Plan, strategize and execute marketing designs and activities to establish and maintain brand presence in the market;
Assist the Britam Life Assurance business units to live the values, culture and practice company policies;
Conducts analysis and periodical review the Life Assurance brand, competition, customer and consumer trends to enhance the Life Assurance brand’s equity and marketplace performance;
Analyzes and provide consumer, category, and brand information to support Life Assurance channel marketing and sales in category management and sales presentations;
Provides direction for key Life Assurance customer innovation summit presentations;
Develop Britam Life Assurance growth targets, business objectives and brand strategies for the brand that aligns with Britam business plan;
Leads the Life Assurance brand planning process by developing and executing annual brand target setting & innovation review and brand strategy review.
Key Performance Measures
Top of mind brand awareness
Effective execution of life marketing strategy and specifically to the young and upwardly mobile youth market
Working within Life Assurance marketing budgets
Launching of Life Assurance products and driving market initiatives to promote sales
Working relationships:
Internal working relationships;
The Marketing Manager will be;
Accountable to the Group Marketing Manager and CEO, Britam Life Assurance.
Work with all departments in the Life Assurance business.
External working relationships;
Britam customers
Branding companies
Service providers
Knowledge, experience and qualifications required
Bachelor’s degree in Business or social sciences.
MBA in Marketing, Brand Management or PR will be an added advantage
Professional marketing qualification e.g. CIM or equivalent
Member of the Chartered Institute of Marketing
7- 10 years working experience in a similar position with at least 3- 4 years’ experience in management.
Competencies:
Technical and functional competencies;
Excellent customer service skills
Knowledge in Diversity management
Ability to drive change
Stakeholder Management
Report writing-ability to develop reports
Ability to interact and gain trust from people within and outside the organization
Leadership and management-ability to lead teams, mentor and coach staff
Decision making –ability to make strategic decisions in a timely and effective manner
High moral and ethical standing
Highly motivated
Core competencies;
Communications Skills
Building Relationships
Focuses on the Customers
Develops Self
Solves Problems
Develops Self
Solves problems
Develop others
Manage quality and risk
Manage change and ambiguity
Managing and executing strategy
