Plan strategically, coordinate and manage all marketing and communications related activities for the Institution. Promote and sustain customer satisfaction, loyalty and retention through market research and surveys while Ensuring positive market feedback and brand perception.
Responsibility : Strategic marketing :
Strategic marketing :
Define the marketing mix per segment and provide data & insight to support business development strategy.
Develop annual marketing plan.
Propose and monitor the validated marketing budget.
Define and manage the customer journey across each product segment and propose adjustment based on the customer experience.
Develop and refine marketing goals, pricing strategies, promotional activities and brand together with staff and clients.
Build unique selling propositions and differentiators for the products and provide support to boost sales of each of the product in the market.
Customer service :
Deliver a customer experience that evokes a sense of ownership, acceptance and belonging for the target market.
Prepare report and continuous indicators for measuring customer service delivery to executive council, branches and follow-up on the action plans.
Monitor client retention rates and organize regular customer engagements.
Design, implement and monitoring of customer reward and loyalty schemes to sustain customer base and encourage referrals.
Ensure high quality customer service standard for the network.
Brand management :
Build and sustain a reputable image for the brand within identified markets to gain favourable market share and gain customer trust & loyalty for the brand.
Maintain a visible brand identity by ensuring uniformity for internal & external branches based on the Group brand manual.
Ensure that the brand is visible, positive and compliant on all material / support.
Advertising and commercial communications :
Develop messages and speeches which talk to each segment for each product and services
Create communication materials and manage media plans.
Monitor & evaluate the impact of each media campaign.
Research and studies :
Provide relevant industry related information that may guide the development and introduction of tailored and innovative products for target markets.
Market count, background research and zoning for network expansions
Measure brand acceptance and collect feedback on brand perception and acceptance
Monitor competition and stay up-to-date with trends to strategically position ourselves favorably within existing and new markets
Direct market analysis and research to identify trends and opportunities in the industry.
Events and sponsorship :
Organize and participate in social events that support each product / brand objective and will create an avenue for target market to connect emotionally with the institution’s brand.
Organize & partner events that support institution’s objectives for clients, products, services / brand all through the year.
Organize internal events to sustain customer loyalty and brand love.
Develop and participate in corporate social initiatives to provide support and development for host communities within the environment.
Internal communication :
Ensure all Staff are up-to-date on internal activities, events, awards or social initiatives.
Maintain Staff interaction and contribution through publication of news and motivational pieces on the intranet.
Direct the creation of internal communications, press releases and speeches compliant with brand standards for all internal & external communication by stakeholders.
Corporate communication :
Ensure all stakeholders (external publics) are provided up-to-date information on product, services and industry related updates.
Ensure website has up-to-date information on brand, product & services.