Head Of Consumer Marketing

Position Head: Consumer Marketing

Job Purpose
Our client in the banking industry is seeking an exceptional, commercially astute, and data-driven marketing leader to drive the growth and strategic direction of the Consumer Banking Marketing portfolio.

This pivotal role requires an innovative marketer with a deep understanding of the consumer banking space, a passion for digital transformation, and the ability to translate data insights into actionable strategies. The ideal candidate will not only deliver marketing excellence but will also act as a key business partner to the Consumer Banking leadership team.

With this role, we aim to identify a successor for the Executive Head of Marketing, and as such, we are looking for a marketer with the depth, breadth, and foresight to scale marketing impact across the business.

Job Responsibilities

1. Strategic Marketing Leadership
   Develop and execute a forward-looking marketing strategy aligned with Consumer Banking's business objectives, focusing on customer acquisition, retention, lifetime value, and revenue growth. Act as a thought leader and business partner, providing strategic marketing input to the Consumer Banking leadership team. Identify growth opportunities, craft go-to-market strategies, and leverage marketing as a strategic lever in achieving business success.
2. Data-Driven Decision-Making
   Lead with data: Ensure that marketing strategies, campaigns, and decisions are grounded in insights derived from advanced analytics, customer behavior patterns, and market trends. Drive the creation and adoption of marketing dashboards to measure performance and ROI, enabling a culture of accountability and continuous improvement.
3. Digital Marketing Expertise
   Spearhead digital transformation within the marketing function, with a focus on leveraging digital media to optimize reach, engagement, and conversion. Champion the use of MarTech tools to automate and personalize customer interactions across digital channels. Stay at the forefront of digital innovation, ensuring the business is leveraging cutting-edge technologies and platforms to stay competitive.
4. Commercial Focus
   Serve as a commercially minded marketer who understands the mechanics of business performance and actively seeks to impact revenue, cost optimization, and profitability. Develop campaigns and initiatives that are directly linked to business KPIs, such as product sales, cross-selling opportunities, and customer retention.
5. Customer-Centric Approach
   Build marketing strategies that place the customer at the center, focusing on needs-based segmentation, personalized engagement, and enhancing the overall customer experience. Champion initiatives that improve customer advocacy and Net Promoter Scores (NPS).
6. Team Leadership and Collaboration
   Lead and inspire a high-performing cross-functional marketing team, fostering a culture of innovation, accountability, and professional development. Work cross-functionally with product, sales, IT, data, and other stakeholders to ensure alignment and seamless execution of marketing initiatives.
7. Brand Management and Communication
   Oversee retail brand positioning and ensure consistency across all channels, strengthening the Consumer Banking segment within the market. Drive compelling storytelling to articulate the value proposition of the bank's products and services effectively.

Qualifications and Experience

1. Educational Background: Bachelor's degree in Marketing, Business, Economics, or a related field; an MBA or equivalent advanced degree is strongly preferred.
2. Marketing Experience: Minimum of 10 years of progressive marketing experience, with at least 5 years in a leadership role within financial services or a similar fast-paced, high-impact industry.
3. Commercial Acumen: Strong understanding of business dynamics, financial metrics, and how marketing directly impacts business performance.
4. Digital Expertise: Demonstrable experience in leveraging digital media and MarTech tools to drive marketing effectiveness.
5. Data Proficiency: Proven ability to translate data insights into actionable strategies; familiarity with advanced analytics tools is essential.
6. Customer-Centricity: Experience in developing customer-centric marketing strategies, with a track record of improving customer engagement and satisfaction.

Core Competencies

1. Strategic Thinking: Ability to connect the dots across disparate business challenges to develop holistic marketing strategies.
2. Analytical Mindset: Comfort with numbers, data, and analytics to inform decisions and measure success.
3. Digital Savvy: Deep understanding of the digital marketing landscape, including social media, performance marketing, and programmatic advertising.
4. Leadership: Inspirational leader with the ability to build, motivate, and retain high-performing teams.
5. Influence and Collaboration: Strong stakeholder management skills and the ability to build consensus across functions.
6. Execution Excellence: Track record of delivering high-quality work at speed, particularly under pressure.

Personal Attributes

1. Entrepreneurial mindset with a bias for action.
2. Curious and driven by learning, particularly in the areas of business, technology, and data.
3. Resilient, adaptable, and comfortable in navigating complexity.
4. Strong interpersonal skills with a collaborative approach.

Key Deliverables in the First Year

1. Develop and execute a winning marketing strategy for the Consumer Banking segment focused on the core focus areas as identified by the business.
2. Deliver measurable impact on core business KPIs through innovative and data-driven marketing initiatives.
3. Build strong relationships with stakeholders, earning trust and positioning marketing as a strategic business enabler.
4. Drive significant improvement in the digital marketing and media capabilities within the team.