Head Direct Marketing

5 months ago

Johannesburg, South Africa Job Crystal Full time

A diversified financial services group has an exciting new opportunity for a Senior Manager to be responsible for the development and implementation of lead generation strategies in line with the overall business’ product and service offerings, developing the appropriate pipelines of leads from multiple channels, developing relationships with selected lead providers, developing media and digital strategies aligned to each channel, building proprietary intellectual capital around lead generation processes and systems, monitoring and reporting on channel and campaign effectiveness and value, collaborating closely with sales and marketing teams and contributing to the development and implementation of overall company marketing strategy.

**DUTIES & RESPONSIBILITIES, NOT LIMITED TO**:
Strategy and Development
- Drive the development and implementation of lead generation strategies for existing as well as new products and services
- Develop tailored media and digital strategies aligned to each channel and customer segment
- Develop and manage campaigns to attract leads, optimising value and effectiveness from each campaign through rigorous analytics and feedback
- Collaborate closely with the business’ brand and digital experts to develop targeted, effective marketing messaging and media strategies
- Develop and imbed proprietary knowledge, systems and processes in connection with lead generation activities
- Contribute meaningfully to the continuous development, refinement and evaluation of overall marketing strategy
- Collaborate closely with sales and support functions to refine continuously the product and service offerings of the business and to optimise customer experience across all touch points

Systems and analytics
- Enhance systems and reports to measure and manage the effectiveness of lead generation campaigns and channels
- Plan and deliver the appropriate lead volumes and types to meet hourly, daily, weekly, monthly and annual targets
- Continuously refine the measurement systems and processes based on research, feedback and best practice
- Contribute to the development of deep customer insights through competitor analysis
- Use analytics and customer insights to understand the performance of marketing strategies and use data and analytics to inform decisions around the marketing budgets

Commercial and Expenditure Management
- Manage the marketing budget and spend to optimise profitability and effectiveness of spend
- Negotiate prices/deals with all lead suppliers - including media owners and affiliates
- Reconcile supplier invoices and accounts
- Present Media plans and spend to the Group Executive team

Continuous improvement
- Make continuous trade-offs between volume and price of lead sources to optimise profitability, while continuously monitoring the financial effectiveness of all lead generation campaigns from inception rates/yield through to lapse rates
- Continuously monitor competitor activities and marketing spend and adjust marketing strategies accordingly

Compliance and regulation
- Display a thorough understanding and overview of the compliance and regulation environment as these relate to marketing and customer privacy
- Collaborate with relevant third parties to ensure that all marketing activities meet all relevant compliance and regulatory requirements

Communication and Collaboration
- Work together with the Sales and Marketing/Brand team in terms of keeping up to date with operational changes and understand the impact of any changes on the products
- Work together with marketing to ensure that the product marketing is in line with the product benefits and where necessary, tweaking the products.
- Maintain and develop relationships with strategic lead provision partners and channels

Leadership and management
- Develop a team in support of lead generation strategies and activities
- Guide and mentor team members to achieve high performance and to grow skills and expertise in the team
- Collaborate across organisational boundaries as a member of senior management, advancing the achievement of overall goals and strategic initiatives.

**REQUIREMENTS**:

- Appropriate marketing and/or business tertiary qualification
- At least 5 years’ experience in direct marketing and campaign management of which at least 2 must have been at senior management level
- Structured thinker with close attention to detail
- Strong numeric and analytical skills
- Strong written and inter-personal communication skills
- Proactive and self-driven
- A commercial and entrepreneurial bias
- Knowledge of the Financial Services Industry
- Operational experience in developing, implementing and managing tailored direct marketing campaigns and strategies
- Experience and knowledge with regards to compliance and regulations
- Senior management experience in managing a team

Ability to commute/relocate:

- Johannesburg, Gauteng: Reliably commute or planning to relocate before starting work (required)

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