Customer Marketing Lead-1

2 months ago

Johannesburg, South Africa FirstRand Full time

Job Description

Hello Future Customer Marketing Lead: Channels

FNB Retail Marketing is looking for a dynamic and highly driven Customer Marketing Lead Channels to join their team. The incumbent will be required to provide strategic partnership to Sub-segment Business Unit EXCO, other relevant Business Unit EXCOs and Segment Marketing EXCO by assessing business needs, offering marketing solutions, advising and directing the input into the development of overall segment marketing plans and leading programmes in line with the business strategic direction through the marketing value chain (consulting, programme leadership, strategic solutioning, development, execution and reporting and measurement)

The Customer Marketing Lead Channels is responsible for developing and executing a comprehensive marketing strategy for both assisted (PoP, call center, PASAS) and unassisted (digital channels; app, online banking,) channels. The role ensures optimal customer engagement, acquisition, and retention through tailored marketing efforts, enhancing the customer journey and driving revenue growth.

Key Responsibilities:
1. Strategy Development and Execution
- Develop and implement a multi-channel marketing strategy that optimizes customer acquisition, cross-selling, retention, and product visibility across both assisted and unassisted channels.
- Align marketing and merchandising strategies with broader business goals to support growth targets and customer experience enhancements.
- Lead market segmentation, targeting, and positioning to ensure effective channel-specific campaigns, including visual merchandising efforts.

2. Channel Optimization and Merchandising
- Lead marketing and in-branch merchandising efforts, ensuring that product promotions, offers, and key banking services are prominently displayed and effectively communicated to customers.
- Design physical merchandising strategies for branches, focusing on layout, point-of-sale (POS) materials, and visual displays to maximize customer engagement and conversion.
- Collaborate with branch managers and sales teams to ensure that marketing materials, product displays, and promotional signage are aligned with customer preferences and VI guidelines.
- Drive marketing initiatives for digital channels (e.g., mobile banking, online banking, ATMs), ensuring digital banking adoption (such as banners, product highlights, and promotions) is seamlessly integrated into the customer journey.
- Partner with the Digital Team to enhance virtual merchandising by improving user experience, creating visually appealing interfaces, and ensuring that product promotions are visible and easy to navigate.

3. Campaign and Merchandising Management
- Plan, manage, and execute integrated marketing campaigns and merchandising strategies across all channels, ensuring consistent messaging and product visibility.
- Ensure data-driven decision-making by utilizing insights from customer behavior analytics and performance metrics to refine marketing and merchandising strategies.
- Own the end-to-end customer journey, from awareness to acquisition to retention, ensuring a seamless and consistent brand and product experience.

4. Stakeholder Collaboration
- Work closely with Sales, Product and Customer Service teams to create marketing and merchandising programs that support business objectives.
- Collaborate with Branch Managers, Call Center Heads, and Digital Teams to align marketing and merchandising strategies, enhancing performance in each channel.
- Lead Merchandising to ensure that product displays, both in-branch and digital, align with promotional objectives and customer engagement strategies.
- Engage with Analytics Teams to measure the effectiveness of marketing campaigns and merchandising initiatives, optimizing for maximum impact.

5. Budget Management
- Develop and manage the marketing and merchandising budgets for channel-specific activities, ensuring effective allocation of resources and ROI maximization.
- Track and report on campaign and merchandising performance and provide regular updates on key metrics.

6. Customer Insights and Analytics
- Continuously analyze customer behavior, product performance, and channel interaction to identify opportunities for merchandising improvements and marketing growth.

7. Colleague and Frontline Communication
- Develop and execute an internal communication strategy that ensures all frontline employees are well-informed about upcoming marketing campaigns, product promotions, and customer engagement strategies.
- Create and distribute internal briefings, promotional guides, to branch managers, call center teams, and relationship managers to ensure clear understanding and execution of marketing activities.
- Collaborate with in channel comms teams to facilitate training sessions or workshops for frontline teams to educate them on new marketing campaigns and product updates, enabling them to effectively engage with customers.
- Serve as a key liais

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