Marketing Portfolio Manager-2

Job Description

Role Purpose:
The Portfolio Manager: Branch Merchandising is responsible for managing the in-branch presentation of marketing materials, ensuring that all promotional collateral is up to date, effectively deployed, and aligned with the bank’s brand. This role is critical in maintaining an inventory of marketing assets, assessing the branding infrastructure available at each branch, and tailoring merchandising strategies to the specific customer segments served by different branches.
This position collaborates with the Marketing, Retail Operations, and Sales Teams to ensure that in-branch marketing supports the overall customer experience and drives engagement with the bank’s products and services.

1. Merchandising Strategy and Planning
- Develop and implement branch merchandising strategies in line with the bank’s marketing and product initiatives, ensuring alignment with both brand standards and customer engagement goals.
- Collaborate with the Marketing Team to plan in-branch campaigns, ensuring that the correct promotional materials are deployed and maintained in each branch.
- Tailor merchandising strategies to different branches based on their customer segments, ensuring materials resonate with the local audience and support business objectives.

2. Inventory Management and Collateral Upkeep
- Maintain an accurate inventory of all in-branch marketing materials, including posters, brochures, banners, digital assets, and other promotional items.
- Implement a process for tracking collateral, ensuring that old, outdated materials are purged regularly, and that branches receive timely updates of new marketing assets.
- Work with the Procurement Team and external vendors to ensure a consistent supply of up-to-date marketing materials and that stock levels meet the needs of each branch.
- Oversee the distribution and installation of marketing collateral across all branches, ensuring that materials are installed on time and are in good condition.

3. Branding Infrastructure Assessment
- Conduct regular audits of each branch’s branding infrastructure, assessing the available space, fixtures, digital screens, window displays, and other merchandising elements.
- Ensure that the physical infrastructure (e.g., display stands, frames, digital screens) is adequate and maintained, and recommend upgrades or changes as needed to support better merchandising.
- Work with the Branch Operations Team to identify any opportunities for improving or expanding the physical branding presence within branches.

4. Branch Segmentation by Customer Segment
- Analyze and segment branches by customer demographic and business goals, ensuring that the in-branch merchandising is tailored to the specific customer needs and preferences at each location.
- Develop branch-specific merchandising plans that reflect the unique characteristics and customer base of each location, taking into account factors such as urban vs. rural, high-net-worth vs. mass market, and other relevant segmentation criteria.
- Collaborate with the Segment Marketing Team to ensure the right messages, products, and offers are highlighted in branches serving specific customer segments.

5. In-Branch Campaign Management
- Oversee the deployment of all marketing materials within branches, including posters, brochures, flyers, window displays, digital signage, and standees.
- Ensure that all promotional materials are positioned in high-visibility areas and that they adhere to the bank’s brand guidelines.
- Regularly audit branches to ensure that campaign materials are properly maintained, clean, and relevant.
- Coordinate with the Marketing Team to make sure all campaigns are rolled out uniformly across branches and adjustments are made where necessary based on regional or segment-specific needs.

6. Vendor and Agency Coordination
- Manage relationships with vendors and agencies to ensure the timely production and delivery of high-quality merchandising materials, such as posters, brochures, digital content, and display fixtures.
- Coordinate the distribution of marketing materials across all branch locations, ensuring materials are deployed according to plan and within timelines.
- Track vendor performance to ensure cost-effective and timely execution of collateral production and delivery.

7. Digital Merchandising and Screens
- Manage content for digital screens within branches, ensuring that messages are updated regularly and aligned with branch-specific customer profiles.
- Work with the Digital Marketing Team to optimize the content displayed on digital signage, tailoring it to the customer segments that frequent specific branches.
- Ensure digital merchandising is an integral part of overall in-branch campaigns, using data to enhance the effectiveness of content displayed on screens.

8. Collaboration with Branch Staff
- Train and support branch staff on merchandising strategies and the maintenance of displays, ensuring they understand the importance