Marketing Portfolio Manager

1 week ago

Sandton, South Africa FirstRand Bank Limited Full time

Description

Marketing Portfolio Manager III: GTM & Integration

Hello Future Marketing Portfolio Manager III: GTM and Integration .

FNB Retail Marketing is looking for a dynamic and highly skilled Marketing Portfolio Manager III to join their team. The incumbent will be required to provide strategic partnership to multiple marketing leads by assessing business needs, offering marketing solutions, advising and

directing the input into the development of relevant marketing programmes or strategic initiatives in line with the business strategic direction

through the marketing value chain (consulting, programme leadership, strategic solutioning, development, execution and reporting and

measurement)

The Marketing Portfolio Manager III Go-to-Market (GTM) is responsible for driving the successful launch and commercialization of products, services, and campaigns targeted at specific customer segments This role involves the creation, coordination, and execution of go-to-market strategies that align with the broader segment marketing goals, ensuring product-market fit and driving customer adoption and engagement.

Reporting to the Customer Marketing Lead , the GTM Marketing Manager collaborates closely with Product & Pillar Marketing, Sales, Digital Marketing, Media and Communications teams to ensure cohesive execution, market alignment, and consistent customer messaging.

Key Responsibilities:

1. Go-to-Market Strategy Development

Develop and execute the go-to-market strategies aligned with segment goals Translate segment insights and customer behavior data into actionable plans that address customer needs and create competitive advantage in the marketplace. Define product positioning, messaging, and key value propositions to ensure differentiation and alignment with customer expectations and segment marketing strategies.

2. Cross-Functional Collaboration

Collaborate with the Product & Pillar marketing team to understand product features, benefits, and unique selling points, ensuring marketing messages are compelling and resonate with target segments. Partner with the Channel Team to align marketing campaigns with sales strategies and equip frontline teams with the necessary collateral and training to effectively promote products. Work closely with Digital Marketing to integrate GTM plans into digital channels website, mobile app, and social media, ensuring seamless customer experiences.

3. External Agency and Partner Management

Manage relationships with external advertising, media, and content agencies and capabilities  to ensure the development and execution of creative assets, media buying, and content strategies for product launches and campaigns.Provide creative briefs to agencies that clearly communicate the campaign objectives, key messages, target audience, and desired outcomes.Oversee the creative development process to ensure that advertising and marketing materials are aligned with the bank’s brand guidelines, segment goals, and GTM strategy. Work with content agencies to create engaging and relevant content (e.g., videos, blogs, social media posts) that resonates with target customer segments and supports product launches. Collaborate with media partners to develop and execute effective media plans (across traditional and digital channels), ensuring that campaigns reach the right audiences at the right time. Act as the main point of contact for external agencies & internal capabilities , managing timelines, budgets, and deliverables to ensure smooth and effective execution of campaigns.

4. Campaign and Activation Execution

Plan and implement integrated marketing campaigns that support the launch and ongoing promotion of products, using a mix of advertising, content marketing, digital channels, and in-branch promotions. Ensure activation landing by coordinating the rollout of campaigns across multiple customer touchpoints such as branches, digital banking, and call centers. Oversee the creation of all marketing assets , ensuring alignment across various channels (e.g., TV, radio, digital, in-branch, outdoor) and that messaging is consistent with the bank’s brand and campaign objectives. Work with the Communications Team to coordinate internal communications and ensure that all customer-facing employees are informed and equipped to support campaign launches.

5. Performance Tracking and Optimization

Monitor campaign performance metrics (e.g., customer acquisition, engagement, lead generation) and optimize campaigns as needed to ensure they meet business objectives. Collaborate with Analytics and Insights Teams to assess the effectiveness of advertising and media spend, adjusting strategies to maximize ROI. Track agency performance and ensure that all external partners deliver work that meets the bank’s high standards, timelines, and budget constraints.

Skills and Qualifications:

Educational Background : Bachelor’s degree in Marketing, Business, Communications, or a related field. Experience :6-8 years of experience in Marketing, Advertising and Media (incl. digital), with at least 3-4 years in go-to-market or product marketing roles.Experience working with advertising agencies , media partners , and content creation teams in the execution of high-impact marketing campaigns.Proven success as part of cross-functional go-to-market efforts, preferably within the financial services or retail banking sector. Agency Management :Experience managing relationships with creative, media, and content agencies , from briefing to final delivery.Knowledge of media planning and buying across various channels, including TV, radio, digital, and social media. Marketing and Campaign Skills : Strong experience in developing integrated marketing campaigns and leading successful product and service launches. Project Management Skills : Ability to manage complex projects, align multiple stakeholders, and meet deadlines under pressure. Analytical Skills : Proficiency in tracking campaign performance, making data-driven decisions, and optimizing marketing spend. Communication Skills : Excellent communication and negotiation skills, with the ability to manage external partners and internal stakeholders. Customer-Centric Focus : Deep understanding of customer behavior and the ability to tailor go-to-market strategies to specific customer segments.

Job Details

Take note that applications will not be accepted on the below date and onwards, kindly submit applications ahead of the closing date indicated below.

30/10/24

All appointments will be made in line with FirstRand Group’s Employment Equity plan. The Bank supports the recruitment and advancement of individuals with disabilities. In order for us to fulfill this purpose, candidates can disclose their disability information on a voluntary basis. The Bank will keep this information confidential unless we are required by law to disclose this information to other parties.

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