Head of Consumer Marketing - Banking

SUMMARY:
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POSITION INFO:

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

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.

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.

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.

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.

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).

Job Responsibilities Continue

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.

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

• Educational Background: Bachelor’s degree in Marketing, Business, Economics, or a related field; an MBA or equivalent advanced degree is strongly preferred.
• 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.
• Commercial Acumen: Strong understanding of business dynamics, financial metrics, and how marketing directly impacts business performance.
• Digital Expertise: Demonstrable experience in leveraging digital media and MarTech tools to drive marketing effectiveness.
• Data Proficiency: Proven ability to translate data insights into actionable strategies; familiarity with advanced analytics tools is essential.
• Customer-Centricity: Experience in developing customer-centric marketing strategies, with a track record of improving customer engagement and satisfaction.

Core Competencies

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

Personal Attributes

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

Key Deliverables in the First Year

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