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.
