JOB DETAILS:

JOB PURPOSE: Reporting to the Head, Marketing, the role holder will be accountable for building dfcu’s Brand equity, enabling the brand to play a strong role in driving commercial success, by creating relevant, consistent, distinctive, and competitively advantageous dfcu brand that connects with our dynamic audiences. The role holder will partner with leaders within dfcu and our external partners to define, prioritise, and execute a comprehensive brand and marketing strategy in the retail functions and beyond.

KEY ACCOUNTABILITIES:

• • Set and execute brand strategy, internally and externally, aligned to dfcu’ s commercial strategy and purpose.
  • Define, implement and safeguard dfcu’ s brand architecture ensuring consistent application across all touchpoints.
  • Develop a deep understanding of the Retail business and growth drivers. Utilizing insights, develop and implement impact driven marketing plans.
  • Conceptualize and execute marketing initiatives across brand and retail functions on multi-channels ensuring they are built on aligned, defined, and agreed upon strategic drivers.
  • Create, maintain, and consistently evaluate campaign measurement and reporting mechanisms across multiple platforms, extracting key insights for future campaigns development and go-to-market strategy refinement.
  • Track and analyze brand performance through brand and net promoter score trackers, as well competitor and industry activity and trends.
  • In partnership with retail business create deep understanding of our targeted customers and consistently develop opportunities to deepen customer engagement.
  • Use data to drive meaningful targeted communication to our existing clients, growing dfcu’ s share of wallet.
  • Leverage and consistently optimize key brand and retail sponsorships assets to drive visibility, thought leadership and key stakeholder engagement opportunities.
  • Identify and execute key partnerships and/or properties that will drive brand and business opportunities for dfcu.
  • Develop and maintain mutually beneficial and effective relationships between Business Units, Marketing Functions, and other units of the bank.
  • Manage the relationship with external agencies to ensure effective and efficient delivery on all brand and advertising matters.
  • Manage and direct marketing activities within the brand, and retail function, to ensure the strategic goals and targets are achieved.
  • Manage the roll out of all marketing initiatives; campaign execution across TV, Radio, Digital, OOH and Ambient Media as well as emerging mediums, branding and merchandizing across dfcu’s network.
  • Monitor and report marketing expenditure to ensure spend does not exceed that authorized within the marketing plan.
  • Perform all people management responsibilities including performance management, talent management and career, management for direct reports

KNOWLEDGE, SKILLS, AND EXPERIENCE REQUIRED:

• A bachelor’s degree in commerce, Business, Marketing, or any related field (Marketing specialization or Post Graduate qualification in Marketing will be an added advantage)

• Marketing and advertising industry knowledge.
• Minimum of 10 years’ experience within the Marketing and Communications industry
• Demonstrable ability to increase the perceived value of a brand and organization of a whole over time and build customer loyalty through positive brand awareness.
• Experience with successful, channel optimized, customer obsessed brand and marketing solutions for execution across a variety of marketing vehicles: traditional, digital, in store, social, experiential and global mindset.
• Ability to set direction, bring cross-functional stakeholders together, and shape ways of working to effectively execute brand and commercial strategy.
• Track-record of overseeing complex projects end-to-end.