Expert, Banca Business Marketing

Job Purpose
Responsible for planning and running marketing programs for the Bancassurance channel with Techcombank, so that Techcombank RMs, TIS and TIO sellers can advise customers with confidence and close more quality cases. The role owns the Banca campaign calendar, seller enablement, branch activation and results reporting, aligned with product launch timing and the annual marketing plan.
Key Accountabilities
1. Banca Marketing Planning and Budget Management
Develop the annual and quarterly Banca marketing plan by customer segment (HNW and Private, Affluent, Mass affluent), aligned with product launch dates, regulatory approval timing and the Banca sales plan.
Translate each product launch into a Banca activation plan covering objectives, target segments, key messages, channels, timeline, owners and budget.
Prepare proposal papers (rationale, objectives, cost structure, risks and controls) and submit for approval in accordance with the company's authorization matrix.
Track the Banca marketing budget against approved limits, forecast spending, and raise early alerts when adjustments are needed.
Develop campaign briefs and terms for customer-facing offers, such as health check vouchers at branches, and coordinate registration with the relevant authorities when required.
2. Seller Enablement and Communication
Work with Product Marketing and Distribution to turn the product narrative and assets into advice kits, talk tracks, FAQs, one-page product guides and POSM for RMs, TIS and TIO.
Update and distribute product documents, forms, sales process guides and new policy information to Banca sellers on time, in coordination with Underwriting, Policy Service and IT where needed.
Communicate with Techcombank sellers through TCB internal channels (internal mail, intranet, screen savers, kick-off sessions) and support Distribution in quarterly seller briefings.
Collect feedback from sellers and branches on materials, customer questions and objections, and propose improvements.
3. Branch Activation and Customer Events
Plan and run branch activation, including the insurance corner, digital frames, POSM and health activation days, with branch scheduling, material logistics and on-site follow-up.
Organize customer seminars and customer days for HNW, Affluent and Mass affluent segments according to the Banca plan: venue, speakers, invitation lists, logistics and post-event lead follow-up.
Coordinate with the Techcombank network team and branch management to secure slots, space and approvals.
Support Digital and Customer Marketing on TCB Mobile placements and trigger-based communication where relevant.
4. Vendor Management and Compliance
Brief and manage agencies and vendors: SLA adherence, output quality, data security, acceptance and payment documentation.
Ensure all materials comply with insurance advertising and consumer protection regulations and Techcombank brand rules; coordinate with Legal and Compliance and with Brand before release.
Keep a documentation trail for each campaign (briefs, approvals, acceptance records) for audit and review.
5. Performance Tracking and Market Insight
Track results by campaign and by branch: leads, conversion, needs analysis rate, rider attachment and cancellation rate; use control branches to measure lift.
Run periodic reviews of branch sales and marketing performance to identify weak points, and recommend actions or guidelines to Distribution and branches.
Monitor competitor bancassurance campaigns and market trends, and propose updates to segments, messages and channels.
Prepare monthly reports with insights and improvement proposals, and keep a two-way issue log with TCB counterparts, following up to closure.
Key Relationships
Internal Stakeholders: Distribution (Bancassurance), Product, Product Marketing, Brand and Communications, Digital and Data, Customer Marketing and VAS, Underwriting, Policy Service, IT, Finance, Legal and Compliance.
External Stakeholders: Techcombank branches, RMs, TIS and TIO sellers; TCB Marketing, Insurance and Private Banking teams; relevant regulatory authorities (for advertising and consumer protection compliance); agencies, event organizers, printing and logistics vendors and other external service providers.
Success Profile
Education: Bachelor's degree in Marketing, Business Administration, Economics, Finance or Insurance. Preference for professional certifications in finance, insurance or banking.
Experience:
7 or more years in marketing, including at least 3 years in bancassurance, bank retail or life insurance channel marketing.
Experience running campaigns from brief to results report, including budget and vendor management.
Understanding of life insurance products and the bank sales process.
Strong analytical skills, able to read control-group results and act on them.
Experience working with TCB or the Bancassurance ecosystem is a significant advantage.
English: Fluent in speaking and writing.