Marketing Strategy Director - Banking Sector

MARKETING STRATEGY DIRECTOR - DEDICATED TO VIKKI BANK
· Position: Marketing Strategy Director
· Department: Brand Marketing Strategy Department
· Reports to: Chief Executive Officer (CEO)
· Direct Reports: Strategy Team Leaders, Data Analysts, MarTech Specialists.
1. JOB PURPOSE
Lead the Brand Marketing strategic direction at Axis Group, dedicated to VikkiBank. The role is responsible for conducting competitive analysis, shaping long-term vision, developing Go-To-Market (GTM) strategies, and building, developing, and safeguarding the brand image to ensure sustainable growth and competitive advantage for both the Group and VikkiBank.
2. KEY RESPONSIBILITIES & DUTIES
A. Strategic Planning & Budget Management (30%)
· Master Plan Development: Lead the development of the overall Marketing Master Plan, including pricing strategies and market penetration strategies for brands and projects.
· Budget Allocation: Develop the annual marketing budget plan. Responsible for allocating budget proportions across channels, brands, or campaigns based on data insights. Establish Budget Caps to be transferred to the Operations Division for execution.
· ROI Governance: Accountable to the Leadership Board for marketing investment performance (ROI). Closely monitor performance metrics to make timely budget adjustments when necessary.
B. Market Research & Creative Direction (20%)
· Market Intelligence: Lead in-depth research on competitors, industry trends, and consumer insights.
· Opportunity Identification: Analyze data to identify market gaps and propose new product development opportunities or segment expansion strategies.
· Concept Direction: Collaborate in developing creative "Big Ideas" and "Key Messages". Provide clear Brand Briefs and concept directions for handover to the Operations team for production and execution.
C. Marketing Technology Strategy Management (20%)
· Technology Roadmap Development: Design the Group's marketing technology development roadmap across short-, mid-, and long-term horizons (1-3-5 years).
· Data Architecture Planning: Define the customer data architecture and data flow to ensure data collection and utilization effectively support business objectives.
· Technology Investment: Lead the evaluation and decision-making process for marketing technology solutions (CRM, CDP, Automation platforms, etc.), including cost-benefit analysis prior to investment decisions.
D. Innovation & Strategic Initiatives Development (15%)
· Innovation Hub Development: Proactively research and propose the adoption of emerging marketing models such as AI, Metaverse, and Gamification within the Group.
· Pilot Program Leadership: Develop and lead pilot initiatives to evaluate feasibility before scaling them across the Operations division.
· Process Optimization: Review and optimize cross-functional collaboration processes between Marketing, Sales, and Product teams.
E. Brand Governance & Strategic Advisory (15%)
· Brand Development Plan: Develop long-term brand development strategies and propose communication, operational, and execution initiatives.
· Crisis Management: Act as the strategic commander during product or brand crises by determining response approaches, tone and mood, and communication messaging.
· C-Level Advisory: Provide strategic advisory to the Executive Leadership Team regarding investment opportunities. Oversee the implementation of action plans by the Operations division to ensure alignment with the approved strategic direction.
3. AUTHORITY
· Authority to allocate and adjust marketing budgets within approved limits.
· Approval authority for GTM strategies, Big Ideas, and MarTech plans prior to implementation.
· Veto power to suspend or halt operational marketing activities if they violate brand principles or fail to ensure expected ROI.
· Authority to propose personnel appointments and organizational structure within the Strategy Department.