Job holder ensures marketing activities are effectively built and implemented for each segment and sub-segment, supporting retail banking segment to achieve business performance goals and meet customer needs by segmentation and effective communication approach to each target customer group (by segment/sub-segment) on each marketing channel.
A. DEPARTMENT DUTIES
1. Developing strategies, managing plans and measuring the effectiveness of retail marketing activities:
• Develop marketing strategies and approaches/marketing plans for each customer segment/target customer group including:
- Identify the market research needed to be able to understand customer needs and channels to reach target customers effectively.
- Coordinate with internal and inter-branch divisions to build CVP financial solutions, manage and build media and image positioning for solutions/products, value positioning for each target customer group .
- Management of the go-to-market (Go-to-market) MKT plan, marketing campaigns for each segment/target customer group.
- Manage KPI targets and measurement methods for each campaign.
• Build effective marketing/communication models for each customer segment.
• Manage and use budget effectively.
• Database administration for marketing programs, dashboard reporting for MKT campaigns and effective use of budgets.
• Collaborate to build a long-term marketing platform (target communication/automation) for marketing business.
2. Effective management of retail marketing activities:
• Manage and build marketing campaigns/activities for each customer segment, sales channel/partner channel and marketing channel.
• Manage and build indicators to measure the effectiveness of marketing activities in each marketing channel.
• Managing and building a framework to assess the capacity (in collaboration with MSTT) of advertising and creative strategic partners.
B. DUTIES OF MANAGEMENT LEVEL
1. Create an effective working environment
• Improve operational efficiency by encouraging and motivating the working spirit of subordinates; create a collective working environment where there is always interaction, mutual support, updated information and towards long-term cohesion.
• Urging, supervising and guiding individuals in the department to fully perform their functions and duties as prescribed.
• Solve problems with individuals whose behavior is inconsistent with a spirit of collaboration and respect for diversity.
• Implement the plan to improve personal capacity as agreed with the management.
PEOPLE MANAGEMENT
- Attract, onboard and retain the right talents for a high- performing team
- Communicate team and individual KRAs/ KPIs, goals, action plan, expectations and results to team members
- Manage team performance & provide feedback regularly (following the annual performance management cycle);
- Enable team member's professional and personal development through capability assessment, training, coaching & feedback, etc.
- Motivate and recognize team members' contributions towards the team's shared goals
- Responsible for developing talents within the team
- Act as a role model and promote corporate culture at sub- function level
- Understand & communicate relevant HR offerings to team members.
C. OTHER TASKS
Other tasks assigned by Chief Retail Banking Group, Head of Business Segment và Director, Retail Marketing
Key Relationships - Direct Manager
Director, Retail Marketing
Key Relationships - Direct Reports
Senior Expert, Senior Officer, Officer
Key Relationships - Internal Stakeholders
All the functional units, mostly with business units, RBG, CA, Strategy, Finance, Procurement, Technology, Operations, ...
Key Relationships - External Stakeholders
Media and
digital marketing service agencies in supplying KOLs, online communities...
Success Profile - Qualification and Experiences
Qualifications:
- Bachelor degree or higher, major in Marketing, Business Administration, Economics or other relevant areas
Expertise:
- Understanding digital marketing và financial and insurance products/services
- Strong understanding of strategy and budgeting.
Experience:
- Specialization: at least 08 years of experience in marketing và communications, of which at least 5 years in Digital marketing
- Management: at least 04 years of senior management position or equivalent
Foreign Language
- Business English standard of proficiency as required for the role