Senior Manager, Retail Marketing

Job Purpose
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.
Key Accountabilities:
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.
2. Capability development, career development roadmap for staff:
• Actively encourage and support subordinates to improve their capabilities and selft development.
• Actively discuss with management about personal development aspirations to agree on a roadmap.
• Capability development, career development roadmap for staff.
• Performance appraisal based on performance evaluation criteria (KRA/KPI); build up PDP (Personal Development Plan) for staff.
• Planning và hiring additional personnel annually (if necessary) according to the orientation of organization and business development.