Sub-Regional Head, Brand & Marketing, West Africa at Standard Chartered Bank

Job Details

Job Regional Scope: West Africa

Location: Ghana/ Nigeria

Job Description

Job Purpose

The purpose of this role is to provide thought leadership, lead and transform the sub-regional & in-country marketing function. The role holder is required to develop, manage and drive the following strategic deliverables: Strategic Marketing, Strategic Brand, Marketing Communication, Digital Marketing and the performance of the team.

Key Roles & Responsibilities

* Strategic Marketing & Marcom Management

* Use consumer, competitor and research insights to provide thought leadership to formulation of marketing strategy that supports the country’s business strategy
* Draw on research insights as an input to the Customer Value Proposition (each Client Segment Head owns their Customer Value Proposition)
* Develop, socialise and implement the annual marketing plan/calendar
* Ensure functioning of Sub Regional/Country Brand & Marketing Council
* Accountable for the marketing budget, including business case/justification, annual planning and ongoing management
* Proactively manage advertising agencies, media agencies and marcom execution of Customer Value Propositions, integrated marketing plans and campaigns using the right media, with optimal efficiency and effectiveness
* Project manage enterprise marketing campaigns and programs
* Drive digital marketing with the Product team using the existing digital platform
* Ensure execution within the Brand specifications (brand positioning, brand architecture) to reinforce the overall Standard Chartered Bank brand positioning through consistency in tone, manner, look and feel
* Forecast, measure and report on all marketing activity results within agreed deadlines

* Pricing Management

* Provide thought leadership and expertise on formulation of pricing strategy that drives revenue and customer experience
* Develop and share standardized pricing tools and model for Value Stream General Manager’s product manager
* Ensure functioning monthly Cross-sell and Pricing Forum

* Cross-Sell Management

* Act as the consumer advocate, surface customer insights/needs in order to develop bundled product propositions with cross functional business teams
* Develop and own the country cross-sell and Products Per Customer (PPC) roadmap to meet near and long-term PPC targets
* Co-ordinate cross-functional teams to develop and execute product bundle/cross-sell initiatives
* Design and execute campaigns to meet segment/product needs
* Ensure functioning monthly Cross-sell and Pricing Forum

* Customer Analytics

* Lead and execute an integrated Customer Analytics that provides insight and realisation of segment, product and channel objectives.
* Manage end-to-end leads management process to ensure integration and coordination of activities across Product, Segment, Marketing, Risk and Integrated Distribution teams to maximise business outcomes
* Drive and ensure that customer analytics are applied to strategic marketing plans that deliver sustainable growth
* Develop data briefs to provide meaningful customer insights

* Lead the team

* Manage the team with an effective structure, allocation of responsibilities, tasks and resources
* Develop or source the right capabilities to deliver, drive performance, nurture and cultivate marketing talent
* Establish strong and collaborative working relationships across functions
* Be seen as a strong and reliable member of the Consumer Banking Manco team

Qualifications & Skills


* At least 10 to 15 years marketing experience
* Relevant tertiary qualifications, preferably with MBA experience
* Strong business/ product knowledge and sufficient marketing expertise to command respect and credibility with senior stakeholders
* Strong customer analytics and portfolio management experience
* Strong digital marketing experience

Talent, Skill & Knowledge

* Strategic acumen
* Conceptual thinking – able to structure and organize
* Execution orientation – able to execute and deliver results
* Service and customer centricity
* Leadership and change agent
* People management
* Influencing and networking
* Presence and communication

Personal Aspiration

* Strong desire and enjoyment of being a business-savvy Marketing Head across a broad marketing agenda
* Motivated by performance linked rewards
* Enjoys managing people
* Enjoys networking and alliance building

Diversity & Inclusion

Standard Chartered is committed to diversity and inclusion. We believe that a work environment which embraces diversity will enable us to get the best out of the broadest spectrum of people to sustain strong business performance and competitive advantage. By building an inclusive culture, each employee can develop a sense of belonging, and have the opportunity to maximise their personal potential.

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