Head, Consumer Brand Management at Interswitch

Job Summary

To lead brand marketing strategy and support the delivery of sustainable and profitable, market volume, value and brand equity growth for assigned (consumer) products/brands.

Key Responsibilities

Marketing Strategy Development

• Provide meaningful strategic input in the formulation and implementation of annual brand plan and budget including formulation and implementation of promotional/sponsorship initiatives
• Support head of marketing in planning and developing the growth strategy in conjunction with product, consumer segment, market research and Brand Managers

Product Marketing

• Market intelligence—Be the expert on customers/users, who are they, how they buy and their key buying criteria
• Understand the competitive landscape—Be an expert on our competition and how they are positioned.
• Collaborate with product management and marketing communications to develop product positioning and messaging that resonate with our target buyer personas.
• Understand and document consumer behaviour and user journey, including where they get information, and the who, what, when and why behind the decisions they make. Expected to use this insight to strategically drive improvement to our marketing & customer acquisition/retention
• Develop a marketing plan for the products you support including key activities and budgets to support the retention of existing customers and the acquisition of new customers.
• Assess the effectiveness of the marketing programs that support your products on an ongoing basis, and report back to the business on required changes.
• Plan the launches of net-new products and releases of existing products and manage the cross-functional implementation of the plan.
• Act as the primary thought leader for the products you support externally, including speaking engagements and written works.
• Provide sales enablement - understand and support sales channels; train them on the problems we solve for our buyers and users; develop internal tools and external collateral and teach them how and when to use it.

Brand Management

• Provide expertise to the company in relation to brand development and maintains an awareness of any relevant developments in the field
• Provide support in the development of advertising/communication concepts in support of brand building initiatives that can be successfully executed in the market place
• Develop and manage brand specific promotions based on needs and lifestyle to achieve specific market objectives (i.e. acquire new customers and stimulate usage amongst existing customers)
• Coordinate all relevant stakeholders to ensure campaign is implemented for all propositions
• Develop initiatives to increase customers’ satisfaction
• Contribute to the understanding of the financial strength of key projects involving changes in customer numbers, cost of product/service delivery, marketing spend, revenue per customer (where applicable), return on investment etc.

Market Research

• Apply research skill to accomplish business objectives: analyse data, search for trends, develop key findings, conclusions and indicated actions from qualitative/quantitative consumer and customer research
• Search and spin global best practice go to market processes and approach
• Compile briefs and reports on competitor intelligence, including insights around detailed positioning of products and segment propositions

Channel distribution partner management

• Interface with channel partners to drive cost-effective initiatives
• Leverage on partnerships to drive brand visibility and usage of Interswitch’s products

Requirements

Education:

• A first degree from a reputable institution
• MBA from a reputable local/international institution an advantage
• Membership of a professional association is desirable but not mandatory (CIM-UK, NIMN, APCON)

Experience:

5-8 years active/relevant experience in a similar function with experience in building brands and managing in a competitive, complex and dynamic environment