Senior Expert, 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 (1)

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.

Key Accountabilities (2)

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.

Key Accountabilities (3)

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