JOB ACCOUNTABILITY:

The Brand and Product Marketing Head is the lead voice for how the company and its products are seen in the market. This role is responsible for growing and protecting the brand's reputation. The Head ensures that customers understand the value of the products or channels through clear, engaging messages. By guiding all branding efforts, they make sure that every product launch and marketing message fits the organization's overall goals, helping to drive customer acquisition and build lasting trust with customers.

This role also manages the hands-on work of running successful marketing campaigns, promotions, and other marketing initiatives designed to drive product and digital channel sales.

The Head decides where the advertising budget is spent—from digital ads to traditional media—and works with agency partners to get the most value out of the investment.

A key part of this job is using market research to make smart decisions. This role will lead market research efforts to validate brand strategies and protect brand health. He/she will also work closely with product managers to implement product research needed to identify customer insights to use for product development, enhancement or growth.

MAIN RESPONSIBILITIES:

Brand Equity Management

• Assist the Product & Marketing Head in defining/redefining the total brand strategy for CitySavings.

• Lead the development or implementation of the Brand Visual Identity (BVI) guidelines.

• Lead brand campaigns aimed at driving brand awareness and preference for CitySavings.

• Monitor brand health metrics, and propose strategies and initiatives to improve or protect brand health.

Product Marketing

• Assist in the development of strategic marketing guard rails for product development. This includes defining the

target market, customer needs and crafting value propositions to meet customer needs.

• Provide marketing support to the product managers and the digital channels team. This is in the form of product or channel marketing campaigns, promos or other programs designed to drive product, channel, or segment sales.

• Manage brand/product marketing officers to execute product, and channel marketing programs on time, in full and in excellent quality.

• Monitor the performance of product/channel marketing campaigns and programs.

Media Support

• Act as the point of contact (SPOC) for all media-related requirements. This entails working with Media

SMEs or Media agencies to develop effective media strategies and to implement media plans.

• Monitor the returns on media spends.

• Develop and roll out media mix best practices tailored to different brand, product or segment objectives.

Market Research

• Lead the implementation of market or consumer studies to guide brand strategies, product strategies and market development efforts.

• Work closely with the different functions (e.g. product, sales) to distill insights and actionable next steps from market studies.

• Act as the point of contact (SPOC) for all market research needs.

Brand & Product Marketing Head