The Brand Marketing and Channels Officer is responsible for developing and executing marketing strategies that strengthen the organization's brand position, drive audience engagement, and support business objectives. This role oversees the overall brand strategy and reputation, sets the communications direction, and manages multi-channel execution to ensure consistent, compelling, and impactful brand messaging. Unlike technical or creative production roles, this position focuses on strategic planning, channel optimization, brand governance, and messaging architecture.
Responsibilities
- Brand Strategy and Management
- Develop and implement overarching brand strategiesincluding PR, media, advertising, and award programsto position the organization as a market leader.
- Craft value propositions, messaging frameworks, and integrated marketing campaigns supporting CVP initiatives and product marketing programs.
- Establish, refine, and enforce brand guidelines to ensure consistency across all communication materials and platforms.
- Advertising, Public Relations, and Corporate Communications
- Prepare press releases, media kits, corporate announcements, executive social content, speeches, and event scripts for brand-related initiatives.
- Collaborate with agencies to develop media plans tailored to customer segments and CVP campaigns.
- Review and approve media materials (copy, visuals, layouts) to ensure alignment with brand standards.
- Oversee timely deployment and quality of media placements based on campaign schedules.
- Awards Participation
- Identify award opportunities aligned with organizational priorities.
- Maintain and manage a centralized awards calendar including deadlines and submission requirements.
- Develop compelling award entries that highlight achievements and innovations.
- Maximize visibility of award wins through PR, internal communications, and digital platforms.
- Social Media Management
- Lead the development and execution of the organization's social media strategy.
- Oversee creation of engaging multimedia content (copy, graphics, video).
- Manage content scheduling, publishing, and real-time community engagement.
- Foster meaningful interactions to strengthen brand affinity and advocacy.
- Channel Management
- Oversee development, maintenance, and optimization of online assets including websites, mobile apps, social media channels, email and Viber platforms, as well as traditional assets like branch TV and merchandising.
- Ensure digital properties are updated, secure, and aligned with brand guidelines.
- Work closely with IT, developers, and vendors to resolve technical issues, support content deployment, and enhance user experience.
- Performance Measurement and Budget Optimization
- Track and analyze channel performance metrics (traffic, conversions, engagement) using tools such as Google Analytics and platform insights.
- Provide regular reports with actionable insights to drive performance improvements and meet business KPIs.
- Manage program budgets and ensure efficient resource allocation for maximum impact.
Qualifications
- Bachelor's degree from a 4-year course; preferably in Business, Marketing, Communications, or related fields.
- Prior experience in marketing, preferably within the Financial Services industry (Trust & Investments, Banking, Insurance). Strong written and verbal communication skills.
- Deep understanding of the financial services business environment.
- Expertise in brand strategy, channel management, and campaign planning.
- Proficiency in digital marketing tools and analytics platforms (e.g., Google Analytics, Meta/LinkedIn Insights).
- Strong project management and stakeholder management capabilities.
