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Career Opportunity

Brand Marketing Manager 12 months contract

  • Primary Location: Australia,New South Wales,Sydney
  • Education: Bachelor's Degree
  • Job Function: Marketing
  • Schedule: Full-time
  • Shift: Day Job
  • Employee Status: Regular
  • Travel Time: No
  • Job ID: 18071368

Description


The objective of the Brand, Sponsorships & Insights team is to own and manage the Citi Australia Brand, to contribute to the delivery of the cross franchise Marketing Plan, customer metrics and to deliver research and insights that assist in growing the business and improving the customer experience and help Citi become a leading Digital bank.

The Brand function leads the brand strategy for the bank - establishing our positioning, undertaking our brand advertising, marketing for the Dining Program and Sponsorships as well as owning the social strategy for the Consumer Bank. This team has oversight of bank-wide marketing and works closely with the marketing teams and agencies to ensure successful execution. This team has oversight of the marketing budget and has accountability for maximising preference, UBA, drivers and revenue associated with the marketing budget.

The Research/Insights function delivers top down and bottoms up NPS Research for each business in the Consumer Bank, manages the brand tracking, econometric modelling and helps to drive other research projects and manages competitive intelligence providers.

The Sponsorships function includes leadership of the key cross franchise loyalty assets of the Dining Program and Private Pass as well as Sponsorships. Key focus of this area is ensuring that the Sponsorship assets are being optimised to drive NPS, revenue and account growth.

This role is focused on driving the Citi Brand forward, working closely with internal marketing teams and agencies alike to optimise marketing and through this drives creative across the GCB franchise to deliver and execute optimised marketing campaigns that aligns to Citi brand guidelines and voice and personality traits, as well as successful implementation of Global/Regional initiatives.

The key goals for this role are driving UBA, Consideration and preference as well as demonstrating a link between the marketing activity and the impact on business drivers.

Key Accountabilities:

Brand leadership of all GCG marketing activities:

  • Along with the Senior Marketing Manager lead the development and execution of a strategic cross franchise campaign and media plan that delivers a unified and consistent brand voice throughout all marketing campaigns
  • Manage and develop relationships with creative, media and technology agencies and vendors to foster innovation, and to optimise the performance of all digital channels, such as paid and organic search, social, display, digital TV and content marketing
  • Ideate and drive initiatives to maximise campaign effectiveness for Brand and the broader marketing campaigns throughout the Consumer Bank
  • Act as the brand consultant and advocate for the Consumer Bank by working closely and collaboratively with the marketing teams throughout their campaigns in order to provide marketing expertise and insights to assist them in delivering a successful campaign that meet the business objectives
  • Responsible for driving remarkable campaigns and creative by collaboratively reviewing and approving all Consumer Bank briefs and creative including above the line, below the line, digital and internal communications for:
    • Credit Cards
    • Mortgages
    • Retail
    • Consumer Lending
    • Insurance
    • Digital banking
    • Partnerships & Bank wide loyalty
  • Act as a brand advocate and consultant by reviewing and influencing all Consumer Bank marketing activity (as listed above) to ensure all communications are in line with brand positioning, voice and personality traits, values and guidelines
  • Drive consistency across marketing creative and activities and enable sharing to ensure the business units leverage each other’s activities
  • Monitor campaigns and creative across Citi online and offline channels to ensure that the creative adheres to the brand guidelines including bringing to life the brand voice & personality traits
  • Adopt and encourage a customer first and mobile first digital approach across all new campaigns
  • Manage the bank-wide channel marketing calendar, including Citi online, branch and ATM messages
  • Manage and keep up to date the Australia Brand intranet site
  • Supporting the compilation of monthly Marketing Forum meetings with the marketing community
  • Supporting and implementing Global/Regional requests and initiatives and working with relevant marketing teams to ensure successful execution
  • Liaise with our Global/Regional colleagues in order to obtain insights and best practice examples from around the globe and share these with the marketing community

Drive UBA & Consideration through key marketing initiatives:

  • Act as the brand guru for the marketing teams by providing them with recommendations/insights when reviewing their media strategy and plans across the franchise in order to achieve both the relevant marketing teams metrics and brand metrics
  • Work collaboratively with the marketing teams to influence their media plans to test and invest in key areas of focus
  • Be a leader of change through gathering insights across GCB marketing activities. Reviewing activities holistically and pulling together recommendations that push our marketing to the next level

Build best marketing team:

  • Communicate changes to brand guidelines and marketing processes to the marketing teams
  • Influence the marketing teams to become brand advocates and imbed the brand voice and personality throughout all of their marketing campaigns and creative executions
  • Obtain and collate best practise marketing insights across financial and non-financial industries to share with the marketing community so they can leverage any key learnings/insights that drive our marketing campaigns forward
  • Monitor competitor and market trends ongoing to drive in-house and agency innovation

Channel innovation and optimization:

  • Drive Marketing optimisation initiatives to reduce reliance on paper based communications and more to digital providing knowledge and insights on best digital placements in order to optimise marketing activity
  • Compile marketing related channel spend analysis and drive further campaign analysis
  • Lead channel optimisation across Brand - review marketing spend and provide insights and recommendations on their media plans
  • Proactively review the business processes and take initiatives to identify areas of opportunity for improvement that will in turn improve efficiencies across the business

Budget Management and Reporting:

  • Prudently manage the Brand budget, including MIS trademark chargebacks, optimisation, accruals and invoicing, to ensure targets and return on investment metrics are exceeded
  • Enable accurate and timely ROI reporting, optimisation and effective channel attribution through the setup, implementation and optimisation of tracking, reporting and analysis tools and processes
  • Understand and socialise campaign successes and learnings, to inform future campaign/channel strategies
  • Drive consistency and ensure accuracy with marketing reporting from across each business unit by formulating a best practice template and a central point (e.g. SharePoint) to consolidate all of these reports and campaigns that can then be used for Local and Regional presentations 

Key Business Relationships

Internal:

  • Marketing, Product and Sales teams (Mortgages, Retail Banking, Segments, Insurance, Branches etc)
  • Digital Banking
  • Customer Experience
  • Sponsorships
  • Operations and Technology
  • Compliance
  • eBusiness
  • Corporate Affairs
  • Global/Regional colleagues

External:

  • Strategic/Creative agencies
  • Advertising agency
  • Media agency
  • Below the line agencies 



Qualifications


Key Competencies / Skills

Qualifications

  • Bachelors degree in Marketing or related field
  • Minimum 3 years experience in a Marketing Communications, Brand or Advertising role / or project management experience
  • Knowledge and experience in digital marketing and optimisation of digital marketing channel

Technical Competency

  • Bachelors Degree, preferably in Business or Marketing
  • Knowledge of Microsoft Office
  • Very strong communication and writing skills
  • Strong stakeholder management skills
  • Adapts to change in a fast-paced environment
  • Project Management experience
  • Demonstrated knowledge, experience and passion for digital and traditional marketing

Behavioral Competency Requirements

  • Build Effective Working Relationships - Develop and use collaborative relationships to facilitate the accomplishment of business goals
  • Communicates Effectively - Communicate clearly and concisely, with impact and credibility using appropriate language, style and terminology
  • Business Focus - Demonstrate understanding of each business and its customers
  • Analysis and Decision Making - Identify and understand issues, problems and opportunities and develop appropriate solutions
  • Proactively leads Change and Innovation - Identify organisational requirements for future success and engage in those activities that facilitate the required degree of innovation and change
  • Market, Sales and Customer Focus - Create and seize opportunities that provide superior returns for shareholders and make customers and their needs a primary focus
  • Operational Execution - Be personally accountable for own performance and act with a sense of urgency to address issues and take advantage of opportunities
  • Leverages Diversity – Creating and maintaining an environment that enables everyone to contribute to their full potential; leveraging the organisation’s diversity to help build a better performing organization

Diversity is a key business imperative and a source of strength at Citi. We serve clients from every walk of life, every background and every origin. Our goal is to have our workforce reflect this same diversity at all levels. Citi has made it a priority to foster a culture where the best people want to work, where individuals are promoted based on merit, where we value and demand respect for others and where opportunities to develop are widely available to all.

Personal information (as defined in the Privacy Act 1988) will be handled in accordance with our Privacy Policy. Please see www.citi.com.au/privacy.



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