Overview
Head of Marketing Jobs in Islāmābād, Pakistan at easypaisa digital bank
About easypaisa digital bank:
easypaisa is Pakistan’s first digital bank and has advanced Pakistan’s digital finance landscape. Backed by our shareholders, Telenor Group-a leading telecom operator in Asia and the Nordics- and Ant Group-the force behind Alipay, the world’s leading open internet platform, easypaisa deliver secure, convenient financial solutions to millions of Pakistanis.
Position Summary:
The incumbent is responsible to plan and develop overall marketing and growth marketing strategies for the bank. Also, the incumbent is responsible for all decisions, strategy, operations and targets pertaining to marketing, brand management, digital marketing, media, activations, research, marketing growth strategy and marketing operations.
Duties and Responsibilities:
- Marketing Strategy & Operations: Develop and execute marketing strategies under brand management, digital marketing and marketing operations for all brands and for the company while managing and developing a best in class marketing department.
- Brand Strategy & Operations: Develop, manage and govern: Brand Strategy, Brand Operations and Brand Measurement for Easypaisa Bank ensuring; Brand Marketing Leadership and Influence, Brand Research & Consumer Advocacy and Agency Relations
- Digital Marketing Awareness Strategy & Operations & Organic Gowth: Develop, manage and govern: Digital awareness Marketing Strategy, Digital awareness Marketing Measurement for Telenor Microfinance. Create breakthrough digital marketing ideas and website/App experiences that make Easypaisa Bank and our family of brands stand out from our competitors in a rapidly changing digital world. Lead a comprehensive digital content strategy for all social platforms, focusing on increasing brand awareness and fostering organic growth.
- IMC, Media Strategy & Activation & Trade Operations: The incumbent is responsible for media vehicle strategy, marketing mix strategy for ATL, BTL, OOH & operational management of advertising related to TV, radio, cinema, print, activations & outdoor advertising including deployment on trade channel.
- Marketing Budget Management: Ensure optimized budget management on multiple variables including but not limited to: Productions, Airing, Agency costs etc.
- Drive brand consistency and messaging across all marketing channels and internal communications.
- Multiple Agency Management: Manage, develop and grow partner agencies including Creative, Media, Activation, Research, Trade and OOH. Ensure cost optimizations and quality management.
- Research and Consumer Behaviour: Develop and implement branding, positioning and pricing strategies for Marketing Department in an efficient manner. Analyze consumer behavior and determine customer personas in an effective manner. Identify opportunities to reach new market segments and expand market share as well as ensure that brand image is strong and consistent across all channels. Develop brand strategy, manage brand operations as well as develop and execute marketing research (BHT).
- Provide expert advice/training to the team to enhance skills and capabilities.
- Develop and sustain synergy between brand, digital, media, activations and corporate communications.
- Incumbent shall be responsible to adhere by easypaisa Bank Behaviours in all aspects of his/her work conduct.
- Ensure that a culture of risk and compliance management is implemented, and institute performance measures tied to individual risk and compliance responsibilities.
Direct Reports:
- Asst Director Brand
- Asst Director IMC
Role Relationship
Internal
- Partnership & Corporate Solutions
- Segments and Campaigns
- Channels
- Non-Payment Products
- Payments & Wallets
- Lending
- ACBP
- Strategy and Transformation Vertical
- Technology Vertical
- Branch Banking Vertical
- HR Vertical
- Corporate Comms Vertical
- Compliance Vertical
- Regulatory Vertical
- Finance Vertical
- Sourcing Vertical
- Legal Vertical
- Operations Vertical
- Risk Vertical
- Telenor Group Branding Team
- Telenor Group Digital Marketing Team
- Ant Financial Group Brand Team
- Ant Financial Group Digital Marketing Team
- Ant F and Telenor Group Stakeholders
- TMF Board
External
- Creative Agency
- Media Agency
- Research Agencies
- Activation Agencies
- OOH Agencies
- Trade Agencies
- Business Partners
- State Bank
- Pakistan Telecom Authority
- Traditional Platform Vendors
- Digital Platform Vendors
- Production Houses (All)
Knowledge and Experience
Education: Masters + Specialized Certification/Degree
Experience: 12 to 15 Years
Behavioral Skills:
- Leadership excellence
- Team management and mentorship
- Superior communication skills
- Growth mindset
- Creative and inspiring
Competencies:
- Marketing Strategy & Operations
- Brand Strategy & Operations
- Digital Marketing Strategy & Operations
- Media Strategy & Operations
- Activations Strategy & Operations
- Trade Strategy & Operations
- Marketing Budget Management
- Growth Marketing Strategy & Operations
- Marketing Research and Segmentation Implementation
- Agency (Creative/Media/Activation/Research/Trade/OOH) management and development
Title: Head of Marketing
Company: easypaisa digital bank
Location: Islāmābād, Pakistan
Category:
