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Head of Brand

3 months ago

Homebush, Victoria, Australia Teachers Mutual Bank Full time
Join our supportive and collaborative Brand & Marketing team

  • Receive discounts available to employees, family and friends
  • Hybrid model of 50/50 WFH and in office, Homebush Head Office location

About the Role


As a member of the Banks senior management team, this role provides thought leadership and contemporary thinking to develop and execute marketing strategy to grow the banks business.

The Head of Brand and Marketing delivers on strategy and business goals by inspiring and leading a large integrated multi-channel and multi brand marketing department.


Performance excellence in this role requires effective leadership of the various disciplines supporting the marketing function, such as marketing strategy, marketing communications incorporating digital and social media engagement, brand and segment development and management.


This role also requires proficiency in developing, managing and reconciling a multi-million dollar budget to support the various marketing functions.

Commercial acumen, a profit mindset and an ability to effectively engage marketing agencies are also essential in this role.


Most importantly, this role is customer centric to ensure the bank provides the best customer experience by informing and monitoring bank sales and service strategy.


About You
***
BRAND

  • Develops and recommends brand strategy in alignment with business strategy, brand positioning and KPI's in conjunction with the Chief Marketing Officer.
  • Builds on and strengthens the banks unique brand value proposition and communication and evolves the brand message to achieve a strong and competitive position in the market
  • Protects the value of TMBL's brand by promoting compliance with the regulatory framework that applies to the marketing and advertising of financial products and services

MARKETING STRATEGY

  • Defines and implements the strategic marketing plans to ensure TMBL's short, medium and long term growth and profitability goals are achieved, specifically strategies to support the business objectives and national growth targets, including overarching value proposition, segment strategy, and alignment to product and pricing strategies
  • Leads and coordinates the creation and execution of all marketing initiatives and programs to achieve the strategy and deliver on our member promise.
  • Ensures fulfillment of marketing strategy is member centric, fulfills our mission, supports the banks strategy and aligns with our values

COMMUNICATION/CREATIVE

  • Leads and monitors the creation of all marketing content, collateral, advertisements and promotions to achieve marketing goals and objectives, taking a digital first approach.
  • Develops and implements brand aligned standards for communication to members (B2C) and business stakeholders/partners (B2B)

DIGITAL & WEBSITE

  • Leads the development and implementation of digital marketing solutions to broaden the banks marketing reach.
  • Manages, develops and evolves the communication and content to be distributed through digital channels and utilises new technologies to communicate cost effectively

MEMBER

  • Develops, implements and manages member centric strategies to achieve budgets and exceed member expectations.
  • Researches and analyses economic trends, buying habits and the demographic characteristics of members and their product preferences. Manages member segments and their lifecycle requirements from strategic planning to tactical activities.
  • Develop member growth and retention strategies. Monitors and reports member satisfaction/advocacy. Identifies and recommends strategies to improve member satisfaction, advocacy and engagement

SPONSORSHIP & CSR

  • Works corroboratively with the Sponsorships team to provide input on and support for the banks sponsorship strategy and activity
  • Provides marketing support for sponsorship requirements and leverages CSR activity and provides marketing support for all CSR requirements
  • Works corroboratively with the Head of Corporate Affairs and the CSR Specialist to provide input on and support for the banks CSR strategy and activity
  • Supports the banks public relations strategy and keep abreast of corporate affairs activity

BUDGETS & REPORTING

  • Extensive budget management is required including allocation of budgets to different marketing activities and to manage and reconcile budgets on an ongoing basis.
  • Ensures monthly board reports are completed and approved prior to submission deadlines and present to board, executive and management as required

STAFF

  • Proactively engages, leads, coaches and mentors the marketing department teams

Qualifications & Skills

  • 15 years Marketing experience
  • 5 years in financial services
  • 5 years people management and leadership experience
  • Tertiary qualifications in a relevant discipline
  • Multibrand and/or brand strategy and brand development skills preferred
  • Strong analytical, planning, forecasting and budgeting/financial skills
  • Ab