Campaign Initiative Lead

1 week ago

Melbourne, Victoria, Australia ANZ Banking Group Full time

Req ID: 44407

Department:
AR Marketing Go To Market

Division:
Australia Retail

Location:
Melbourne

About the role

At ANZ our purpose is to shape a world where people and communities thrive.

We're making this happen by improving our customers' financial wellbeing so they can achieve incredible things - be it buying their home, building a business or saving for things big or small.


This role is responsible for campaign development from brief through to launch including creative/media agency engagement and ongoing campaign performance reporting and optimisation.


Chapter Leads will also act as the key point of contact for Tribes, and will be responsible for building capability across the Go To Market (GTM) function as people managers for their respective chapters.

This role will involve interaction with the following stakeholder groups:
Product Marketing
Agency Partners
Go to market team
Market research and Insights
Data
Internal Communications team
Product tribes
Head of Marketing leads
Studio 1 Lead
Strategy and Planning leads


A high degree of stakeholder management skills along with influencing ability is required across these stakeholder groups to direct prioritisation of GTM activity.

The Campaign Initiative Lead (Chapter Lead) is accountable for:

Campaign strategy and lead media/channel planning
Own delivery and quality assurance

Own the GTM planning and coordination of activities - including driving change, innovation transformation in how we drive cut through with customers i.e.

experimentation, gamification, influencers etc.
Commercial creativity - ensuring all marketing GTM activity is linked to commercial growth targets
Sales & service enablement
Develop complex multi-channel end-to-end campaign and initiatives strategies and campaign production
Act as marketing services expert across social, media, content, creative and production, responsible for the end-to-end delivery of complex campaigns
Oversee campaign asset production to support campaign delivery
Timely and successful execution of partnership initiatives across key verticals to maximise customer outcomes and commercial value
Ability to understand how to develop always-on content driven by analytics and data, dynamically curated, and augmented by AI tools (driven by Personalisation Tribe)
Customer experience that is data driven and personalised, leveraging unified customer data across all interactions to allow for purposeful communications/campaigns/initiatives

Role Location: 833 Collins Street, Docklands VIC 3008

Role Type:
Permanent

Schedule:
Full Time

What will you bring?

To grow and be successful in the role, you will ideally bring the following:

Marketing Strategy:

Ability to make organisational decisions on "where to play and how to win" - which specifies goals, areas of focus and key initiatives and how ANZ will successfully deliver future customer and commercial outcomes.

It consists of analysing key learnings, findings and implications ('so what' and 'now what') to inform future strategies.

Go to Market planning:

Ability to make specific choices and course of action developed by each teaM/Function on how they will contribute to the overall delivery of the Marketing Strategy and Portfolio Strategy and the overall customer and commercial targets.

It consists of goal setting & measurement, go to market strategy & planning and the scoping and development of business cases.


Agency Management:

Ability to partner with B2B and B2C agencies to build effective relationships, thereby enabling effective marketing solutions & shared business outcomes.

In addition effectively managing budget to optimise working models and challenging agencies to innovate and experiment by looking at best practice outside ANZ to improve solutions for ANZ customers.


Opportunity Scoping:

Ability to ideate, develop and prioritise initiatives which will deliver the marketing and portfolio strategy, and their respective customer and commercial outcomes.

This consists of opportunity ideation, early idea assessment and the development of opportunity summaries along with customer data analysis, research and insight generation.


Strategic Prioritisation:

Ability to review a range of Business Case scoped initiatives; and assessing these against organisational resources to prioritise those with the greatest customer and commercial benefit.

This includes reviews of initiatives and prioritisation based on overall desirability, feasibility and viability and readiness to launch.

Proposition Development:

Ability to translate customer insights into a statement of promise describing the value our customers will receive across service, communication and product experiences, resulting in better customer and commercial outcomes.

Requirements include adopting 'the ANZ Way' via Brand Academy to adopt convergent and divergent thinking via four phases:
immerse, synthesise, generate and define.

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