Brand Lead at NCBA Group

Job Purpose Statement

• The Brand and Insights Lead is a pivotal role within the Brand and Communication function, responsible for understanding what motivates our target audience and developing marketing campaigns that position our brand accordingly.
• These campaigns will drive customer engagement and further define our brand's reputation and image in the market. This role involves planning and executing offline and online brand activities for both internal and external customers.
• Additionally, the role encompasses social engagement and influencer management through content generation, social media channel management, and community development with influencers/tribes. The Brand and Insights Lead will also build go-to-market campaigns and lead holistic product release strategies for LOOP DFS Products.
• The ideal candidate will possess strong marketing and brand-building skills, creative thinking, and the ability to execute strategy effectively.

Key Accountabilities (Duties and Responsibilities)

Financial | 40%

• Define brand positioning, tonality, and values, ensuring consistency across all platforms.
• Manage key brand assets, ensuring they are up-to-date and deliver expected business value.
• Build and execute a cohesive social media strategy that drives engagement in the financial sector and manage the social media calendar.
• Oversee all user-facing content across channels, from blogs to in-app shorts.
• Collaborate with the Communication and Business Teams to design, track, and evaluate performance metrics for content.
• Plan, implement, and measure all content-related activities across different channels.
• Conduct consumer and market research to identify current brand positioning and opportunity areas.
• Design a research-based, country-specific brand strategy.

Internal Business Processes | 25%

• Develop and execute marketing campaigns to communicate our brand message.
• Communicate our brand personality internally and align the company around foundational ideas.
• Ensure timely preparation of annual marketing plans focused on supporting Business Units in achieving their revenue objectives.
• Lead client/agency relationships for assigned product portfolios, ensuring the best possible output and prices for LOOP DFS.
• Collaborate with the Communication Lead to align marketing and communication initiatives across all platforms.

Customer | 25%

• Design innovative and engaging campaigns and promotions to achieve customer growth targets.
• Document brand guidelines and ensure adherence by all internal parties.
• Ensure content consistency across all communication channels.
• Monitor and report customer sentiments on all digital channels and take recovery action on negative sentiments.

Learning and Growth | 10%

• Demonstrate a commitment to self-development and developing others, building long-term staff capability and competency within and beyond the team.
• Stay abreast of the latest digital trends and technology through industry research to inform content and communication strategy.

Job Specifications

Qualification and Experience Requirements:

• University degree or equivalent in Business, Marketing, or Communications.
• 5+ years of experience in the B2C online space, including social media management, brand, and content management.
• Extensive experience in writing content for brand growth and product marketing.
• Demonstrated creativity and out-of-the-box thinking.
• Excellent written and verbal communication skills.
• Customer-driven approach with a proven record in effective brand storytelling.
• Extremely detail-oriented.
• Strong interpersonal skills for managing multiple stakeholders.
• Prior startup/fintech experience is a plus.
• Solid knowledge of media (online and offline).
• Ability to manage and influence agencies, teams, and stakeholders at all levels.
• Sound time management and prioritization skills.
• Budget management experience.
• Team collaboration skills.
• Adaptability to change.
• Preferably, agency experience with a background in copywriting, art direction/design, or client management.

Professional Training:

• Understanding of the financial services industry and fintech development in Kenya and Africa.