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Senior Officer, Retail Marketing

4 months ago

Hanoi, Vietnam Techcombank Full time

20 Feb 2024**Senior Officer, Retail Marketing (40000561)**:

- Category: Retail Banking Group- Job Type:
- Facility: Retail Banking**Job Purpose**:

- The job holder manage and be responsible for planning and measuring Marketing (go-to-market) campaigns—digital and traditional, ensuring marketing strategies and plans for RBG are effectively built in line with the business plan of RBG and meet the needs of customers in the strategic segment the bank has chosen to participate in.
- The job holder responsible for developing product related marketing activities which include positioning, informing, and differentiating between TCB's products and competitors, developing innovative programs, meet the needs of key customer segments.

**Key Accountabilities (1)**:

A. DEPARTMENT MISSIONS
1. GROWTH MARKETING
- Assist in setting up marketing plans to optimize investment efficiency through attracting, retaining, upselling and cross-selling to the right target customers.
- Analyze and test marketing models based on typical models suitable for RBG's business orientation on each sub-segment and through each marketing channel.
- Analyze campaign performance and effectiveness for each segment to quantify opportunities to exploit each sub-segment based on marketing strategy to optimize investment costs.
- Support to set up the overall communication plan quarterly and annually based on the business plan of RBG.
- Support to build the media and image positioning for the solution/product, consistent with the brand promise and value positioning for each target customer group.
- Participate in setting up a plan to optimize the conversion rate at each level of the marketing funnel.
- Support to build a consistent and transparent experience of information that will be provided on all communication channels to Science and Technology.
- Effectively manage marketing investments through planning, allocating and managing marketing budgets for campaigns and programs within the marketing strategy.
- Assist in the development and administration of KPI's and methods of measuring the effectiveness of marketing programs.

**Key Accountabilities (2)**:

2. MARKETING US PRODUCTS
- Assist in coordinating with Product Development and Segment departments to generate business requirements that need to be answered (based on assumptions) when conducting customer research, to understand each step of the needs and channels appropriate marketing to reach target customers effectively.
- Support planning marketing strategies along with short-term and long-term business plans for products and services provided to Science and Technology.
- Assist in the development of marketing strategies based on the assessment and assessment of the position of RBG's products and services, through comparison and assessment of competitors.
- Update periodic market reports on marketing (macro and micro), comment on the position of products and services compared to competitors so that RBG always captures market trends in terms of activities marketing.
- Set up reports to provide information related to the needs and expectations of science and technology to relevant departments within the division based on analysis, feedback and effectiveness of marketing campaigns.
- Analyze data from product campaigns across each investment channel to create plans to improve revenue.
- Participate in the evaluation of RBG's value proposition propositions to come up with marketing solutions in line with the needs and desires of science and technology.
- Join the working team to evaluate CVP ideas to support relevant departments to build value propositions for economic segments, MKT segments, and tactical segments.
- Analyze and evaluate promotion policy based on price elasticity of demand.
- Assist in setting up and managing the plans to launch new products, introduce existing products and manage the implementation of the plan with related departments.

**Key Accountabilities (3)**:

B. OTHER TASKS
- Participate in Techcombank's cultural activities.
- Coordinate and support to build a long-term MKT platform (targeted communication / automation) for retail marketing business.
- Make a personal development plan (PDP) according to the roadmap, actively participate in training and capacity building.
- Other duties as assigned by Senior Director of Retail Marketing and Director of Retail Marketing.

**Key Relationships - Direct Manager**:
Senior Manager, Retail Marketing

**Key Relationships - Direct Reports**:
**Key Relationships - Internal Stakeholders**:
All functional units in the bank: mainly with business divisions, RBG, CA, Strategy, Finance, Procurement, IT, OnT

**Key Relationships - External Stakeholders**:
Media and marketing services/external agencies: research agencies, strategic partnerships

**Success Profile - Qualification and Experiences**:

Qualifications:

- Bachelor degree or higher, major in Marketing, Business Administration, Economics or other relevant areas

Expertise: