Senior Expert, Retail Marketing

2 Oct 2024**Senior Expert, Retail Marketing**:

- Category: Retail Banking Group- Job Type:
- Facility: Retail Banking**Job Purpose**:
Job holder ensures marketing activities are effectively built and implemented for each segment and sub-segment, supporting retail banking segment to achieve business performance goals and meet customer needs by segmentation and effective communication approach to each target customer group (by segment/sub-segment) on each marketing channel.

**Key Accountabilities (1)**:

- A. DEPARTMENT DUTIES
1. Developing strategies, managing plans and measuring the effectiveness of retail marketing activities:

- Develop marketing strategies and approaches/marketing plans for each customer segment/target customer group including:

- Identify the market research needed to be able to understand customer needs and channels to reach target customers effectively.
- Coordinate with internal and inter-branch divisions to build CVP financial solutions, manage and build media and image positioning for solutions/products, value positioning for each target customer group.
- Management of the go-to-market (Go-to-market) MKT plan, marketing campaigns for each segment/target customer group.
- Manage KPI targets and measurement methods for each campaign.
- Build effective marketing/communication models for each customer segment.
- Manage and use budget effectively.
- Database administration for marketing programs, dashboard reporting for MKT campaigns and effective use of budgets.
- Collaborate to build a long-term marketing platform (target communication/automation) for marketing business.

2. Effective management of retail marketing activities:

- Manage and build marketing campaigns/activities for each customer segment, sales channel/partner channel and marketing channel.
- Manage and build indicators to measure the effectiveness of marketing activities in each marketing channel.
- Managing and building a framework to assess the capacity (in collaboration with MSTT) of advertising and creative strategic partners.

B. DUTIES OF MANAGEMENT LEVEL
1. Create an effective working environment
- Improve operational efficiency by encouraging and motivating the working spirit of subordinates; create a collective working environment where there is always interaction, mutual support, updated information and towards long-term cohesion.
- Urging, supervising and guiding individuals in the department to fully perform their functions and duties as prescribed.
- Solve problems with individuals whose behavior is inconsistent with a spirit of collaboration and respect for diversity.
- Implement the plan to improve personal capacity as agreed with the management.

**Key Accountabilities (2)**:

- PEOPLE MANAGEMENT
- Attract, onboard and retain the right talents for a high
- performing team
- Communicate team and individual KRAs/ KPIs, goals, action plan, expectations and results to team members
- Manage team performance & provide feedback regularly (following the annual performance management cycle);
- Enable team member’s professional and personal development through capability assessment, training, coaching & feedback, etc.
- Motivate and recognize team members’ contributions towards the team’s shared goals
- Responsible for developing talents within the team
- Act as a role model and promote corporate culture at sub
- function level
- Understand & communicate relevant HR offerings to team members.

**Key Accountabilities (3)**:
C. OTHER TASKS
Other tasks assigned by Chief Retail Banking Group, Head of Business Segment và Director, Retail Marketing

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

**Key Relationships - Direct Reports**:
Senior Expert, Senior Officer, Officer

**Key Relationships - Internal Stakeholders**:
All the functional units, mostly with business units, RBG, CA, Strategy, Finance, Procurement, Technology, Operations,

**Key Relationships - External Stakeholders**:
Media and digital marketing service agencies in supplying KOLs, online communities

**Success Profile - Qualification and Experiences**:

- Qualifications:

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

Expertise:

- Understanding digital marketing và financial and insurance products/services
- Strong understanding of strategy and budgeting.

**Experience**:

- Specialization: at least 08 years of experience in marketing và communications, of which at least 5 years in Digital marketing
- Management: at least 04 years of senior management position or equivalent

Foreign Language
- Business English standard of proficiency as required for the role