Business Services Merseyside, Liverpool 16/05/2018 £40000 - £50000 per annum

REF: JN -052018-141626_1526494280

Senior Marketing Manager – Brand Awareness and Engagement
Up to 50k plus benefits

  • 150 year old financial services / insurance provider
  • Not for profit organisation
  • Established and expanding marketing team

Role purpose:
Gain an in-depth and accurate view of our members/customers and their needs, use this insight to lead the development and articulation of the Group brand story, and to develop activity designed to raise awareness of the dual brands helping to attract, retain and increase advocacy amongst current and potential members/customers. To deliver against agreed business objectives.

Key Responsibilities:

  • Development and articulation of the brand story for the Police Mutual Group brands in line with the Police Mutual Group brand propositions
  • Design and develop the brand campaign and communications plan to raise awareness and consideration of the Police Mutual Group brands amongst both the Police and Military target markets
  • Design and develop the engagement campaign and communications plan to engage existing members/customers and encourage them to advocate the Police Mutual Group brands
  • Delivery of all brand/engagement activity and ensure it delivers against agreed business plan objectives
  • Work closely with the Insight Marketing Manager to develop insight into the different affinities and audiences to influence the activity ensuring it is as engaging and effective as possible
  • Work with the Head of Brand and Proposition to develop the overall look and feel for the Police Mutual Group brands
  • Own the development and maintenance of brand guidelines for all Police Mutual Group brands and work alongside all relevant business areas to ensure these are implemented
  • To monitor competitors and other industries to identify potential opportunities for test and learn activity and new ways of working
  • Lead the development and evaluation of creative/copy for new and existing campaigns/communications across multiple channels
  • Day to day and performance management of external agencies and 3rd parties to ensure successful delivery of campaigns/communications
  • Take the lead with key stakeholders in the business to ensure the brand proposition and brand guidelines are embedded into business areas and business wide projects as appropriate
  • Work collaboratively with the distribution and sales teams to develop plans, activity, objectives, guidelines and content for all face to face activity
  • Work with the Internal Communications Team to identify opportunities and develop communications to embed the brand proposition internally so that colleagues ‘live the brand’
  • Work with the Head of Brand and Proposition to develop and implement measures for brand awareness, consideration and advocacy and monitor over time identifying areas for investigation and development
  • To implement an empowering and continuous improvement culture, to expand the marketing scope and approach
  • To effectively manage the marketing budget, prioritising spend on key activities and promoting ‘test and learn’ culture as appropriate
  • To innovate and instigate a model approach to the reporting of commercial MI within marketing for conversions and ROI metrics, ensuring that all activity is measured, analysed and reported on for continuous improvement and to ensure positive ROI
  • Lead and manage a team of Marketing Managers
  • Design and develop brand governance processes

Skills and experience required:

  • Experience of developing a clear and compelling brand story in line with overall brand proposition
  • Experience of embedding brand propositions business wide
  • Experience in developing and delivering compelling, insight driven, effective brand campaigns and communications
  • Experienced leader with focus on managing and developing a team to get the best result
  • Strategic mindset with the ability to forward think and react tactically where required
  • Evidenced experience in influencing senior stakeholders
  • Evidenced experience in building strong business networks
  • Experience in integrated marketing planning
  • Experience working across multiple communications channels/media
  • Experience of performance managing marketing agencies and other 3rd party providers
  • Excellent written and verbal communication skills
  • Experience in evaluating and measuring multi-channel campaigns and communications
  • Be able to cope with managing multiple projects/campaigns in a fast moving environment with varying workloads and pressures
  • Strong understanding of the Group proposition, products and processes
  • Experience within a membership driven and/or customer centric organisation
  • Experience of developing and embedding brand guidelines
  • Good understanding of the financial services industry and working within a regulated environment
  • Have a degree or higher qualification in Marketing and 8+ years relevant experience
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