Assistant Director, Brand
5 days ago
Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.
ROLE
This position is a leadership role in Brand Management and Go-to-Market strategies for PAMB, encompassing consumer propositions and campaigns planning of integrated / digital first campaign, not limited to advertising & sponsorship, social & content marketing, digital performance marketing and brand activation.
PRINCIPAL DUTIES & RESPONSIBILITIES:
Brand Custodian & Voice of Customer. Build and protect the equity of Prudential brand as customer centric brand.Brand Strategy. Develop and implement compelling brand strategies to drive top of mind awareness and brand preference.Segmentation & Campaign Planning. Plan, execute, report segment specific, full funnel GTM campaigns anchored on compelling consumer insights and proposition, and breakthrough creatives at scale.Performance Marketing. Adopts performance marketing approach for continuous optimisation of all campaigns including leads nurturing strategies, to maximise conversion and ROI (new customer acquisition, customer lifetime value, net promoter score)Digital and Content Marketing. Champions digital, social and content marketing as integral channel and comms strategy for campaigns and always on efforts.Customer Relationship Marketing. Leveraging on content engagement platform to warm prospects, extend conversion journey, reactivate vintage customers and build loyalty.Go-to-Market Experience. Collaborate with cross-functional teams to create and execute go-to-market strategies to drive new customer acquisition and lifetime value, service adoption, and brand advocacy.Developing People. Facilitates the development of team members through personal involvement in coaching, mentoring and sponsorship while creating an environment that fosters learning, growth, and development.Stakeholder Management. Upward and cross-functional stakeholder management to build success together and to deliver on our commitments. This entails brand stewardship, alignment in communication strategy, clarifying roles and responsibilities, monitoring of leads conversion, etc.Day to Day Governance. Ensure proper adherence to company processes, regulatory requirements and mitigation of brand risk.
JOB SPECIFICATION
a. Qualifications- Degree in Business studies / Marketing / Mass Communication / Media / Advertising or equivalent
b. Experience- Minimum 10-12 years of working experience in similar managerial capacity- Strong leadership skills and management- Experienced in senior stakeholder management- Experienced in team management and people development- Strong business acumen & high learning curve
c. Knowledge- Marketing/Advertising professional with strong brand and communication fundamentals- Digital native with performance marketing experience- Strong spoken and written English, with good presentation skills- Proficient in Chinese is valued- Proactive, organised, great team player and enjoy working with people
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