PURPOSE:
Reporting to the Group Head of Marketing & Communication, the Communications Manager Brand and Advertising will be responsible for developing, implementing, and managing all brand and advertising strategies to promote the company’s insurance products and services. This role focuses on building brand equity, increasing customer acquisition, and fostering customer loyalty while ensuring consistent brand messaging across all platforms. The ideal candidate will have a strong background in marketing, advertising, and brand management, with experience in the insurance industry being an added advantage.
PRIMARY RESPONSIBILITIES:
Brand Strategy & Development:
- Develop and execute comprehensive brand strategies aligned with the company’s business goals and objectives.
- Ensure the brand’s message, tone, and identity are consistent across all internal and external communications.
- Drive brand positioning, market differentiation, and competitive analysis to enhance brand awareness.
- Lead the development of branding guidelines and ensure they are adhered to across all channels and touchpoints.
Advertising & Campaign Management:
- Plan, develop, and oversee advertising campaigns, ensuring the right mix of media channels to maximize reach and engagement.
- Work with internal teams and external agencies to create innovative and impactful advertising that resonates with the target audience.
- Monitor campaign performance and adjust strategies to ensure optimal results, analyzing key metrics such as ROI and brand sentiment.
Media Buying:
- Media Planning: Collaborate with the marketing and creative teams to understand campaign objectives, target audiences, and budgets to develop effective media plans.
- Negotiation: Liaise with media vendors (TV, radio, digital, print, out-of-home, etc.) to negotiate the best rates, placements, and added-value opportunities.
- Budget Management: Allocate the media budget across platforms to maximize reach and effectiveness, ensuring the campaign stays within financial constraints.
- Ad Placement: Schedule and secure appropriate slots for advertisements on various media channels, coordinating with vendors to ensure timely delivery of assets.
- Contract Management: Manage contracts and agreements with media vendors, ensuring compliance with terms and conditions.
Campaign Monitoring & Optimization:
- Tracking Performance: Monitor the performance of media buys across all platforms using tools such as Google Analytics, third-party tracking, or media vendor reports.
- Optimization: Continuously analyze media performance data and make recommendations to improve the efficiency of media spending (e.g., shifting spend from underperforming channels to more effective ones).
- Reporting: Prepare detailed performance reports on media buys, tracking key metrics such as impressions, clicks, reach, engagement, and conversion rates.
- Media Auditing: Ensure that the media buys deliver the promised value, including spot checks on ad placements and auditing invoices against contracted rates.
Market Research & Strategy:
- Audience Insights: Conduct research on audience behavior, media consumption trends, and competitor media activity to inform buying decisions.
- Trend Analysis: Stay up-to-date with the latest trends in media buying, digital marketing, and programmatic advertising.
- Vendor Relationships: Build and maintain strong relationships with media vendors to gain insights into emerging opportunities and future media placements.
- Manage digital marketing strategies, including social media, SEO/SEM, email marketing, and content creation, to drive brand visibility and engagement.
- Collaborate with the digital marketing team to create compelling content that aligns with the brand’s identity and engages target audiences.
- Monitor online brand presence, engaging with customers on social platforms to build trust and loyalty.
- Budgeting & Financial Management:
- Develop and manage the brand and advertising budget, ensuring campaigns are cost-effective and within allocated financial resources.
- Monitor and report on campaign expenditure, ensuring transparency and financial responsibility.
- Partnerships & Sponsorships:
- Identify and manage partnerships, sponsorships that align with the company’s brand objectives.
- Leverage strategic partnerships to enhance brand visibility and reach new customer segments.
- Team Management:
- Lead and mentor a team of marketing professionals, ensuring they are motivated, productive, and aligned with the company’s brand vision.
- Collaborate with cross-functional teams including sales, product development, and customer service to ensure brand consistency and integration.
| Key Skills, Knowledge, Experience and Behavioural Competencies | |||||||||||||
Academic and Professional Requirements
Experience Required:
Skills and Competencies Required: · Proven experience in developing and executing successful brand and advertising campaigns. · Strong understanding of the Kenyan market and customer preferences. · Excellent leadership and team management skills. · Strong analytical skills, with experience in data-driven marketing and the ability to interpret market trends and consumer insights. · Experience working with external agencies, creative teams, and media planning. · Exceptional communication, presentation, and interpersonal skills. · Creative thinking and problem-solving abilities. · Strong project management skills with the ability to handle multiple priorities. · Expertise in digital marketing, with experience in social media marketing. · Budget management and financial acumen. · Strategic thinking and attention to detail. |
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| CIC Insurance Values | |||||||||||||
| CIC insurance Group is committed to providing excellent service, spur further growth and employees are required to align their behaviour to the following core values as critical to driving their performance;
· Integrity- Be fair and transparent · Dynamism- Be passionate and innovative · Performance- Be efficient and results driven · Co-operation- Live the Co-operative spirit |
If you have the aforementioned professional and academic qualifications and you are ready to execute the above mandate, strictly apply through: https://careers.cicinsurancegroup.com/ clearly indicating the position being applied for.
The application should reach us by close of business on 27th January, 2025. Please note only short-listed candidates will be contacted. If you do not hear from us by 28th February, 2025 consider your application unsuccessful.
N/B: This job advert is open to both internal and external candidates.