The Chief Branding Officer will oversee the team and work closely with the respective stakeholders in development of Brand strategy, media plans and integrated communications strategies, in line with the mission and vision of the Bank.
The incumbent will be assigned with the responsibility to reinforce brand identity, and maintain brand integrity / value proposition and provide insight across Bank-wide initiatives pertaining to Omni-channel relation efforts, CSR, crisis and internal communications.
The incumbent will be responsible for analyzing market / industry, performance of products / services and, identifying opportunities for increased market share / growth and conversions analysis, and optimizing overall customer experience.
The incumbent will be responsible for analyzing DB brand related data for formulation of strategic plans / initiatives.
Detailed Roles and Responsibilities
Contribute towards and manage the development / refining of Brand strategy, media plans and integrated communications strategies for the Bank, in partnership with the relevant stakeholders.
Work closely with the Department Head in ascertaining challenges / relative brand strengths and weaknesses to formulate and implement internal and external communication strategies / solutions to improve the brand equity among key customers.
Work closely with the Department Head in planning and executing comprehensive brand management guidelines, and value proposition.
Partner with the leadership team and cross-functional teams to formulate and execute strategic brand framework and architecture, facilitating to persuasively engage the target audiences.
Update self on the current industry trends, economic events, regulatory requirements / changes, and implement adequate changes, in close coordination with the Dept.
Head, including but not limited to specific deliverables, staffing of employees etc.
Develop and maintain robust working relationships with internal / external stakeholders to facilitate and capitalize on functional / operational / strategic needs.
Represent Doha Bank at internal / external events / meetings, conferences etc., ensuring optimization of business opportunities.
Partner with the leadership team in developing proposals on branding strategies in terms of brand development, brand positioning / evaluation, and consumer segmentation.
Partner with the Transformation and marketing teams in developing strategies and implementation of Doha Bank’s Omni channel customer experience / engagement initiatives to ensure brand consistency.
Manage cross-functional efforts with the relevant stakeholders in terms of content strategy, and brand segmentation across varied communications activities and customer touch points.
Contribute towards the development of Annual Business / Operating Plan, revenue projections, vendor contracts, periodic strategic reviews, cost parameters, and ROI and budget management pertaining to Branding efforts.
Lead the expansion efforts pertaining to DB’s engagement, conversion and prospect acquisition across varied enterprise-wide branding opportunities.
Leverage industry best practice methodologies and cross-functional efforts for bank-wide initiatives in support of enhancement of brand identity, including CSR efforts.
Serve as a spokesperson and lead point person on media interactions that help promote the organization.
Establish and manage key relationship with agencies including creative and content, in alignment with the overall brand strategy and communications plan.
Guide the team in analyzing and tracking various aspects of DB as a brand, including but not limited to brand personality, positioning, performance vs.
targets, dependability and partnerships.
Lead multifarious continuous analysis of customer behavior, marketing insights on internal and external environment, and industry research efforts for key growth / communication initiatives to grow DB’s brand awareness
Oversee the formulation and execution of performance improvement plans for various brand categories / branding initiatives.
Oversee execution of major organization-wide key performance indicators, including but not limited to NPS and RSI, and necessary dashboard / reporting capabilities to communicate advancement.
Consult with the Social Media Specialists on analysis of all assigned elements of the digital platforms based on SEO metrics and customer experience best practices.
Provide consultative guidance to the Marketing & Business Development and Product teams on industry standards, customer / competitive insights, and suggest improvements to enhance sales, traffic and conversion.
Partner with cross-functional teams across product management, business development & marketing and external Data Measurement agencies to capitalize on brand analytics capabilities.
Direct the team in providing research and analytic support for the internal stakeholders, including but not limited to overall brand performance, market research & sizing, field audits, benchmarking and best practices.
Partner with the respective stakeholders in the new product development / launches / pricing, alongside business development efforts through marketing / brand analyses based on environmental constraints, periodic forecasts and turnover estimates.
Partner with relevant stakeholders in defining CRM for the brand and train relevant internal teams on its usage, as and when required.
Work cross-functionally in formulating and executing campaigns and review of promotional collateral to influence / improve brand recognition.
Adhere to / follow audit, compliance and procedural control measures set by the management.
Maintain highest standards of confidentiality, professional conduct, ethics and integrity in the provision of services in the section.
University graduate with a degree in Marketing, Business, Communications or Journalism any other related discipline.
Master’s degree in Management any other related discipline will be an added advantage.
Experience / Skills
10-15 years of total experience in financial services / banking industry, entailing responsibilities pertaining to the specific area of discipline.
Experience in corporate communications and brand management / brand advertising or related field.
Experience in market research, marketing analytics, return on investment / financial modeling and statistical analysis.
Experience in brand management / campaigns / content marketing strategy across varied marketing channels / customer touch points.
Experience in working alongside cross-functional teams in executing highly scalable events.
Segmentation and Customer Value Modelling
Knowledge of corporate communications and brand management techniques and tools
Working knowledge of website analytics platforms and brand analysis techniques
Strong understanding of Business to Business and Business to Customer communications
Knowledge of macros, pivot tables, SPSS / statistical packages and tools
Knowledge of brand / consumer research tools
Excellent knowledge of CRM
Proficiency in data models, data mining and segmentation techniques
Knowledge of search engine marketing and SEO
Logical and analytical skills
Business writing skills