M-Pesa Brand and Trade Marketing – (VADACOM)

22 abril, 2017

Maputo

KEY AREAS OF RESPONSIBILITIES

Full responsibility for the planning, leading and directing the Brand, Communication and Trade Marketing initiatives with the aim of growing Vodafone M-Pesa’s share of the mobile financial services market in Mozambique.

Detailed responsibilities of the role include:

Responsible for Brand KPI’s: Awareness, Preference, Equity, Share of Voice.
Responsible for Market Research, both standard and ad-hoc.
Understand the target market and ensure the marketing effort is directed towards the market segment.
Responsible for promotion and education on commercial offerings.
Responsible for customer acquisition and education field teams.
Create and manage winning partnerships with key stakeholders and service providers.
Ensure the effective delivery of new campaigns to market on quickest possible timings and ensure growth of cross-segment products.
Design, implement and optimize the Brand message and engagement processes and model across all functions within the organization.
Undertake Market analysis and derive from it a localized Brand Strategy and implementation plan, across all media and relevant touch points.
Develop and manage the execution of the Media Strategy, including online, both on a broader level and on a per-campaign basis.
Develop and manage the execution of segmented Customer Value Management campaigns for customer acquisition, retention, up-selling and cross-selling.
Compile a competitive analysis and define the differentiators of the Brand.
Compile monthly reports including the analysis of market perceptions and opportunities.
Support Trade Marketing and Events in the development of a consistent Brand presence and engagement execution.
Develop and maintain a comprehensive Presence and Trade Merchandising plan, including execution against agreed plan.
Support the development and promotion of Product and Services to ensure they abide to Brand positioning and ease of understanding.
Compiling detailed presentation for senior management as they relate to Brand and Communications.
Responsible for expert level understanding of competitor positioning and offers to be able to develop and manage an effective Brand positioning.
Manage and control the Marketing budget, striving to achieve maximum efficiencies and ROI.
Responsible for Physical handling of promotional material in/out of the warehouse.
Identify problems and opportunities within the mobile financial service/ market.
Initiate and define product improvements to meet changing financial market needs.

QUALIFICATIONS / EXPERIENCE

A degree in Commerce/ Marketing or related fields or equivalent.
Minimum 5 years professional experience in Advertising/ FMCG/ Financial Services concern in the areas of Brand management, Marketing and Communications.
Minimum of 3 years managing a team
Advanced hands-on experience in market research, business analysis, brand strategy and campaign management.
Experience in and knowledge of Telecoms and/or Financial Services industries (preferred).
Strong project management and reporting skills.
Leadership and strategic focus.
Experience in implementing advertising campaigns, agency briefs, media planning and market research.

KNOWLEDGE AND SKILLS

ADVANCED proficiency in Excel, PowerPoint MANDATORY.
Computer literacy essential. (MS Office and Power Point presentations is essential )
Strong written, presentation and verbal communication skills
Relationship management skills
Strong interpersonal skills
Advanced analytical abilities
Negotiation skills
Strong leadership and training skills
Strong Business Analysis skills
Strong Project Management Skills

COMPETENCE