Lead, Advertising and Brand Marketing - Singapore - confidential

Description

In this role, you will be responsible in creating a lasting impression among consumers for our brand Prudential, which is measured in 3 areas; Service, Products and Customer Centricity. This role requires working with Group Marketing and Group CA for the roll out and implementation of new brand initiatives, revamp of brand guidelines and updates, brand architecture implementation and tool kit roll out. You will also act as the brand guardian to ensure all our guidelines and principals are adhered to.

Job Description:

Brand Marketing:

• Responsible for working together with Group CA to roll out the new and refreshed brand architecture, guidelines and translation into utilization and business usage.
• Work with Group Marketing to roll out the new Brand campaign which will involve a series of launches as well as audit assets and clean up.
• To ensure there is a smooth transition between current and new, the person must be able to map all the key touch points which will be affected both internally and externally, covering employees, customers, partners and stakeholders.
• Have a clear launch road map and cleanup plan for old assets in market.
• You must have strong branding acumen both in the strategic branding models as well as creative translation of brand ideation and storytelling.
• As the business has various sub-brand, affiliates, sponsored, co-branded, owned platform as well as partnership, you will need to be savvy to translate how the new guidelines will affect these various lines of businesses and the necessary changes that will take place.
• This will require translation into the daily utilization of communication materials, naming conventions and also the training and implementation of the new brand guidelines. You may be required to support in needs such as licensing and trademarking, rights management and coordination, which is related to this brand refresh and revamp.
• There will also be a new brand campaign that is customer facing which will replace the current Listening, Understanding and Delivering and this is expected to be rolled out across the year from a complete imagery, template and asset change out.
• You will be the lead in driving and owning the new brand look and feel and the recall from the customer's perspective and driving and creating ambassadors internally and externally.
• For the brand campaign role out, you will need to support the launched to the sales channels which include 5,300 of our Financial Representatives.
• Upon the new brand campaign roll out, you will need to ensure the planning across ATL and BTL across multiple platforms, working closely with channel marketing and digital teams to achieve targets.
• This will then be translated to product marketing, event experiences, corporate affairs, PR materials, sustainability related issues, investments and HR collaterals.
• Works closely with agency vendor to deliver campaigns and marketing assets on time and to budget.
• Ensures that all marketing activity is in alignment with overall Brand direction, serving as a guardian to ensure brand consistency is maintained across the business. 
• Alongside the customer experience division, serves as a catalyst for change by bringing and outside-in perspective to the business through the sharing of competitor and marketplace insights and trends.

Product Marketing:

• In collaboration with respective Product Teams, develops yearly calendar of product marketing launches/campaigns.
• Working with product teams, develop value propositions and clearly identifiable messaging including a messaging/identity framework for each product in our portfolio.
• Creates high quality marketing assets and tools for product marketing.
• Works with internal communications to ensure that all product launches are communicated clearly across the business.
• Identifies new ways to develop more engaging product communications.

Measurement:

• Identifies measurement solutions and provides recommendations for enhancement by working with other functions or external agencies to gather customer feedback on our products and those of our competitors. For now we have Brand Study report, NPS and Service Excellence Study.
• Works with creative marketing/media agency/social and digital agencies to analyse and report progress of respective campaign ROIs and overall company APE / NBP targets.

Who we are looking for:

Competencies & Personal Traits:

• Solid background in brand strategy and brand management, campaign origination, integrated marketing and cross discipline functions.
• Ability to work in a team effectively while managing tight timelines, and must be comfortable working in a fast-paced environment.
• Experienced in managing stakeholders across various division both seniors and juniors and have the maturity and ability to work well with others.
• Experience driving and delivering communications and working closely with 3rd party vendors to deliver on projects. 

Working Experience:

• Minimum 10 years of working experience in insurance / banking / branding industry

Education:

• Degree in Business / Marketing