M-PESA Brand Specialist at
1 week ago
In addition to providing a broad range of first-class products and services for Telephony, Broadband Internet and Financial services, Safaricom seeks to uplift the welfare of Kenyans through value-added services and support for community projects.
Summary
Reporting to the Chapter Lead - M-PESA Brand Strategy And Marketing Communications, The role will ensure that everything we do is in service Safaricom's Purpose of transforming lives.
About the role:
The role is responsible for developing and executing brand strategies that build awareness, drive engagement, and establish the M-PESA Brand as a leader in the Financial Services category .
It will require an understanding of the mobile and financial services landscape, target audiences, and the ability to create compelling brand narratives that resonate across various channels.
As the principal brand storyteller, this role presents a unique opportunity to shape the brand perceptions in order to grow brand love; following a digital-first, insights-led approach, within the Brand Center of Excellence (COE)This is also a principal brand guardian role.
The role holder ensures adherence to brand guidelines across the business, which includes the regular audit, review and update of guidelines and brand assets.
The role requires a strong cross-functional collaborator who can partner effectively with teams across various disciplines including research, commercial, legal, corporate communications, consumer / business / financial services organizations, channels organization, sustainability and social impactRESPONSIBILITIES
Below are the key skills and competencies required to be successful in this role:
Experience in driving brand campaign budget and performance management, and understanding of commercial drivers, data analysis to drive performance.
Insight generation & application, Strategic and creative problem-solver and collaboratorA strong understanding of brand storytelling and Brand PR with Excellent written and verbal presentation skills.
Digital Marketing & Marketing Technology (Martech) understanding, including but not limited to) AI/Machine learning, Data & analytics
Experience managing partners and complex projects for flawless campaign execution
Ability to effectively influence cross-functional stakeholders and external partners.
The role holder will be required to demonstrate the following competency and proficiency dimensions used as our contribution framework.
Brand building competency:
Define and refine the brand's positioning in the market, ensuring stand-out from competitors and appeals to the target audience.
Articulates the brand story clearly to various stakeholders in order to meet various business objectivesAnalytical with ability to gather and evaluate information guiding the development of solutions that meet various business needs
Turns growth issues and opportunities into insightful objectives, specified and implied tasks for the team
Builds business insights by seeing patterns in data and anticipates the future
Identifies behavior change barriers and triggers, and designs solutions to address them
Applies learnings from adjacent business units and other industries as well as taps into open innovation stream to help develop breakthrough ideas.
Plan, execute, and measure the success of integrated brand campaigns across various channels,Productivity / Marketing effectiveness management:
Influences engagement approaches with a sharp focus on achieving critical KPIs.
Identifies and leverages synergies within the business to scale resources while delivering impact
Digital evangelist who actively seeks opportunities for digitization to drive efficiency
Influences partnerships and negotiations with a long-term view in order to sustained high impact delivery
Communication development and deployment:
Accountable for multiple 'one briefs' going to agencies
Sets high standards for the business and agency teams, fostering a challenging, risk-taking environment.
Uses a variety of techniques to engage and energize Safaricom & Agency teams, nurturing ideas that have the power to drive communication and business results
Aligns campaign reverts to overall organizational goals, encouraging synergies where possible and avoiding cross-purpose executions
Project management, prioritizing projects, balancing between business expectations and changes in operating environments
Utilizes agile rituals to create a visibly high performing cross-business team in a bid to unlock growth
People and Mindset Dimension
Demonstrates ownership by holding self & others to account for highest standards to drive brilliant execution
Inspires teams to take entrepreneurial risks; encourage collaboration & learning
Inspires and guides others, to live Safaricom Spirit e.g., listens & values to every voice
Customer and Business Dimension
Balances customer and business needs in decisions
Ensures customer experience is at the core of all delivery
Able to rally people behind a strong vision
Has strong commercial and risk-reward judgement
Is tech-driven and understands the role of tech in brand building and marketing communications to drive performance and efficiency.
QUALIFICATIONS
Bachelor's degree
+5 years' experience in brand management including at least 2 years in senior roles in brand Management/ category marketing / innovations manager or Leadership roles in communications agency, strategy consulting, or related field
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