Head Of Marketing

Reporting to the Chief- Business & Marketing Officer, the role holder will be responsible for dfcu’s brand performance, brand awareness and consideration, and the alignment of commercial growth objectives across the Retail and Corporate and Institutional Banking business units, with enabling marketing strategies.

This role will be responsible for leading the brand and business marketing teams, clearly differentiating the brand from its competitors, and driving consideration through creative storytelling, the brand’s visual identity and campaigns, brand assets, sponsorships, and activation. The role holder will drive product, solutions, and segment marketing strategy across dfcu’s portfolio, with accountability for the creation of strategic positioning, go-to-market plans, competitive intelligence, and relevant collaterals/campaigns.

The ideal candidate will be a high energy individual, with the ability to motivate, cultivate and mentor a high-performance team through the dfcu lens.

• University Degree with Marketing qualifications and relevant Marketing experience.

• A relevant master’s degree will be of added advantage.

• Professional Marketing qualification, such as CIM.

• Industry and market knowledge with holistic business acumen.

• Finance and Accounting is a requirement.

• Product and Financial Management training.

• At least twelve years’ Marketing experience, in a relevant industry.

• Strong brand advertising creative expertise.

• Deep experience of developing and executing large, multi-national 360 marketing campaigns.

• Innovative, creative, and strategic thinker, with ability to leverage partners to deliver exceptional creative work.

• Strategic thought leader with the ability to closely connect creative decisions to data-backed audience insights.

• Excellent collaborator with the ability to operate successfully in a highly matrixed organization.

• Natural curiosity and advanced ability to develop, communicate, implement, and evangelize results-based strategies and vision.

• Deep knowledge of rapidly evolving digital landscape and digital marketer tools to successfully execute customer acquisition, retention, and engagement campaigns.

• Influencing, partnering, and negotiating skills with senior business and marketing executives to create and manage strong relationships.

• Strong analytical skill set with ability to develop and maintain robust measurement framework, as well develop keen customer insights to inform marketing platforms.

• Must have an entrepreneurial spirit and be a self-starter.

• Business Acumen: Defines a clear picture of the future direction for the organization and develops comprehensive execution and implementation plans.

• Customer Mindset: Ability to understand customer needs and wants.

• Strong Leadership Skills: Has led organizations through significant change, demonstrating leadership through inspiration and influence, developing, and fostering a high-performance environment, balanced with high levels of employee engagement.

• Strong Communicator: Applies excellent verbal and written communication skills to translate the vision and strategy into clear priorities and direction, both internally and externally – engages at all levels of the organization and with key stakeholders.

• External Credibility: Strong external network in the marketing and media landscape. Proven executive with a strong track record of success. Demonstrated ability and experience to credibly engage a wide range of stakeholders.

• Flawless Integrity and Judgement: Proven champion for the highest workplace integrity, respect, diversity, equity, and inclusion.

Reporting to the Chief- Business & Marketing Officer, the role holder will be responsible for dfcu’s brand performance, brand awareness and consideration, and the alignment of commercial growth objectives across the Retail and Corporate and Institutional Banking business units, with enabling marketing strategies.

This role will be responsible for leading the brand and business marketing teams, clearly differentiating the brand from its competitors, and driving consideration through creative storytelling, the brand’s visual identity and campaigns, brand assets, sponsorships, and activation. The role holder will drive product, solutions, and segment marketing strategy across dfcu’s portfolio, with accountability for the creation of strategic positioning, go-to-market plans, competitive intelligence, and relevant collaterals/campaigns.

The ideal candidate will be a high energy individual, with the ability to motivate, cultivate and mentor a high-performance team through the dfcu lens.

• University Degree with Marketing qualifications and relevant Marketing experience.

• A relevant master’s degree will be of added advantage.

• Professional Marketing qualification, such as CIM.

• Industry and market knowledge with holistic business acumen.

• Finance and Accounting is a requirement.

• Product and Financial Management training.

• At least twelve years’ Marketing experience, in a relevant industry.

• Strong brand advertising creative expertise.

• Deep experience of developing and executing large, multi-national 360 marketing campaigns.

• Innovative, creative, and strategic thinker, with ability to leverage partners to deliver exceptional creative work.

• Strategic thought leader with the ability to closely connect creative decisions to data-backed audience insights.

• Excellent collaborator with the ability to operate successfully in a highly matrixed organization.

• Natural curiosity and advanced ability to develop, communicate, implement, and evangelize results-based strategies and vision.

• Deep knowledge of rapidly evolving digital landscape and digital marketer tools to successfully execute customer acquisition, retention, and engagement campaigns.

• Influencing, partnering, and negotiating skills with senior business and marketing executives to create and manage strong relationships.

• Strong analytical skill set with ability to develop and maintain robust measurement framework, as well develop keen customer insights to inform marketing platforms.

• Must have an entrepreneurial spirit and be a self-starter.

• Business Acumen: Defines a clear picture of the future direction for the organization and develops comprehensive execution and implementation plans.

• Customer Mindset: Ability to understand customer needs and wants.

• Strong Leadership Skills: Has led organizations through significant change, demonstrating leadership through inspiration and influence, developing, and fostering a high-performance environment, balanced with high levels of employee engagement.

• Strong Communicator: Applies excellent verbal and written communication skills to translate the vision and strategy into clear priorities and direction, both internally and externally – engages at all levels of the organization and with key stakeholders.

• External Credibility: Strong external network in the marketing and media landscape. Proven executive with a strong track record of success. Demonstrated ability and experience to credibly engage a wide range of stakeholders.

• Flawless Integrity and Judgement: Proven champion for the highest workplace integrity, respect, diversity, equity, and inclusion.

• Articulate and refine the dfcu brand through consumer-focused insights, helping clarify and reinforce our identity and voice while ensuring alignment with the company’s overall strategic goals and vision, and creating synergies across the product portfolio.

• Oversee the management of dfcu’s brand identity and standards across all customer and stakeholder touchpoints, for consistent brand representation.

• Direct and approve the design of all branding and creative assets, including all offline channels (TV, Radio, OOH, ambient media, product collaterals and BTL touchpoints, digital/online channels (digital paid marketing, social media content, email and direct marketing, website user interface (UI) and user experience (UX), branch and points of representation branding and representation, as well as physical products (as applicable).

• Collaborate with product, segment, and sector leadership/teams in the development of go-to-market strategies and annual marketing plans spanning all stages of our customers’ lifecycle; from prospect identification to acquisition, growing our share of wallet and retention.

• Manage and execute marketing calendars (annual, 30-day, 90 days, weekly) with a high degree of collaboration, transparency, and cross-functional communication.

• Strategically organize and prioritize marketing effort throughout the year across all channels.

• Craft comprehensive multi-channel and platform marketing strategies to bolster key initiatives for each of our segments, sectors, and brands (where applicable).

• Embed data-driven insights into each marketing strategy for targeted outreach and optimal return on investment.

• Proactively identify market opportunities to meet and exceed company Key Performance Indicators (KPIs).

• Deeply understand customer lifecycle marketing, especially within the CRM context, to enhance customer engagement and loyalty.

• Stay at the forefront of marketing innovation, exploring new channels and strategies to grow and maintain dfcu’s competitive edge.

• Lead the development and execution of a comprehensive digital marketing strategy, focusing on customer acquisition and engagement.

• Drive digital performance, website, email, and SMS marketing strategy/execution.

• Oversee social media brand and product strategy, executed at individual product and segment level.

• Lead digital-first marketing campaign planning for key seasonal campaign cycles.

• Build and manage assigned marketing budget(s) to drive optimized investment and ROI.

• Responsible for strategic planning and resource allocation decisions across all demand generation activities.

• Develop, track, and achieve key performance indicators that drive improved pipeline velocity and campaign effectiveness.

• Select and manage external agencies.

• Manage cross-functional teams, including non-marketing participants.

• Responsible for effective demonstration of managerial practices to include: the identification and recruitment of key strategic talent, providing day-to-day leadership to the brand and business marketing team, the establishment of clear roles, responsibilities, and lines of business support for team members, as well as the overall coaching and performance management of a high performing team.