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 impact
Responsibilities
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 objectives
Analytical 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
atleast 2 years in senior roles in brand Management/ category marketing /
innovations manager or Leadeship roles in communications agency, strategy
consulting, or related field
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 collaborator
A 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.
How To Apply