Head, Marketing and Communications

• Advise and guide Business Units (BUs) on sub-branding to facilitate a cohesive brand across all client segments and grow the desired brand equity in the market.
• Advise and influence BU specific brand and marketing technology and tool requirements and choices.
• Align with countries’ market landscape, regulatory requirements and local nuances to inform and guide the organisation’s brand positioning and visual identity.
• Build an effective functional talent base through developing the requisite knowledge, skills and behaviours across teams and employees.
• Challenge and continuously enhance the organisation’s digital platforms for optimal client experience.
• Collaborate with BU brand and marketing teams to facilitate integrated brand and marketing strategies and activities where possible.
• Conceptualise and drive the execution of brand activations and marketing campaigns at the organisation and enterprise level.
• Contribute to the appointment and performance management of BU and country brand and marketing leads.
• Define the organisation and enterprise level brand architecture to direct the brand identity and visual language.
• Develop budgetary efficiency targets for the Brand and Marketing function to ensure alignment to the financial strategy as determined by the organisation’s Finance
• Engage and grow a brand and marketing community of practice across BUs and countries to develop high performing teams of marketing professionals, in collaboration with Brand Experience and Reputation Management and Communications functions.
• Establish and manage the brand and marketing blueprints, including the organisation’s brand and marketing policies, practices and minimum standards in collaboration with Business.
• Explore and champion innovative and impactful solutions, tools, and platforms to enhance the effectiveness of digital marketing initiatives for the future.
• Facilitate competitive Brand and Marketing services by benchmarking against industry standards and guide the organisation’s-wide functional cost management and budgetary control principles.
• Grow an impactful enterprise level sponsorship strategy and network, and advise BUs and Countries to leverage and scale partnerships as required.
• Lead the Brand and Marketing function in line with the organisation and Office of the COO people strategy, plan and targets.
• Lead the strategic vision and identity of the organisation’s brand to drive alignment with the organisation and BU strategies and priorities, and actively nurture the external brand perception.
• Leverage emerging global and local brand and marketing trends, consumer behaviours, and competitor landscape to define the organisation’s Brand and Marketing strategic priorities and plan for future positioning, in collaboration with Brand Experience and Reputation Management and Communications functions.
• Manage and advise on the health of the organisation’s brand and its sub-brands to enhance overall brand perception and experience.
• Monitor functional budgets against expenditure and manage costs in line with organisational parameters.
• Position and govern brand trademarks and brand intellectual property aligned to legal agreements and regulatory requirements with support from the legal function.
• Position and leverage universal brand and marketing solutions where relevant across the organisation and BUs to facilitate effective and efficient delivery.
• Shape integrated marketing strategies to include campaign conceptualisation, digital platform solutions, creative direction to media buying approaches with the view to underpin the respective go-to-market choices.
• Track return on investment (ROI) and adjust implementation plans to maximise ROI.

• 5-7 years

• 8-10 years

Zormelo & Associates