Segment Marketing Manager – SME/ Corporate
This role is responsible for creating and implementing marketing
strategies tailored to SMEs and corporate clients, driving customer
acquisition, and boosting brand visibility in retail settings. Additionally, I
manage retail partnerships, oversee promotional campaigns, and analyze the
performance of the retail segment.
Key Responsibilities:
Business Banking
Strategy Development:
- Drive
the development and execution of targeted marketing strategies to expand
Equity Bank’s business banking products for SMEs and corporate clients,
including business loans, trade finance, and cash management solutions.
- Define
and segment customer personas (small business owners, medium-sized
enterprises, large corporates) to tailor financial offerings that address
their specific challenges and objectives.
Campaign Planning and Execution:
- Strategically
plan and lead marketing campaigns that promote key business banking
products such as business accounts, financing solutions, and digital
tools.
Market Research and
Customer Insights:
- Conduct
in-depth research on SME and corporate behavior, financial needs, and
trends within the Kenyan business banking market to inform strategy.
Cross-Functional
Collaboration:
- Lead
collaboration with product development, corporate banking teams, and
customer experience to deliver business banking products that meet the
unique needs of SMEs and large corporations.
Budget Management:
- Take
full ownership of managing and allocating the marketing budget for
business banking initiatives, including product launches, promotions, and
digital campaigns targeted at SMEs and corporate clients.
- •
Monitor and report on budget usage, ROI, and product
performance, ensuring resource optimization and maximum impact.
KPI Tracking and
Reporting:
- Establish
and track KPIs for business banking campaigns (e.g., new business account
openings, loan disbursements, corporate service adoption).
- Deliver
regular reports on campaign success, customer acquisition, and product
growth, continuously adjusting strategies to meet business goals.
Customer Relationship
Management:
- Develop
and implement loyalty programs and strategies to drive retention among SME
and corporate clients, with a focus on cross-selling services such as
trade finance, credit facilities, and digital banking tools.
- Build
and maintain strong relationships with high-value corporate clients to
ensure their continued engagement with Equity Bank’s business solutions.
Brand Positioning and
Messaging:
- Position
business banking products to address the needs of local SMEs and
corporates, highlighting the bank’s expertise in fostering business
growth, offering secure financial solutions, and driving digital
innovation.
- Craft
messaging is culturally relevant and resonates with business owners across
various sectors, ensuring clear communication of Equity’s value
proposition.
Digital Marketing and
Innovation:
- Lead
the digital transformation of business banking by promoting Equity Bank’s
business banking apps, online platforms, and fintech solutions, empowering
businesses to manage their finances more efficiently and seamlessly.
Qualifications
Academic, Professional
Qualifications & Experience:
- Bachelor’s
degree in marketing or a related field.
- Membership
with the Chartered Institute of Marketing.
- Postgraduate
education or professional certifications in a relevant field is a plus.
- A
minimum of 10 years of marketing experience, with at least 5 years in a
senior management role.
- Experience
in the marketing and corporate affairs industry is highly desirable.
Key
Technical & Leadership Competencies:
- Strong
interpersonal, communication, and negotiation skills.
- Exceptional
writing and presentation abilities.
- Proven
decision-making and leadership capabilities.
- Expertise
in customer and stakeholder management.
- Entrepreneurial
and commercially driven mindset.
- Advanced
analytical, conceptual, and creative problem-solving skills.
- Excellent
listening and communication skills, both written and oral.
- Strong
interpersonal and consultative abilities.
- Proficiency
in digital marketing, including social media and content marketing.
- Leadership
& Influence: Skilled in leading, motivating, and guiding teams to
achieve results; fosters a culture of initiative and responsibility;
effectively persuades others to embrace and act on new strategies.
How to Apply
