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Head of Marketing & Communication

Job Description

Head of Marketing & Communication

Role Purpose:

To formulate and implement marketing and public relations and plans for the Bank’s products with the aim of increasing the Bank’s market share and enhancing the corporate image.




1.       Policy Development & Review



i.         Develop and implement marketing plans.

ii.       Periodically review Product Specifications to be consistent with Business Strategy.  Recommend any changes required to meet target customer segments’ expectations and ensure compliance with Bank policies and guidelines.


2.       Product Development

      (30 %)


i.         Repackage existing product range in line with changing customer needs.

ii.       Participate in identifying suitable products/services for target customers and develop them for introduction.

iii.      Steer product development initiatives and launch new products in liaison with other departments to meet market demand.

iv.     Participate in training sales and branch staff on existing and new products.

v.       Track and report marketing expenditure against budget.


3.       Product Promotion

      (20 %)

i.         To develop the appropriate customer segment by positioning the Bank’s brands, through structured marketing campaigns and creatively packaging the product set to stimulate relationship growth and market share.

ii.       Coordinate and deliver promotion support for existing and new products through liaison with advertising agencies.


4.       Public Relations

      (15 %)

i.         Coordinate and monitor public relations activities to promote the Bank’s public image.

ii.       Coordinate the production of the in house magazine and other publication of events.

iii.      Corporate Social Investment(CSI)

iv.     Represent the bank in external PR and marketing functions.


5.       Market Research

(15  %)

i.         Actively review and monitor competitor product offerings with a view to ensuring the Bank products have a competitive edge.

ii.       Monitor the performance of different product brands and advise management accordingly.

iii.      Carry out market intelligence, monitor and analyse market competition and carry out customer surveys and recommend appropriate action.

vi.     Size market segments and identify customer needs and opportunities.


6.       Staff Management



i.         Develop and agree on an annual basis, individual and team performance objectives, standards and targets for Marketing Department.

ii.       Review regularly performance against agreed objectives

iii.      Provide ongoing coaching and feedback to direct reports and staff in Marketing.

iv.     Identify development and training needs and develop plans to satisfy areas identified.



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Imo Etuk
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