Lead, Advertising and Brand Marketing (2 Years Contract)

Prudential plc; Singapore; On-site; SGD 80,000 - 120,000; Full time

Job summary

A leading company in the insurance sector seeks a Brand Marketing Specialist to enhance brand presence and manage marketing campaigns. The role involves collaborating with various teams to implement brand strategies, develop product marketing, and analyze campaign effectiveness. Ideal candidates will have extensive experience in brand management and a degree in business or marketing.

Qualifications

• Minimum 10 years of experience in insurance, banking, or branding industries.

Responsibilities

• Collaborate with Group CA for brand architecture rollout.
• Develop an annual calendar of product launches and campaigns.
• Identify measurement solutions and analyze campaign ROI.

Skills

Brand Strategy

Campaign Development

Integrated Marketing

Collaboration

Education

Degree in Business or Marketing

Job description

Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact on the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.

Job Profile Summary:

In this role, you will be responsible for creating a lasting impression among consumers for our brand Prudential, measured in three areas: Service, Products, and Customer Centricity. This role involves working with Group Marketing and Group CA for the rollout and implementation of new brand initiatives, revamping brand guidelines, updates, brand architecture implementation, and toolkit rollout. You will also act as the brand guardian to ensure all guidelines and principles are adhered to.

Job Description:

Brand Marketing:

1. Responsible for collaborating with Group CA to roll out the new and refreshed brand architecture, guidelines, and their utilization in business operations.
2. Work with Group Marketing to launch new brand campaigns, including asset audits and cleanups.
3. Ensure a smooth transition between current and new branding by mapping affected touchpoints internally and externally, including employees, customers, partners, and stakeholders.
4. Develop a clear launch roadmap and cleanup plan for old assets in the market.
5. Have strong branding expertise in strategic models and creative translation of brand ideation and storytelling.
6. Translate how new guidelines impact various sub-brands, affiliates, sponsored, co-branded, owned platforms, and partnerships, and implement necessary changes.
7. Translate branding guidelines into daily communication materials, naming conventions, and training initiatives. Support licensing, trademarking, rights management, and coordination related to brand refreshes.
8. Lead the rollout of a new customer-facing brand campaign, replacing the current messaging, across imagery, templates, and assets throughout the year.
9. Drive and own the new brand look and feel, ensuring high recall and creating brand ambassadors internally and externally.
10. Support the campaign rollout across sales channels, including 5,300 Financial Representatives.
11. Coordinate ATL and BTL planning across platforms, working with channel marketing and digital teams to meet targets.
12. Apply branding to product marketing, event experiences, corporate affairs, PR, sustainability, investments, and HR materials.
13. Work closely with agency vendors to deliver campaigns and assets on time and within budget.
14. Ensure all marketing activities align with overall brand direction and maintain brand consistency.
15. Collaborate with the customer experience division to provide market insights and trends, fostering change.

Product Marketing:

1. Develop an annual calendar of product launches and campaigns in collaboration with product teams.
2. Create value propositions and clear messaging frameworks for each product.
3. Produce high-quality marketing assets and tools for product promotion.
4. Coordinate with internal communications to ensure effective product launch messaging.
5. Explore innovative ways to enhance product communications.

Measurement:

1. Identify measurement solutions, recommend improvements, and work with agencies to gather customer feedback through brand studies, NPS, and service excellence surveys.
2. Analyze and report campaign ROI and overall company targets with creative and media agencies.

Who we are looking for:

Competencies & Personal Traits:

1. Strong background in brand strategy, management, campaign development, and integrated marketing.
2. Ability to work effectively in a team, manage tight deadlines, and thrive in a fast-paced environment.
3. Experience managing diverse stakeholders, including senior and junior staff, with maturity and collaboration skills.
4. Proven experience working with third-party vendors to deliver projects.

Working Experience:

• Minimum 10 years of experience in insurance, banking, or branding industries.

Education:

• Degree in Business or Marketing.

Prudential is an equal opportunity employer. We provide benefits equally to all applicants and employees, regardless of sex, race, age, ethnicity, education, social background, marital status, pregnancy, religion, disability, or employment status. We encourage diversity and inclusion and support reasonable adjustments for individuals with special needs.