Job Purpose Statement
The Marketing Manager will be responsible for developing, owning and overseeing an integrated marketing strategy that drives brand visibility, digital growth, customer engagement and lead generation for NCBA Insurance Company Ltd, while ensuring that execution is delivered.
The role will play a critical part in positioning the Company as a digitally enabled insurer, leveraging both direct-to-market channels and NCBA Group’s banking ecosystem to acquire, retain customers and grow market share.
Duties and Responsibilities
Marketing Strategy, Brand & Campaign Management (50%)
- Own the development and oversight of the Company’s marketing and brand strategy, ensuring execution is aligned to business priorities and delivered through internal teams, Group Marketing & Communications, agencies and the Assistant Brand Manager.
- Provide brand governance oversight to ensure consistent messaging, positioning and visual identity across all customer touchpoints and platforms.
- Develop campaigns that build emotional connections with customers and foster brand loyalty.
- Partner with Group Marketing team to oversee the company’s social media presence and content strategy.
- Define campaign priorities, approve campaign briefs, oversee execution across digital, print, radio and outdoor media, and ensure campaigns are aligned to customer, brand and commercial objectives.
- Oversee agency and vendor performance, commercial value, quality standards and escalation matters, while day-to-day coordination and delivery follow-up are handled by the Assistant Brand Manager or assigned execution support.
- Review campaign performance, interpret KPIs such as reach, engagement, conversion and ROI, and recommend strategic actions to improve marketing effectiveness.
- Manage the marketing budgets and ensure cost-effective campaign execution.
Product Marketing & Sales Enablement Support (15%)
- Collaborate with product and sales teams to develop go-to-market strategies for insurance products.
- Provide marketing, brand and customer communication input into product messaging frameworks and marketing materials tailored to different customer segments, ensuring alignment with product positioning, customer needs and brand standards.
- Provide strategic direction and marketing input for sales enablement collateral, presentations and training materials developed in collaboration with Underwriting and Sales teams, and guidance from Group Marketing team.
Market Research & Insights (10%)
- Conduct market and competitor analysis to identify trends and opportunities.
- Use customer insights to inform marketing strategies and improve customer experience.
- Monitor brand perception and customer feedback to inform continuous improvement.
Stakeholder Collaboration & Capability Building (15%)
- Collaborate with Product, Sales, Group Marketing & Communications, bank stakeholders and assigned execution support to ensure approved marketing activities are delivered consistently on time and in line with brand, business and customer experience expectations.
Learning and growth (10%)
- Continuous competency development.
- Coaching the branding team to consciously get the best output.
Job Specifications
Academic and Professional Qualifications
- Bachelor’s degree in Marketing, Communications, Business Administration or a related field from a recognised institution.
- Professional qualification or certification in Marketing, Digital Marketing, Brand Management or Communications is desirable.
- Training or certification in digital analytics, performance marketing, customer experience or project management will be an added advantage.
Work Experience
- Minimum of 5 years’ progressive experience in marketing, brand management, digital marketing, communications or campaign management, preferably within insurance, financial services or another regulated customer-facing industry.
- Demonstrable experience developing and implementing marketing plans, brand campaigns, digital campaigns and customer engagement initiatives.
- Experience managing marketing budgets, agencies, vendors and campaign performance reporting.
- Experience working with product, sales, digital, communications and business teams to support go-to-market execution and customer acquisition.
- Exposure to bancassurance, embedded insurance, digital distribution or partnership-led marketing will be an added advantage.
Technical Competencies
- Strong understanding of brand strategy, marketing communications, customer segmentation and campaign planning.
- Good knowledge of digital marketing channels including Search Engine Optimization/Search Engine Marketing, paid media, social media, content marketing, email marketing and web analytics.
- Ability to interpret marketing performance data, customer insights and campaign KPIs to recommend improvement actions.
- Ability to translate product propositions into clear, customer-friendly and brand-aligned communication materials in collaboration with Product Line Managers and Group Marketing & Communications.
- Strong project management, vendor management and budget control capability.
