Manager - Marketing & Communications (Research & Segmentation)

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Manager - Marketing & Communications (Research & Segmentation)

The Manager - Marketing & Communications (Research & Segmentation) will be responsible in defining and maintaining a segmentation model that's centered on behavior and psychographics, based on consumer needs in the new digital environment. The role will report to the Head of Marketing Planning.

Key Responsibilities and Accountabilities

• Identifying new segments, new behaviors and new opportunities for improved contextual marketing and product innovation based on identified lifestyle and banking needs.

• Responsible to develop, conduct, analyze and present the findings of primary and secondary research to help produce effective business, marketing & advertising strategies and tactics.

• Consolidate marketing efforts across business lines into a unified roadmap and clear, up-to-date calendar across Consumer, Business & Islamic Banking LOBs.

• Oversee budget planning and marketing spend for monthly, quarterly and yearly review

• Drive strategic projects by bridging the gap between insights and business execution with clear management presentations.

• Conduct brand health studies, qualitative and quantitative research and dipstick surveys to answer specific customer and business-related questions and hypotheses.

• Leverage customer data and the use of research and advanced analytics techniques to provide business insights for improved decision making.

• Conduct competitive assessments across Products & LOBs

• Monitor and maintain up-to-date knowledge of industry trends, innovations, and competitor activities.

• Drive the customer centric mindset and DIGITAL AT THE CORE company strategy within the team and peers.

• Collaborate with stakeholders across the organization to synchronize marketing calendars and align initiatives.

• Cultivate an insight-driven culture and serve as internal research consultant for customer segmentation and marketing research related initiatives.

• Collaborate with LOBs to maintain a comprehensive view of all marketing initiatives and milestones.

• Work with stakeholders across the organization on marketing research initiatives that help foster deep customer empathy and understanding.

• Develop strategic plans aligned with organizational objectives

Jobholder Requirement

Malaysian citizen.

• Degree in Business, Marketing or related disciplines

• Strong analytical skills, highly numerate and proactive

• Good interpersonal and communication skill

• 8 years & above years in marketing and research segment will be an added advantage

• Experience in marketing planning or strategic business planning

• Experience in project management

• Experience in strategic / corporate partnerships

• Experience in strategic benchmarking, framework development and application.

• Able to develop research with appropriate methodologies, study design to derive actionable insights.

• Exposure to qualitative and quantitative field or desktop research.

• Experience on creating and maintaining a customer segmentation model.

• Experience on creating and maintaining a customer segmentation model and brand health tracker.

• Stakeholder engagement and management.

• Project management

• Focus group moderation and insight analysis

• Proficiency in Excel and PowerPoint