Relationship Manager - MBL

Job Description

·      Role / Job Title: Chief Marketing and Communication Officer

·      Business: Corporate Function

·      Function / Department: Marketing and Communication

Job Purpose

The role entails leading and managing the planning, development and direction of the marketing efforts for IDFC First Bank and overseeing all aspects of brand identity and advertising activities to achieve branding goals and deliver the right communication that creates consumer awareness and demand while aligning with overall business objectives. The role holder is also accountable for internal communication to propagate the bank’s value system and must spearhead the planning, development, implementation and delivery of corporate communications to raise the public and industry profile and nurture the corporate identity in line with larger organisational objectives. This is a critical role that represents the bank to industry and customers through all internal and external communication flows.

Roles & Responsibilities

Key / Primary Responsibilities

·      Develop and ensure implementation of the marketing plan to establish internal quality standards and align with marketing strategy and brand objectives.

·      Ensure brand compliance and consistency across all IDFC First offerings, premises and media channels by managing the brand and brand identity.

·      Develop marketing communication requirements and collaterals for products, services and events in line with the brand image; manage the design studio to produce creative, relevant brand campaigns.

·      Drive a value‑based culture and fast‑paced mindset amongst the workforce to enable quicker adaptability and foster growth.

·      Proactively identify opportunities to reinforce the bank’s positioning; manage corporate communications and digital programmes including PR & media relations, CSR, sponsorships, crisis communication, reputation management, websites and internal communications.

·      Oversee compliance to corporate brand guidelines across all communication collaterals.

·      Spearhead the Online Reputation Management (ORM) initiative to increase customer engagement and top‑of‑mind recall.

·      Oversee development and production of the annual report ensuring adherence to brand guidelines and corporate communication objectives.

·      Ensure appropriate customer‑service communication.

·      Contribute to continuous improvement of communication and e‑communication technology while respecting corporate branding and organisational values.

·      Keep abreast of latest trends in corporate communication, branding and global best practices in marketing.

·      Collaborate strongly with business/support units to design attractive marketing campaigns, ad and media content, digital marketing, website development and effective employee communication.

Managerial & Leadership Responsibilities

·      Monitor key parameters on branding, customer top‑of‑mind recall, ease of accessibility and effectiveness of new initiatives.

·      Build, groom and retain a top‑class talent pool to enable high levels of creativity and innovation.

·      Attract and retain best‑in‑class talent for key roles in the reporting structure.

·      Ensure adherence to benchmarks and processes set up for finalising commercials and other key parameters.

Education

·      Graduate Degree: Any discipline, university (Premier / Tier I / II / III / Others).

·      Post‑Graduate Degree: MBA, university (Premier / Tier I / II / III / Others).

Experience

·      Years of Experience: 15 + years.

Key Success Metrics

·      Metrics to be defined by the organization (e.g., brand awareness lift, media reach, ORM score improvement, campaign ROI, talent retention rates, adherence to brand guidelines, etc.).