A Great Opportunity for ...
ROLE PURPOSE
The Executive Vice President - Marketing & Communications is responsible to define and execute the Bank’s marketing & communications strategy aligned with business priorities and corporate objectives. Lead integrated marketing campaigns and plans that support product, business, customer acquisition and brand-building initiatives. Partner with Business Units to identify marketing opportunities and provide strategic marketing support and deliver measurable impact. Ensure marketing initiatives deliver measurable outcomes, contribute to business performance, embed data-driven decision-making and ROI-focused marketing investments.
KEY RESPONSIBILITIES
Strategic Marketing & Business Support
- Develop and implement the Bank's annual Marketing & Communications Strategy aligned with business priorities and corporate objectives.
- Lead the development of integrated marketing plans that support product, business, customer acquisition and brand-building initiatives.
- Partner with Business Units to identify marketing opportunities and provide strategic marketing support.
- Ensure marketing initiatives deliver measurable outcomes and contribute to business performance.
Brand Strategy & Reputation Management
- Define and protect the Yoma Bank brand strategy, positioning and identity.
- Build and strengthen Yoma Bank's reputation as Myanmar's Responsible Bank through consistent and meaningful brand experiences.
- Ensure consistent brand governance across all customer touchpoints, products, communications and partnerships.
- Oversee brand architecture, visual identity, messaging and customer experience standards.
- Lead crisis communication and reputation management strategies in collaboration with Executive Management.
Integrated Marketing & Business Growth
- Lead integrated marketing campaigns that support retail, SME, corporate, digital banking and strategic business initiatives.
- Drive customer-centric marketing strategies that generate measurable business outcomes and return on investment.
- Ensure strong collaboration between Marketing, Business Units, Product Owners and Sales functions.
- Champion data-driven decision making and customer insight utilization across all marketing activities.
- Optimize marketing investment through effective budget management and performance measurement.
Communications & Digital Transformation
- Oversee corporate communications, digital marketing, social media, PR, CSR communications and internal communications.
- Drive digital engagement strategies that enhance customer relationships and digital adoption.
- Ensure communication strategies support organizational culture, employee engagement and stakeholder confidence.
Creative Excellence & Customer Experience
- Inspire a culture of creativity, innovation and design excellence across all marketing initiatives.
- Ensure every customer-facing communication reflects Yoma Bank's brand promise and customer-centric values.
- Promote innovation in storytelling, content creation, events, merchandising and digital experiences.
- Foster continuous improvement in customer experience across online and offline touchpoints.
Organizational Leadership & Capability Development
- Lead, coach and develop a high-performing Marketing & Communications leadership team.
- Build future marketing capabilities through succession planning, talent development and continuous learning.
- Foster a collaborative, inclusive and performance-driven culture that encourages accountability, innovation and cross-functional teamwork.
- Establish clear governance, operating standards and performance expectations across the department.
Governance, Risk & Compliance
- Establish and maintain Marketing & Communications governance, policies and operating frameworks.
- Ensure all marketing and communication activities comply with regulatory requirements, internal policies and brand standards.
- Oversee marketing procurement, agency management and vendor governance.
- Monitor departmental risks and ensure appropriate mitigation strategies are implemented.
Performance Management & Executive Reporting
- Establish department KPIs aligned with corporate objectives.
- Monitor marketing effectiveness through executive dashboards, ROI analysis and performance reporting.
- Present strategic recommendations, marketing performance and business insights to the CEO, Executive Committee and Board Committees as required.
- Drive continuous improvement through regular performance reviews and strategic planning.