POSITION DESCRIPTION. Our Vision. Our purpose To benefit our customers. Our beliefs PURPOSE OF THE POSITION MAJOR CHALLENGES

POSITION DESCRIPTION

Position Title: Marketing Communications Specialist Reports To: Marketing Communications Manager Last Updated: May 2021

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Our Vision

Our purpose

Our beliefs

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PURPOSE OF THE POSITION

To support the development and execution of the Bank’s communication strategy, with the outcome of growing the bank while contributing to the win on brand strategic priority battle.

MAJOR CHALLENGES

 Leverage audience insight and brand content to identify, connect and motivate target audiences to take action

 Implementing a communications strategy that optimises the effectiveness and efficiency of the Bank’s communications in a highly competitive and commoditised category

 Create and refine effective existing customer campaigns that leverage tenure and customer behavior data, and include a mix of triggered, targeted and broad sales campaigns.

 Attain and maintain communications activity at the leading edge of media practices (specifically digital), ensuring target audience engagement

 Inform communications activity with robust customer and marketing performance data, adopting a test and learn approach to the development and implementation of campaign activity

ACCOUNTABILITIES

What you’ll do Success will mean

Marketing Communications Strategy Development Support the Marketing Communications Manager in the annual development of the marketing communications strategy and inspire stakeholders to engage with that strategy.

Work closely with the Insights Manager and Brand team to inform strategy development to ensure the Bank’s paid media and customer marketing communications are engaging the right people at the right time and with the right messages.

 Annual marketing communications strategy and road map has buy-in and sign off from the Senior Leadership Team

 Strong staff engagement with the marketing communications strategy and direction.

Brand Content Optimization

Work closely with the Brand team to ensure the content strategy and resulting brand led content delivers to the marketing communications strategy and meets the needs of the acquisition and existing customer audiences. Work closely with Products, Digital and Customer Banking teams to ensure messages and campaigns are consistent across multiple audience touch points and aligned with product strategies.

Implement (including adaptation where appropriate) the brand content in advertising that motivates target audience action.

Ensure all content is aligned to brand guidelines and signed off by Brand prior to release.

 Awareness, preference and consideration for the Bank increase (the Bank is more relevant to more people).

 The brand is contributing significantly to new customer and sales growth targets.

Marketing Communications Implementation

Implementation of integrated marketing communications activity that delivers to the strategy.

Support the test & learn programme through campaigns to set benchmarks and push for continual optimisations. Contribute to the development and maintenance of channel playbooks that reflect best practice.

Work closely with the brand and digital team to ensure SEO activity is integrated and optimised as part of the communications strategy.

 Marketing communications activities reflect best practice.

 Test & learn programme established and well communicated.

Reporting

Review, monitor and report on key campaign activities. Track and communicate results to relevant stakeholder groups in a timely manner.

 Targeted results are delivered, with causal outcomes identified (i.e. sales).

What you’ll do Success will mean

Leadership

Support the fostering of key marketing communications-related agency relationships, ensuring the development of strategic partnerships.

Lead cross-functional project teams to deliver marketing communications activities across the Bank.

Contribute to the growth of a high performing Marketing & Products team that aspires to be at the leading edge of financial marketing.

 Strategic partnerships are in place with marketing communications-related agencies, delivering outstanding work (e.g. Marketing Impact, Bobs Your Uncle, D3), delivering outstanding work.

 Campaigns launched with strong involvement across the bank, ensuring successful execution

 People engagement survey measures. Other Accountabilities

Works collaboratively with other members of the Marketing & Products Team and broader business. Complies with Health & Safety requirements, including practicing safe work methods, and helping management eliminate workplace hazards.

 Team work is well-integrated and team goals are achieved.

 Demonstration of behaviours that define our core beliefs

 H&S good practice and compliance supports a safe workplace.

DECISION MAKING AUTHORITY

a) There is no delegated authority for Operational and Capital expenditure

b) Actions and decisions are recommended to a higher level of management for approval, including expenditures in excess of delegated authority or decisions outside delegation and or policy., e.g:

 Strategic media and campaign recommendations  Creative asset approval

 Budget expenditure

DIMENSIONS

a) Financial and other business dimensions this role is responsible for or contributes to:  Delivery of marketing communication metrics (awareness, engagement & conversion)  Contribution to customer numbers growth

 Maintenance of customer satisfaction (NPS)

b) Personnel Dimensions (employees reporting to this position directly and indirectly): No direct reports

EXPERIENCE AND QUALIFICATIONS

 5 years minimum marketing experience, including a proven track record of creating successful marketing programs aimed at attracting new customers and delighting existing customers.

 Experience in applying data-driven analytical skills to marketing communications activities  Previous experience in the following would be desired

o Website CMS and HTML

o Digital analytical tools such as Google Analytics

o Marketing email platforms e.g. Adobe campaign, Salesforce marketing cloud  Tertiary qualification in marketing (or relevant area)

 Banking experience desired but not essential

SKILLS AND ATTRIBUTES

Leadership Skills

All of our people are leaders, no matter their role in the organisation. The leadership skills we look for and actively develop in our people include

Self-Aware Team builder Influencer Change agent Business savvy Custodian

 You understand your own strengths, values and derailers and seek to be authentic in your leadership style. You have a growth mindset and want to be the best leader you can.

 You understand that people have different motivators and styles, and you adapt your approach accordingly. You quickly mobilise and motivate teams of people to work co-operatively to get things done.

 You want to make an impact beyond the borders of your role. You have presence and demonstrate ‘horizontal leadership’ across the organisation. You know the formal and informal channels to getting things done..

 You are focused on the everyday improvement and innovation needed to create our digital future. You have the skills to not only conceive change, but to implement it effectively in an agile and flexible way. You are resilient in the face of setbacks.  You understand how the Bank makes money and the drivers of long term value.

You are attuned to market conditions, longer term trends and the changing needs of consumers.

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Technical Skills Strategic Thinking Media Best Practice Agililty Content generation Digital tools

 Can develop and execute strategy that leverages the core competencies of the business.

 Understands the full media mix and can develop and implement a communications strategy that most effectively and efficiently achieves business and customer outcomes.

 Can build and lead a test & learn approach in all things media, fostering an agile approach to marketing communications.

 Ability to bring content to life through strong copy writing skills and flexible style that can apply unique brand tone of voice

Conceptual Skills Communication

Foresight

Stretch

 Can communicate with the wider Bank on changes to media strategy and media in language that is understood by all.

 Uses interpersonal skills and influence (including active listening) to achieve effective communication.

 Good audience specific written communication.

 Being able to credibly and accurately predict the future of banking to identify opportunities for the bank.

 Having the spread of skills, knowledge and creativity to lead from strategy through to implementation requires simultaneous capacity for both big picture and fine detail in respect of targeting, content, consumer journey and media fundamentals.

Personality Attributes Adaptability

Courage

Results Driven

 Can adapt to the changing needs of the business and has good learning agility.  The audacity and tenacity to lead the delivery of leading edge communications

where the way forward is unclear.