Marketing Director
The Marketing Director drives the organization’s business strategy by establishing the organization's integrated marketing communications (IMC) strategy, partnership marketing arrangements and advices on product development and enhancement. He/She provides senior management with marketing advise, develops budget and manpower plans; and focuses on executing the IMC and partnership marketing plans to achieve business results. He directs the research and data analytics to obtain market and client insights, translates client insights into products and product features with market interest or potential market demand. He operates in a rapidly transforming business environment and functions through his understanding of consumers’ insights, market trends and industry landscape to promote the organization and increase market demand. He is a results-oriented, astute leader who is able to negotiate strategically. He possesses strong business acumen and broad understanding of consumer, market and industry trends. He is an inspirational leader with a strong client focus to engage a variety of internal and external stakeholders.
Skills and Competencies
Technical Skills & Competencies
Generic Skills & Competencies
Critical Work Functions and Key Tasks
• Formulate the organization's IMC strategy aligned with business objectives
• Advise on the development of IMC strategies for specific product and/or service lines
• Prioritise areas of IMC focus based on anticipated market developments, consumer trends and business needs
• Review and update IMC strategy and plans to ensure it keeps pace with emerging trends
• Advise senior management on product and service marketing
• Establish key performance measures to evaluate success of IMC strategies and plans
• Forecast budget and resource requirements
• Direct the application of research and data analytics to obtain market and client insights
• Establish research and analysis framework, approaches and processes to guide research and analytics activities
• Provide advice on research topics, approaches and scope to improve marketing effectiveness
• Drive implementation of new technologies for digital marketing analytics
• Advise on product strategy and pricing based on market and client insights
•Establish objectives of IMC programs based on business needs and priorities
• Oversee systematic targeting of IMC to priority client and market segments
• Guide the planning, concept and key message development, and implementation of IMC programs
• Guide media planning and selection of media and platforms for IMC programs
• Endorse design of IMC program collaterals
• Advise on the use of IMC to enhance branding for competitive positioning
• Evaluate costs to acquire and retain target clients and market segments through marketing programs
• Establish performance measures and targets for IMC programs
• Establish objectives for entering into partnership marketing arrangements
• Establish processes and guidelines for the selection of partners for partnership marketing
• Review partnership marketing contracts for approval
• Evaluate outcomes from partnership marketing arrangements against overall marketing strategy and objectives
• Establish processes for the provision of feedback to the sales and technology teams to develop and enhance products
• Translate market and client insights into products and product features with market interest or potential market demand
• Advise technology teams on product feasibility based on market and client insights