Marketing Manager (General Insurance)

Job Purpose:

A role holder will be responsible of in driving Britam General Insurance (BGI) customer engagement, and revenue growth. He/She will be responsible for developing and implementing marketing strategies that align with business goals, analyzing market trends to identify opportunities, and managing campaigns across various channels.

Skills Required for This Role:

• Creativity: As a Marketing Manager, you may be responsible for developing new strategies and campaigns for the Britam General Insurance company. Creativity can help you come up with innovative ideas that can help your company grow.
• Marketing knowledge: The Marketing Manager will need to have an understanding of offline and online marketing strategies and tactics. They know how to develop a marketing plan, how to create a marketing calendar and how to measure the success of a marketing campaigns.
• Strategic thinking: As a Marketing Manager, strategic thinking is an important skill to have because it allows you to develop effective marketing strategies for your clients. This skill also allows you to develop strategies that help your clients grow their businesses.

Key Responsibilities:

Strategic Accountability:

• Develop, implement, and continuously refine the GI marketing strategy in alignment with business, brand, and growth objectives.
• Translate strategic priorities into structured marketing plans, performance targets, and delivery across customer segments.
• Provide subject-matter leadership on brand and marketing to internal stakeholders and senior management.

Financial & Performance Management:

• Accountable for GI marketing performance, including customer acquisition, lead generation, conversion, and revenue contribution.
• Optimize marketing investment to deliver efficiency, effectiveness, and measurable return on investment.
• Monitor, analyse, and report on marketing performance metrics to inform decision-making and performance reviews.

Creative & Brand Governance:

• Provide creative leadership for visual assets in GI.
• Ensure consistent application of brand standards, quality, and tone across marketing touch points.
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• Event Management:
• Event planning and execution by ensuring that every aspect of the event aligns with the brand strategy and delivers measurable business outcomes. They are responsible for defining clear objectives, identifying target audiences, and developing integrated promotional campaigns to drive attendance and engagement.
• Coordinating with internal teams and external partners, managing budgets, overseeing
• branding and messaging consistency, and ensuring seamless execution on the ground.
• Additionally, track performance metrics such as leads generated, conversions, and brand visibility, providing post-event analysis to inform future initiatives and maximize return on investment.
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• Digital Channels and Social Media Engagement:
• Responsible for the GI segment content on Company’s website and social media channels,
• including content development and continuous updating of the website and intranet.
• Conduct monthly website audits on GI segment pages to ensure content is up to date.
• Measure the results of digital advertising campaigns to determine their effectiveness and cost benefit ratio.
• Create always-on content together with digital agency.
• Product and Brand SEO - Collaborate across internal teams (marketing, product, technology,
• research, etc.) to evaluate SEO opportunities that deliver business goals, research project requirements, audit implementation, and analyze the results.
• Enhance usability, design, content and conversion of the company’s websites.
• Devise, implement and manage effective social media marketing campaigns and trends.
• Develop, implement and monitor all digital marketing campaigns (pay per click advertising, email campaigns, Search Engine Optimization, SMS, videos, blogging etc.
• Design internal communication materials i.e. emailers, e-shots, flyers.

• Research:
• Perform market analysis and research on the latest trends in financial services industry and share in monthly report.
• Follow up on weekly and monthly reports from agency partners and ensure timely execution.
• Monitor and evaluate competitor activity on both traditional and digital media and share monthly report.
• Assist in coordinating focus group discussions and in-depth interviews together with internal and external partners.

• Vendor & Stakeholder Management:
• Manage relationships with marketing agencies and service providers.
• Set performance expectations and ensure value for money from external vendors.
• Collaborate cross-functionally with Brand, Sales, IT, Customer Experience, Risk, and Business Units to deliver integrated outcomes.

• Risk, Compliance & Governance:
• Ensure compliance with brand guidelines, regulatory requirements, data protection, and platform governance standards.
• Provide oversight of marketing risk management, including brand reputation, platform compliance, and crisis response.
• Act as custodian of brand governance frameworks and best practices.

Knowledge, experience and qualifications required

Knowledge, experience and qualifications required:

• Bachelor’s degree in Business or social sciences.
• MBA in Marketing, PR will be an added advantage.
• Professional marketing qualification e.g. CIM or equivalent.
• Member of the Chartered Institute of Marketing.
• 7- 10 years working experience in a similar position with at least 3- 4 years’ experience in management.