Responsibilities

• Brand custodian responsible to ensure conformity with the published guidelines and defined brand architecture.  Lead in any changes, developments and innovations required in the guidelines.


• Championing brand equity


• Manage the agency creative development process Safaricom to ensure delivery of above the line, and below the line advertising materials for execution.


• Take lead in the review and optimization of the advertising charter and contract with Safaricom from time-to-time.


• Management of research and integrated media communications agency to deliver to strategy on Brand.


• Oversee internal coordination of advertising and promotional briefs to deliver world class advertising with regards to brand, brand assets, sponsorships, Safaricom Foundation, and all internal departments.


• Champion standardization, negotiation and driving down of production costs directly related to advertising production in concert with procurement.


• Embed and drive the understanding of consumer motivation and identification of opportunities that will unlock growth for the business


• Champion and drive world class consumer understanding and insights that will drive growth using a variety of best practice and processes


• Putting the consumers at the heart of everything, actively inspire and influence Research and product teams to ensure they ingrain consumer feedback/insights in the brand/product strategy and marketing activities to maximize effectiveness and profitability


• Global & Kenya liaison for Research and customer insights


• Understand the value of M&E to the research agenda and to the brand/products’ performance and its fit into the brand/product planning process.


• Champion the search and spin of knowledge, information and ideas that will make M&E a creative process that appeals to brand/product teams


• Continually challenge the processes and procedures for current supply service levels/ challenging convention


• Talent management and staff development initiatives proposed and implemented annually.  Develop and execute initiatives to build and maintain team cohesion and engagement

Key performance indicators:

• Ensuring Safaricom advertising and Communication resonates and delivers world class material and execution and positively contributes to the brand image hence delivering the brand promise. 


• Positively impact brand health metrics of brand love, brand consideration, net promoter score, etc.


• Champion brand conformity as well as the understanding of the brand framework across the organization. Excellent brand and product positioning


• Monitoring and reporting on the OPEX budget, maximizing efficacy and efficiency of spend.


• Review approaches affecting brand equity targets as set by the business.  Measure and increase brand equity across targeted customer segments.


• Ensure and maximize ROI with regards to Agency performance, production, and resourcing level


• Management (design and execution) of key brand initiatives ensuring the Safaricom Corporate and brand Advertising portfolio:


• Oversee co-ordination of internal or external advertising and promotional material ensuring clear and consistent communication is delivered to the customer.


• Pioneering of new ways to connect with customers and analyze different data sources

Qualifications

• Degree holder in Business Administration/Marketing & Research or relevant degrees 


• Minimum of 12 years’ experience in a senior sales, marketing, research, or customer management role


• Leadership skills and experience