Senior Marketing Manager - Product and Propositions

SF Group
08 Feb 2017
08 Mar 2017
Contract Type
Full Time

Senior Marketing Manager - Product and Propositions

Purpose of the role:

  • To personally develop and deliver customer products and propositions for the bank, that are informed by customer and market insight and regularly reviewed
  • To lead the customer acquisition and retention strategies using an agreed segmentation model - aligned with the business plan and targets
  • Own the bank's channel management strategy with input from the Head of Transformation
  • Own the bank's pricing policy, responsible for the income line of the bank
  • Role reports to Head of Strategic Marketing


  • Manage regular reviews to assess existing products and propositions fit for purpose
  • Develops and implement new products and value propositions, based on customer insight
  • Own customer acquisition, retention, cross sell, upsell and MGM strategies -aligned to business plans
  • Build and translate compelling propositional messages to the Marketing Communications team
  • Support development of the brand strategy with compelling propositions and USPs
  • Own the product roadmaps and propositional strategy and delivery
  • Develop and maintain pricing policies
  • Build and own the channel management strategy which provides customer access to products and effective cost of delivery
  • Lead sessions with Operations and Insight Manager to build feedback into products and propositions
  • Accountable for action/recommendations to products and propositions on the back of competitor and market data
  • Maintain close understanding of trends and innovations that lead to customer value propositions
  • Where appropriate, commission customer research with support from the Market Insight Manager
  • Develop and chair the Product Steering/Governance Committee
  • Map customer journeys from product awareness to consideration and purpose, to ensure appropriate levels of customer service and product information/communications are provided per touchpoint into a cohesive customer experience
  • Measure the impact and effectiveness of products and propositions to inform business strategy, including accountability for quality of products.
  • Own and manage conduct risk and compliance in relation to products and propositions
  • Work closely with Head of Customer Operations/Transformation to ensure appropriate integration of all back-end systems, processes and workflows into core of products
  • Plan and manage propositions and product spend - assisting the Head of Marketing with the wider marketing budgeting cycle

Risks and controls:

  • Ensures that treating customers fairly is at the heart of everything we do, both personally and as an organisation. This is achieved by consistently operating to the highest ethical standards aligned to the founding principles of the Bank, as well as understanding that the Bank will at all times seek to protect its reputation
  • Continually reassess the operational risks associated with the role and inherent in the business, taking account of changing economic or market conditions, legal and regulatory requirements, operating procedures and practices, people re-organisation and the impact of new technology. This is achieved by ensuring that all actions take account of the likelihood of operational risk occurring and by addressing any areas of concern with line management and/or the appropriate department
  • Adheres to, and is able to demonstrate adherence to, internal controls. This is achieved by adherence to all relevant procedures, keeping appropriate records and by the timely implementation of internal or external audit points and any issues raised by the external regulators
  • In conjunction with Risk and Compliance function, adhere to the Bank's Policies and Procedures by containing Compliance risk (this embraces all relevant financial services laws, rules and codes with which the business has to comply). This is achieved by adhering to all relevant processes/procedures and by liaising with the Risk and Compliance function about risk events at the earliest opportunity. Also, when applicable, by ensuring that adequate resources are in place and training is provided, fostering a Compliance culture and optimising relations with the Regulators

Professional qualifications:

  • Professional Marketing Qualifications or Marketing-related degree (Essential)

Knowledge requirements (and how this is typically gained):

  • Strong knowledge of product development life cycle and conduct risk
  • Previous Product development experience in a Bank
  • Customer segmentation and targeting experience
  • Ability to develop business cases
  • Experience in customer acquisition strategy development
  • Ability build and translate compelling customer propositions into the market
  • Pricing development and management experience