This is a hands-on role to lead marketing for BNP Paribas Securities Services in Australia and New Zealand. The candidate will be responsible for the development of the local marketing strategy and tactical implementation of the marketing activities to:
- Build a positive brand perception of BNP Paribas Securities Services in Australia and NZ, by using the funnel to create brand awareness, understanding, favourability and advocacy.
- Provide industry insights to clients, prospects, and market influencers as part of our long-term partnership approach to client relationships
- Create memorable engagement opportunities
- Create lead generation and client retention campaigns
- Deliver a multi-channel communication plan leveraging paid and unpaid media channels
What will you be doing?
Working in collaboration with the Securities Services Marketing team, the Australian client development, and business management teams. The candidate will also work collaboratively with the other business lines and the Brand & Communications team based in Australia.
Local marketing activities
- Develop the annual marketing strategy including development of themes where we want a strong voice, allocation of budget to most appropriate channels to deliver meaningful value to the business
- Implement the tactical activation of the plan to include a multi-channel communication approach in line with regional marketing ambitions and approved by the regional head of marketing and communications for Securities Services.
- Activities to ensure BNP Paribas has a compelling and highly visible story in Australia and New Zealand
- Maintain relationships with external providers including trade media publications, suppliers and industry associations
- Create engaging content for our clients and the market across the full range of channels (events, paid and unpaid media, support documents for sales teams
Advertising, events and sponsorship
- Actively identify relevant opportunities to engage with clients and prospects (industry events, and create a calendar of BNP Paribas events)
- Event management from speaker liaison to venue/IT management
- Liaise with internal stakeholders on topics and speakers. Manage executive team’s speaking engagements
- Create content for pre-event, event and post event promotion
- Ensure delivery is on-time and to budget and meets pre-defined KPIs
- Creation of advertorial copy in liaison with subject matter experts
- Development of advertising for media and social media (primarily LinkedIn and trade publications)
Content and Media Relations
- Identification of story angles, creation of press releases and use your good relationships with trade media journalists to create favourable coverage for BNP Paribas
- Ensures there is a regular pipeline of thought leadership articles, news and announcements for external audiences including trade media publications in Australia & New Zealand to maintain brand visibility
- Creation of client pitch books and marketing collateral (written, audio and video formats) for sales support
- Creation of account-based marketing campaigns for targeted prospects/clients
Online and social media marketing
- Writing social media posts (LinkedIn and Twitter) in collaboration with the social media team outside Australia, to ensure the region is well-presented and visible to clients/prospects
- Work with global website team to drive and increase traffic to website.
Reporting and analysis
- We are a team dedicated to continuous improvement to deliver value to the business. Therefore, the measurement of campaigns is critical to adjusting and improving our work.
- Compile and interpret insights and data to measure effectiveness of campaigns
- Monitor campaign performance data and maintenance of marketing metrics dashboard
- Strict adherence to the bank’s policies and procedures
Internal communications
- Create internal communications plan and activation of the plan including management of location manager town halls, announcements to support projects, intranet articles to raise the visibility of the AU/NZ teams inside and outside of the region, creation of videos, etc.
- Create visibility for global and regional leaders with local staff to create awareness and sense of engagement with global/regional strategic priorities
The Marketing Manager role is suited to a candidate wanting to take a leading and individual-contributor role in creating and delivering an outcomes-based marketing strategy for the Australia and NZ region.
Critical skills required:
- Outstanding writing skills, capable of quickly producing compelling messages, be it for events invitations, emailing, social media, articles, awards submissions, key messages for press engagement, etc.
- Proven project management capabilities, able to manage a range of stakeholders and sometimes tight deadlines when developing several initiatives in parallel - be it client, industry or press events, publications, newsletters, etc.
- Strong interpersonal skills to foster dynamic interactions and momentum with the client development and product teams, whose contributions are key to successfully execute any type of marketing and communications activities
- Confidence interacting with multiple stakeholder across various levels of seniority
- Highly organised with excellent attention to detail
- Motivation and drive to see successful outcomes
- Sound understanding of design and presentation principles including marketing in a digital world
- Ability to adapt communications and to use new technology effectively
Experience and Qualifications required:
- Trained in marketing eg. a Bachelor’s degree or equivalent. Preference for candidates who have completed the Mini-MBA in Marketing or Mini-MBA in Brand Management
- Financial services experience / interest, is highly advantageous
- Creative and able to come up with new ideas in the face of challenges
- Proactive, hands-on and positive attitude
