Position Description

Position Title Marketing Manager Department Group Marketing

Level Salaried Location Bendigo, Docklands, Adelaide
Reports to Senior Manager, Financial N/A
Marketing Strategy Sign-off
Authority
Direct Reports None Indirect None
Reports
Created April 2017 Updated

Organisational and Position Overview

Bendigo and Adelaide Bank aims to be Australia’s most customer-connected bank and Group Marketing’s
primary role is to support the Bank to achieve this. In order for this vision to be achieved Marketing must
assist in connecting customers to the Bank’s products and services, by increasing awareness of the Bank’s
unique value proposition and establishing the credentials of the Bank’s products and services. To support
this goal, the department is responsible for:

 building brands that resonate positively with target markets;

 creating customer value propositions which stimulate customer interest;
 promoting our banking credentials through media, physical and digital communication channels;
 producing marketing materials and tools which support business unit objectives; and developing
marketing tools which help improve sales conversion and growth.

Group Marketing works collaboratively with key stakeholders from Customer Insights, Product Management
and Channel Management teams, to develop and execute on strategic marketing initiatives.

The Marketing Strategy team will help lead and co-ordinate discussions which enables the Bank
to:

1. access and leverage the Voice of the Customer, through market and customer insights;
2. identify opportunities for business growth from the insights;
3. map solutions to customer needs; and
4. develop customer value propositions for those opportunities which are designated
priorities for the organisation.
5. understand the external marketing and advertising landscape

By taking a thought-leadership role in these discussions, the Marketing Manager can help shape
initiatives by introducing important marketing considerations, to ensure that the right message is
delivered to the right audience through the right channels.

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Key Result Areas
Key Result Area Responsibility
Strategic Support the Senior Manager and
Marketing contribute to the national and
business division strategy by helping
leaders to identify, prioritise and build
Marketing plans to grow the business
in line with objectives
Drive creative strategies for business
growth initiatives.
Leverage customer insights to map
solutions to customer needs.
Explore opportunities to promote
solutions as part of broader marketing
themes, which drive both brand
awareness and banking credentials.
Work with the business to develop
compelling customer value
propositions and calls to action for
target audiences.
Keep up to date with current business
and marketing trends
Strategic Developing and implementing customer,
Marketing Planning project/ business unit marketing plans.
Ensure marketing activity is aligned and
integrated through all customer touch-
points for any given campaign or agreed
go-to-market activity.
Provide expert advice and support line
managers in forecasting and planning
their Marketing requirements in line with
the function/business strategy
Ensure that the business receives
marketing support for business as usual
online and offline activity.
Standards
Innate understanding of the
organisation’s values and strategic
direction.
Strategic plans aligned to
 banks vision and financial goals
 targeted and relevant to key
segments
 leverage and align to the banks
brand and customer value
proposition.
 leverage key partnerships to
provide integrated strategic
marketing proposals.
Measure effectiveness of strategic
planning and execution
 Products per customer
 Customer Satisfaction / Net
promoter score
 Increased market share
 Increased brand awareness
Meet targeted ROI per campaign.
Expenditure in line with allocated
budget.
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Key Result Area Responsibility Standards

Relationship Develop and foster successful Measure business satisfaction through

Building relationships with business unit internal customer satisfaction survey.
stakeholders for effective partnerships
Become a trusted advisor to business
Conduct planning to ensure all units, senior management and partners.
opportunities and challenges are
understood, solutions identified and that Collaborate with key stakeholders to
the relationship is being developed in a achieve objectives.
successful manner
Use professional networks in strategic Deep knowledge of all facets of the
activities to achieve better Marketing Bank, its operating brands, alliances
and partnerships.
outcomes
Act as a liaison between the key
stakeholders and Marketing to ensure
that Marketing services are aligned to
business needs
Provide the voice of the business to
Marketing and the voice of Marketing to
the business.
Identify new opportunities where
Marketing can add further value to the
business.

Project Gather and assemble background Projects delivered to agreed

Management information, analysis and business unit timeframes.
requirements as needed in development
of creative briefs. Measure business satisfaction and
learnings through internal ‘post
Co-ordinate marketing activity and implementation review’.
stakeholders required to deliver brief.
Manage budget, workload and deadlines
to meet objectives.
Risk management Management and compliance with
Personal mandatory risk training, legislative and regulatory requirements.
compliance with all Bank risk policies
Compliance to Bank’s external
and compliance with industry reporting
communications policies and media
requirements.
management processes.
Department successfully complete
Effective management of risks and
training within six months.
related controls to minimise potential for
reputational damage, customer impacts
Report concerns within specified time
and loss events.
frames.

Report any concerns, loss events or

incidents of non-compliance to your
BURA/line manager.

3
Special Requirements:
Interstate travel may be required.

Person Specification
Knowledge of the banking industry and an innate understanding of the Bendigo and Adelaide
Bank’s values and strategic direction. An appreciation of the Bank’s key stakeholders across
brands and channels is also highly desirable. You will be required to liaise effectively with Bank staff
at all levels, partners and stakeholders from all sectors of the community as well as having a deep
appreciation of the Bank’s Customer needs therefore it is necessary that the incumbent have the
following attributes –

Skills, knowledge and abilities:

 High level verbal and written communication skills

 Motivated self starter
 Innovative and lateral thinker
 Ability to develop strategic concepts and translate into actionable plans
 Well developed problem solving abilities
 Highly adaptable with ability to grasp new concepts quickly
 Highly collaborative with ability to influence beyond direct reporting lines
 Professional attitude and work ethic
 Outstanding oral and written communication skills
 Ability to negotiate and influence key stakeholders

Minimum Qualifications:

 Tertiary qualifications in Marketing/Communications or related field desirable.

 Experience in Marketing/Communications or related fields.

Assessments Required:

Police and background checks and communication and presentation skills testing may be
conducted as part of the selection process.

Experience required:
 Approximately 5 years’ experience in marketing.
 Proven track record of delivering successful marketing campaigns
 Sound understanding of the channels the Bank operates in
 Proven ability to lead and influence at all levels of the organisation
 Understanding of contemporary best practice in Marketing is highly advantageous