Marketing & Communications Manager

Job Description

DESCRIPTION

The key role of the marketing department is to support the commercial strategy. Therefore, the Marketing Manager will be responsible for ensuring that the Coface brand reaches the required target market via a number of activities, as mentioned below.

MISSION

Responsible for the product offering and for supporting sales and client relationship with the structuring of tools in his/her geographical area (country / region).

Accountable for:

• Product governance
• Compliance with marketing charter
• Marketing budgets, planning of resources, staffing
• Group projects’ implementation
• Project management
• Wide marketing experience, ability to collaborate with Sales
• Compliance with Group communication strategy and roll out of the Com priorities and transversal projects
• Accountability on the group graphic charter
• Alignment in terms of content and tone of voice, branding

MAIN RESPONSIBILITIES

This is not exhaustive: you may be required to carry out additional responsibilities as reasonably requested by your manager.

MARKETING SCOPE

Strategy and Budget:

• Ensure provision of the marketing deliverables in the country or region, in close coordination with Regional, Group Marketing and Strategy Department.
• Supervise product and service offering in his/her geographical area, implementing the innovations of the Region and Group, tracking performance and ensuring the relevance and completeness of the range of offers in the various segment, including EasyLiner.
• Manage the definition & implementation of local regional lead generation plans & projects. For all Business Linee: TCI, BI & DC
• Manage, develop and implement internal and external marketing strategies, plans, campaigns and projects.
• Monitor implementation and activity of all actions and measure the success of all marketing activities to support strategy.
• Enhance the marketing budget spend effectively and to achieve the marketing objectives.
• Monitor, review and report on all marketing activity and results.

Product

• Maintain expertise over the entire range of products and product libraries
• Marketing documents (brochures, slides, videos, Q&A)
• To establish all aspects of product development, i.e. creating awareness internally & externally, training, management, campaigning & launches, maintenance, design & governance. Clausebook validations.
• Product enhancements and creation - all aspects concerning the development of a product
• Clausebook to be followed and managed according to the specified Process update as per by group.
• Local / legal adaptations
• Launching of new products (Initiate local product development & Join Group product research initiatives)
• Understand product mix and positioning strategies
• Master TCI policy wording (or own the ability to learn fast)
• Write (arguments, Q&A, brochures…)
• Engage with sales as the product expert

Client Interfaces

Scope = CofaNet, CofaMove, CofaServe, Dashboard, Customer portal, ICON, URBA (when available)

• Work on new releases: translation, test, training, communication & operational launch
• Produce / translate and load content on Customer portal
• Report bugs & suggestions
• UX & UI (User Experience & User Interface) background (could be constituted internally)
• Minimum IT literacy
• Engage with users, promote Coface’s USP, animate a community
• Understand project mode and show a sense of commitment

Quality management and client research

• Dolby & Stereo (management of samples, incentivation, analysis of results, action planning)
• Ad hoc complementary research (e.g. Echo)
• Quality work streams
• Customer journey (animation, KPI)
• Testimonial & support complaint management (NB: a regulatory obligation)
• Process literacy (for quality improvement, customer journey and complaint management)
• Minimum understanding of client research (quantity / quality).

Support to distribution

• Provide training material and/or train (sales, brokers, agents, partners…)
• Support sales animation (Hunting days, broker’s events…)
• Support partnership development (white labels, EasyLiner tailoring)
• Procure print (brochures, stationary, gifts…)

Competitor’s intelligence, marketing plan

• Calculate market shares and conduct market research to identify market requirements for existing and future products, as well as current market conditions and competitor information.
• Update Competitors’ Overview
• Follow the market(s) evolutions and conduct sensible analyses to support decision making in the field of the offering/distribution strategy.
• Market segmentation and leads generation in collaboration with the Commercial department.
• Contribute to Group’s competitors watch
• Marketing plan (align with Group Marketing, local management and plan actions) + follow-up

Design & Material:

• Management of the compilation, layout, design and distribution of internal and external communication and newsletters
• Coordination of the production of print and promotional items for marketing purposes – from concept and brief through to the delivery of finished material
• Management and co-ordination of content on the company web site
• Produce marketing material to support all distribution networks (direct sales, agents, brokers, and partners). This typically includes procedures, tutorials, sales pitches, Q&A training, broker on-boarding packs, branded material etc.
• Manage commercial lead generation using the methodology and the tools provided by Group marketing (database, campaigns, lead scoring, KPI).

Lead Generation & Demand Creation

• Deploy Group lead generation campaigns, ensuring strong local adaptation and execution
• Design and roll out local lead generation initiatives targeting priority prospect segments
• Execute lead generation-driven events (owned or third-party), with a clear focus on data capture, prospect engagement, and pipeline creation (e.g. networking, activation stands, appointment setting)
• Ensure end-to-end lead management: tracking, nurturing, qualification, and handover to commercial teams
• Monitor and report on lead generation performance, including conversion metrics and contribution to pipeline.

COMMUNICATION SCOPE

Digital communication

Scope = Website and Social media.

• Creating assets for social media Video editing & production
• To ensure that there are daily posts on all our social media platforms and to increase followers according to group targets
• Managing and update local Coface websites and, including country and sector risks data
• SEO + SEA (Search Engine Optimisation/Advertising)
• KPI and data analytics
• Ensure of group rules for digital topics
• Develop online internal communication
• Listening tools - management & trainings

Communication Content factory

• Produce local newsletters : sourcing of topics, coordinate interviews, write articles
• Outsourcing asset creation (e.g. videos, infographics, etc.) and ensuring a successful project
• Content production of digital channels (Business, Macro eco. and soft topics

Advertising & PR:

• Coordinate information from media reps for media / PR purposes
• Sourcing advertising rates and booking advertising space for print and online media if required
• Liaison with media and advertising personnel
• Building and maintaining an excellent working relationship with suppliers, brokers and the client community

Internal communication

• To create a communication outline and ensure that all communication, is managed in professional manner to support the HR internal communication strategy
• Roll out an internal communication plan, aligned with Group Com Strategy
• Deploy the messaging of the global group projects: My Voice, new Comers policy, employer brand, compliance
• Feed the Group internal Newsletter
• Build and deploy the Regional CEO/country managers communication
• Manage the local Intranet, ensure the updates
• Support HR communication
• My Voice & Power the Core - To be directly involved in the committee, assist in decision making, be part of the focus groups and to communicate internally, to ensure that the relevant changes are made.
• Product & Compliance & IT - To put together a relevant calendar campaign that indicates the products and projects that are to be communicated and followed to support the external communication

Events

• To increase the number of enquiries from our marketing and event activities by the end of the year and to ensure that key events are assessed for ROI.
• To support the business with events to sustain clients and strengthen broker relationships.
• Conceptualize, implement and run internal and external events
• Building partnerships and sponsored events
• Training sessions - presentation / communication and obtaining CPD points.

LOCAL SPECIFITIES

Project Management & Initiatives

• Application of processes, methods, skills, knowledge and experience to achieve specific project objectives according to the project acceptance criteria within agreed parameters.
• Design, manage and deliver organisational projects, as required
• Monitor Project Progress and Set Deadlines
• Ensure Stakeholder Satisfaction.
• Evaluate Project Performance.

Other

• HR and Compliance Assistance
• Training & Development
• Group and regional Assistance / Projects
• BCP / Premises project

TECHNICAL AND/OR PRACTICAL

Marketing

• Understand product mix and positioning strategies
• Master TCI policy wording (or own the ability to learn fast)
• Write (arguments, Q&A, brochures…)
• Engage with sales as the product expert
• User Experience & User Interface background (could be constituted internally)
• Minimum IT literacy
• Engage with users, promote Coface’s USP, animate a community
• Understand project mode and show a sense of commitment
• Process literacy (for quality improvement, customer journey and complaint management)
• Minimum understanding of client research (quantity / quality). (Some qualitative surveying skills would be great but not essential)
• Capacity to engage with Sales, promoter’s skills
• Efficient « doer » skills on different levels (events, procurement, project management…)
• Fast adaptor (listening to needs and adapting swiftly)
• Thoughtful profile to listen, watch, think out of the box
• Capacity to develop analyses and feedback with syntheses
• Business understanding, strategist

Communication

• Strong Editorial skills
• Media relations strong experience and background
• Relationship skills
• Scope = Websites and Social media
• Technical and editorial skills
• Search Engine Optimization / Advertising
• Very comfortable with different CMS tools
• Social media expertise
• Strong editorial skills, at ease with Video editing and new video production tools
• Strong understanding of our sector
• Internal communication expertise
• Editorial skills
• Relationship skills and curiosity, openness
• Event manager expertise
• Brand Knowledge

EXPERIENCE

At least 10 years with a minimum of 5 years in sales or marketing.

Previous experience in a related business area (and in particular credit insurance) will be a plus.

Previous experience in a multicultural/international environment is highly desirable

Qualifications

Degree in marketing, business administration or any equivalent discipline.

A corporate finance background will be a plus.

Additional Information

• A culture focused on teamwork, continuous learning, and professional development
• Competitive base salary + performance based bonus
• Comprehensive benefits package, including health insurance