This position leads and controls the M&C department; Formulates, develops and implements M&C segmentation and brand management strategies aligned with approved organization’s future directions; Devises and implements brand management, trainee targeting, program marketing and specific programs’ mobilization campaigns on conventional and digital media platforms; Develops and manages feedback surveys. These responsibilities are carried out WITH the objective to successfully create desired brand personality, effectively manage reputation and optimally achieve allocated M&C targets WITHIN the limits of established company policies and procedures, departmental objectives, directions/guidelines from CEO, Branding Guidelines, Project Scope and Partner’s requirements.
Employers: Briefs about PSDF’s branding guidelines, educates the employers on effective targeting strategies, coordinates for designing and development of mobilization campaign (boiler plate), facilitates for design of marketing collateral and provides feedback about same. Communicates and educates about employer satisfaction surveys and seeks feedback about training programs through surveys.
TSPs: Interfaces to understand requirements of mobilization plans and marketing content, coordinates for designing and development of mobilization campaign in line with the PSDF guidelines, facilitates for design of marketing collateral to create adequate interest among prospective trainees. Communicates and educates about satisfaction surveys and seeks feedback about training programs through surveys.
Program Development: Interacts to understand training plans kick off requirements and coordinates during development of mobilization plan and related content. Discusses any discrepancies in expected and actual outcomes and facilitates for mitigation of same.
Strategy and Business Development: Disseminates marketing content about PSDF and its programs; Collaborates to achieve mutual goals of PSDF brand and business development. Provide support with any specific content requirements being raised for business development purpose.
Partnerships and Placements: Understands the campaign requirements of different partnership programs and seeks buy in on finalized theme of the campaign. Coordinates during execution of the campaign and ensures compliance of campaign content.
MIS Team: Shares marketing and communication contents to be updated on web / social media portals for external users. Follows up regarding the progress of work and shares feedback after user testing for improvement of website pages. Seeks support for resolution of escalated matters related to web portals and / or other IT applications.
Education & Relevant Experience :
MBA or a master’s degree in Marketing from a reputable institution with at-least 8 to 10 years of demonstrated experience of marketing, communication, brand management and creative design and execution including 3 to 5 years of managerial experience in a reputed organization
- Good understanding of PSDF’s policies & procedures with a particular focus on Marketing and Communication approaches, frameworks and principles
- Strong knowledge of traditional and non-traditional marketing platforms
- Knowledge of market segmentation techniques
- Knowledge of Social Media Marketing and other digital marketing techniques
- Strong knowledge of market segmentation principles, media, understanding of news values
- Thorough knowledge and demonstrated experience of development, execution and impact assessment of marketing campaigns in Pakistan. Demonstrated knowledge in the non-profit sector will be a PLUS
- Demonstrated knowledge of strategic public relations drives for building company’s image
- SStrong relationships with leading creative, PR and digital companies in Pakistan
AREAS OF RESPONSIBILITY
Leads PSDF’s brand management guidelines, strategy and operations; Develops, reviews and approves the contents for the digital marketing channels; Guides & advises teams for all brand management related activities; Selects the appropriate media channels for the M&C activities, negotiate on the pricing; Reviews and seeks approval from the management for media contents (when required); Ensures timely publication of PSDF’s events on the agreed media channels as per branding guidelines; Maintains regular contact with media agencies; Manages the appearance of all Organization print and electronic materials such as letterhead, use of logo, brochures; Organize events that help PSDF network with sector players, share research and experiences and build image of PSDF for trainees and employers alike; Defines and finalizes employer branding campaigns/events and schedules in-consultation of Management; Reviews and approves event’s schedules; Reviews performance of launched campaigns and undertakes impact assessment of the same; Conduct market research to clearly define the target segments for PSDF training in line with the requirements set by the Leadership; Designs specific program related marketing and communication campaigns for mobilization of Women and target audience; Ensures dissemination of right messages to right audience through right media platforms at right time; Monitors & tracks progress of program related campaigns and provide necessary guidelines to subordinates to address gaps; Develop co-branded campaigns with lead employers and industry associations in order to build the placements based image of PSDF; Develop and manage a platform that helps disseminating information of PSDF’s work, research, results, jobs and activities to the internal team.
These responsibilities are carried out IN ORDER TO effectively design and implement M&C campaigns and optimize image and outreach of PSDF.
Segmentation Strategy and Planning
Understands Cluster and Sector wise future directions and 5 year strategic targets from CEO; Evaluates and comprehends the demographics of target audience through market research / insights, develops & devises segmentation, Marketing and Communication strategies (positioning & brand image), operating plans and quarterly initiatives aligned with 5 year approved strategic targets as per Supervisor’s directions in-coordination with Strategy & BD and seeks approval of the same from Senior Management; Performs departmental annual manpower planning in-consultation with HR based on approved targets, defends and seeks approval on the same from relevant authority; Undertakes departmental budgeting process in-collaboration with Finance; Formulates branding and communication guidelines (internal & external), policies, SOPs, frameworks and models of M&C, improves same upon feedback of Supervisor and seeks approval of same from Supervisor; Disseminates marketing policy guidelines to various stakeholders after its approval; Defines PSDF’s brand image / identity in consultation with CEO and articulates approved/desired image and position through formulation, implementation and monitoring of marketing (print, electronic, digital and social), communications and public relations program; Briefs subordinates about approved plan, delegates responsibilities and allocates targets to team; Implements and monitors progress of approved annual plan and ensures compliance with same; Designs and manages content and knowledge management system.
These responsibilities are carried out IN ORDER TO accurately estimate M&C departmental requirements, successfully implement tactical plans and branding strategies, effectively contribute in the achievement of organizational objectives, and to bring about improvement in processes.
Leads program mobilization activities of M&C; Understands program details from respective department (PD and P&P etc.); Educates partners, PSPs and TSPs about branding guidelines of PSDF and ensures compliance with same; Design campaign for program mobilization for awareness of the audience through coordination with TSP, PSP, Employer and internal departments; Ensures successful implementation of finalized campaign; Guides subordinates for design of program related marketing collateral; Monitors kick-off or program launching events; Facilitates all stakeholders for all M&C related activities with cost effective solutions.
These responsibilities are carried out IN ORDER TO successfully mobilize all programs and related events with M&C perspective.
Stakeholder Feedback Management
Guides & advises subordinates for design of feedback surveys as per Management’s requirements; Reviews and recommends improvements in survey contents & questionnaires; Coordinates with IT for availability of IT platforms to run surveys; Manages launch and closure of surveys; Reviews and finalizes feedback survey analysis reports prepared by subordinates; Shares the survey reports with management for further actions.
These responsibilities are carried out IN ORDER TO thoroughly gauge the satisfaction level of stakeholders (Employer and TSPs)working with PSDF and facilitate management for optimum decision making.
Provides effective and inspiring leadership to direct reports; Ensures parity among subordinates with regards to learning and growth opportunities; Helps creating a conducive working environment to build and sustain an engaged and committed team; Creates a sense of purpose and self-fulfillment among subordinates; Crafts the need for empathy when necessary; Delegates the responsibilities to the direct reports; Keeps the team emotionally aware, sensitive and open to accept planned organizational changes (if any) for the greater good; Leads by example, motivates and maintains a competent and high performing staff, capable to meet current and future needs; Identifies training and development requirements of subordinates to take future roles; Manages performance of direct reports through objective setting, continuous support, feedback and formal appraisal; Coordinates with HR for recruitment of new talent; Handles administrative issues related to HR i.e. conflict management, grievances handling, disciplinary issues etc. of the team.
These responsibilities are carried out IN ORDER TO build and retain a highly engaged, proficient, motivated, knowledgeable and effective team.