Description of Business unit

Led by the Chief Marketing Officer, the Group Marketing function is constantly evolving to meet our changing customer and market needs. The team is accountable for managing and maximising our 4 R's - Reputation, Relationships, Relevance and Revenue across the Group. We play a critical role in driving commercial and customer metrics through our use and implementation of data, growing digital customer engagement, customer first design and customer lifecycle management. Key to our success is ensuring that we build and maintain strong brand consideration for Bank of Ireland. We do this by shaping and delivering a differentiated Brand identity, our community and sponsorship strategy, delivering innovative customer propositions and highly personalised one to one interactions with our customers across every medium. This is all measured forensically for impact.

The Group Marketing function is underpinned by the following strategic imperatives designed to transform the Bank of Ireland brand:

• Customer voice, research, insights and market intelligence
• The financial wellbeing strategy and program of delivery
• Innovation and Proposition development
• Customer strategy and segment management through deep brand & customer insight
• Group Customer analytics and business performance tracking - Data driven marketing
• Customer communication and brand manifestation across all touchpoints
• Customer experience, delivery, and measurement
• All customer design with a strong emphasis on digital design
• Integrated Mark Tech transformation
• Robust Marketing spend effectiveness & governance

Purpose of the Role

The Group Head of Brand & Sponsorship will be key to enabling our Group Ambition to be a National champion with FWB at the core of our brand planning and delivery. This role will lead on our evolving use of media, brand strategy & development and our Group sponsorship, CSR & event strategy. All of this will be done working cross functionally across the Group through scrum teams as a core COE.

Key Accountabilities

• Oversee the evolution of how we use and buy media given our investments in tech
• Lead our social strategy and grow our use of key engagement channels
• Implement the use and application of econometric modelling
• Lead and oversee all creative customer communications across all channels
• Enhance communications investment to drive competitive share of voice in traditional above the line, Social and digital media across all key competitive platforms
• Operating within the Group brand strategy framework, continue to lead the development and implementation of a new single creative platform for the brand to drive our ambition of becoming the National Champion
• Through transformational leadership, ensure the brand strategy is clear and delivered Group wide
• Lead the single BOI brand creative platform, directing the brand team, and collaborating with the wider stakeholder community to deliver consistent creative content to all audiences.
• Working in an agile and collaborative manner with internal & external stakeholders, develop and maintain the Group brand guidelines, ensuring rigorous adherence across the Group.
• Challenge all creative spend against agreed KPIs and drive continuous improvement in return by partnering with planning and analytics teams to course correct ongoing.
• Lead sponsorship strategy & effective activation to reduce the sponsorship asset base, and in parallel to activate the retained sponsorships to drive the brand strategy effectively through impactful and distinctive customer activation.
• Strong contributor to Group Marketing leadership team, demonstrating commitment to strategic goals, role modelling our values, coaching & developing colleagues and championing the brand.

What is the opportunity

Operating as part of the Group Marketing Leadership Team, you will continue to develop and implement a new single creative platform for our Brand and lead out on the development of creative communication campaigns across all customer touchpoints to deliver on our Group ambition and strategic priorities. You will also lead the Sponsorship and Event strategy for the Group.

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Essential Qualifications

3rd level qualification in marketing or related disciplineand significant experience directing a brand team to deliver unified messages to targeted audiences, collaborating with senior stakeholders within multinational, multifaceted or matrix organisations.

Essential Skills & Experience

Proven experience of building analytical and insights driven campaigns to deliver measurable business outcomes; (conversion rate increases, NPS uplifts social engagement)

Extensive experience in building a digital brand

Demonstrable experience running substantial market campaigns in the FMCG/ FS sectors catering to both B2B & consumers direct

Demonstrable experience of big brand sponsorship

Excellent communication skills with proven ability to influence and build relationships both internally and externally at the highest levels, demonstrating emotional intelligence, resilience and independence as well as an ability and ability to challenge the status quo

Ability to drive high performance whilst maximizing available resources and maintaining high employee engagement

Strong knowledge and understanding of the regulatory and legal environment in which the Group operates.

Desirable Qualifications, Skills & Experience

Agency experience a significant advantage.