The primary responsibility of this role is to lead the overall marketing strategy of the company, encompassing Brand and Marketing Communications, Social Media, Creatives, as well as PR & Corporate Communications. The incumbent will work closely with senior management and the cross-functional team to plan, coordinate, and evaluate all integrated marketing efforts in order to position Home Credit as a trusted brand of choice in the customers' and public's mind. This role will also serve as the brand guardian, maintaining brand integrity across all marketing initiatives and communications. The role holder is a key person in the organization, working across functions and seniority levels.
Branding & Positioning
- Develop and implement a company-wide brand strategy and positioning that reflects our brand promise across all products, services, and channels.
- Own and evolve brand guidelines to ensure consistency across internal and external communications.
- Collaborate with PR and HR to tailor messaging for various audiences, support employer branding, and promote Home Credit as the employer of choice.
- Partner with leadership and top talent to amplify brand visibility through thought leadership, campaigns, and events.
Communication Management
- Lead the overall communication strategy for internal and external audiences, including defining and enforcing communication standards and guidelines.
- Review and approve all outbound messaging across channels (email, SMS, social media, website) to ensure clarity, consistency, and alignment with brand identity.
- Oversee website content and frontline communication quality, developing training and tools to ensure customer-facing teams reflect our brand voice.
- Collaborate with Customer Research and Experience teams to align messaging with customer needs and improve communication effectiveness across touchpoints.
- Participate in customer feedback forums, including complaints committees, interviews, and focus groups, to refine communication strategy and style.
- Drive internal communications and employee engagement through owned platforms (intranet, Facebook, LinkedIn) and relevant content.
- Support product and campaign messaging by developing strong value propositions and briefing creative teams to ensure alignment with brand and communication standards.
- Coordinate with Marketing Operations, Creatives, and Campaign Managers to deliver impactful content and optimize channel mix across ATL, BTL, and digital.
Digital Marketing Strategy
- Lead a data-driven digital marketing roadmap across paid, owned, and earned media.
- Optimize performance marketing (SEO, SEM, social, programmatic) to drive traffic, engagement, and conversions.
- Monitor analytics and KPIs to refine strategy and maximize ROI. Stay ahead of digital trends to keep the brand competitive and innovative.
Community Development
- Identify and engage with communities aligned with our brand promise and positioning.
- Develop strategies and content to maximize community engagement through events, partnerships, and tailored messaging.
What You'll Bring to the Table
- At least 7 years in a management role, with a proven ability to lead cross-functional teams and deliver impactful brand and marketing strategies.
- Deep experience in brand development, positioning, and governance
- Strong background in working with marketing, advertising, and creative agencies to execute integrated campaigns.
- Demonstrated success in crafting compelling content and managing communication across diverse channels and audiences.
- Hands-on experience in building and executing digital marketing plans, including performance marketing, SEO/SEM, social media, and analytics. You know how to turn data into action.
- Comfortable with public speaking, media interviews, and publishing thought leadership content online.
- Strong understanding of the social media landscape, platform dynamics, and emerging digital trends.
- Proven ability to manage complex, multi-stakeholder projects from concept to execution—on time, on brand, and on budget.