At M&G our purpose is to give everyone real confidence to put their money to work. As an international savings and investments business with roots stretching back more than 170 years, we offer a range of financial products and services through Asset Management, Life and Wealth. All three operating segments work together to deliver attractive financial outcomes for our clients, and superior shareholder returns.
Through our behaviours of telling it like it is, owning it now, and moving it forward together with care and integrity; we are creating an exceptional place to work for exceptional talent.
We will consider flexible working arrangements for any of our roles and also offer work place accommodations to ensure you have what you need to effectively deliver in your role.
Sitting within the Corporate Affairs and Brand function, specifically supporting the delivery of the Group brand strategy through brand activation campaigns and activities, this role reports to the Senior Manager - Activation, Comms and Creative and is responsible for the development, delivery management and effectiveness of activities that build and amplify the M&G brand for the benefit of the businesses and supporting commercial growth.
The role holder is required to support the delivery of appropriate campaigns and ad-hoc activities that achieve the agreed brand building objectives and targets for both the Group and Life Business Unit target segments. The focus is on increasing awareness levels through consistent amplification of the brand positioning, coupled with the group narrative, and executed through a core creative platform and agreed campaign objectives.
This role will also support the cost-effective delivery of brand awareness activities and look to build brand equity and impact, create briefs for approval by their Senior Manager and the Group Head of Brand, to achieve both long-term brand and campaign objectives.
They will build close working relationships with the Brand Strategy, Mgt. and Planning team to ensure all activities fully support the Brand Strategy, are fully integrated with Life Marketing, are achieving the right brand objectives, measuring outcomes in the most optimised way, deploying brand assets consistently and adhering to all brand processes.
They will work primarily with the Life business and other central functions (e.g. HR or Corporate Affairs) to make sure that the application and adaptation of any brand campaign assets are in line with the agreed strategy. Engagement with a broader internal audience to help increase awareness of the brand, highlight campaign launches, foster a brand champion mentality and pride in our brand will be key. Membership of this team requires a strategic outlook, but also requires connection to the commercial objectives and marketing plans of the Life Business Marketing team. In addition, this role will help their Senior Manager and the Brand Planner and Strategy support Manager in supporting the implementation of the new VI through the SBR programme.
Key accountabilities and responsibilities
* Supports the development and delivery of brand activation campaigns, communications and activities that drive M&G brand awareness, salience and engagement. Supports business marketing teams to drive consideration through appropriate activities.
* Responsible for campaign planning, execution and the agreement, measurement and reporting of brand activation campaign metrics in collaboration with the Manager Brand Evaluation and Reporting and Brand Planner and Strategy Support Manager.
* Supports the development of any campaign creative platform and expression, and the creation and consistent use of distinctive campaign assets that support the brand strategy. Works with the businesses to identify and validate substantiating brand proof points.
* Executes multiple integrated campaign activities across a range of B2C, B2B and B2B2C channels and platforms as required, initiating agency briefs, co-creating with internal colleagues as required.
* Supports the Senior Manager Activation, Comms and Creative in conversations with the Business Marketing teams to help them understand future campaign objectives and works collaboratively on the adaptation and deployment of brand campaign assets to deliver against the required commercial metrics.
* Works with the Corporate Affairs and other Group functions to identify key brand activities and elements of the Corporate Narrative to integrate the two and demonstrate the brand positioning to bring the M&G brand to life.
* Provides measurement and reporting on individual campaigns to the Manager, Brand Evaluation and Reporting.
* Ensures media plans are in line with the broader media strategy and generates schedules with the media agency for campaign activities.
* Creates individual campaign and channel briefs for the brand marketing/activation agency partner(s).
* Works across owned (web and social media content), paid (advertising, partnership/sponsorship etc.), and earned (PR & social media) media channel activities and manages campaigns plans in support of campaign objectives across multiple channels.
* Creates brand supporting ‘always on’ and campaign content for owned channels.
* Supports their Senior Manager with internal content to gain agreement for planned campaigns and to launch campaign work internally in support of better Group wide understanding of the brand strategy.
* Evaluates and prepares ‘wrap up’ reports for activities delivered to provide a view on impact and performance against the activation strategy and campaign targets/metrics.
* Supports the activation of sponsorship and partnership properties (both strategic brand partnerships and more commercial short-term media and content partners) – working with the partner teams, agencies and other support resources to deliver planned activities.
Requirements and Experience
* Significant experience in a Marketing role, preferably a Brand one, within a major Brand or Marketing function or agency developing brand activation strategy (B2C, B2B & B2B2C), delivering campaigns and brand ‘always on’ activities across multiple channels, preferably with some Financial Services or regulated industry experience.
* A proven track record in timely delivery, working to an agreed budget and creation of effective briefs.
* A creative, resourceful marketer with good knowledge of delivery across range of media and channels (e.g. digital first, TV (primarily addressable), radio, print, OOH, PR, earned and paid social media).
* Some experience of Sponsorship/Partnership activity development and delivery, working with partners/sponsors to help others deliver as well as manage and flex available assets for the benefit of the business is preferred.
* A data led outward facing marketer who is developing good instincts and knowledge for great execution.
* A credible communicator with good stakeholder skills and a collaborative approach to working with agencies and suppliers to help them understand strategic brand objectives, resultant brand communications strategy and the creative executions that form the brand activation.
* A calm and energetic team member who encourages and supports other team members.
* Prepared to support activities that may not be part of their exact remit.
* An ability to remain resilient and deal with ambiguity and ongoing change.
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