About this role
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 governanceCompliance with marketing charterMarketing budgets, planning of resources, staffingGroup projects’ implementationProject managementWide marketing experience, ability to collaborate with SalesCompliance with Group communication strategy and roll out of the Com priorities and transversal projectsAccountability on the group graphic charterAlignment in terms of content and tone of voice, brandingMAIN 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 & DCManage, 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 librariesMarketing 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 productClausebook to be followed and managed according to the specified Process update as per by group.Local / legal adaptationsLaunching of new products (Initiate local product development & Join Group product research initiatives)Understand product mix and positioning strategiesMaster TCI policy wording (or own the ability to learn fast)Write (arguments, Q&A, brochures…)Engage with sales as the product expertClient Interfaces
Scope = CofaNet, CofaMove, CofaServe, Dashboard, Customer portal, ICON, URBA (when available)
Work on new releases: translation, test, training, communication & operational launchProduce / translate and load content on Customer portalReport bugs & suggestionsUX & UI (User Experience & User Interface) background (could be constituted internally)Minimum IT literacyEngage with users, promote Coface’s USP, animate a communityUnderstand project mode and show a sense of commitmentQuality management and client research
Dolby & Stereo (management of samples, incentivation, analysis of results, action planning)Ad hoc complementary research (e.g. Echo)Quality work streamsCustomer 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’ OverviewFollow 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 watchMarketing plan (align with Group Marketing, local management and plan actions) + follow-upDesign & Material:
Management of the compilation, layout, design and distribution of internal and external communication and newslettersCoordination of the production of print and promotional items for marketing purposes – from concept and brief through to the delivery of finished materialManagement and co-ordination of content on the company web siteProduce 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 executionDesign and roll out local lead generation initiatives targeting priority prospect segmentsExecute 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 teamsMonitor 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 & productionTo ensure that there are daily posts on all our social media platforms and to increase followers according to group targetsManaging and update local Coface websites and, including country and sector risks dataSEO + SEA (Search Engine Optimisation/Advertising)KPI and data analyticsEnsure of group rules for digital topicsDevelop online internal communicationListening tools - management & trainingsCommunication Content factory
Produce local newsletters : sourcing of topics, coordinate interviews, write articlesOutsourcing asset creation (e.g. videos, infographics, etc.) and ensuring a successful projectContent production of digital channels (Business, Macro eco. and soft topicsAdvertising & PR:
Coordinate information from media reps for media / PR purposesSourcing advertising rates and booking advertising space for print and online media if requiredLiaison with media and advertising personnelBuilding and maintaining an excellent working relationship with suppliers, brokers and the client communityInternal communication
To create a communication outline and ensure that all communication, is managed in professional manner to support the HR internal communication strategyRoll out an internal communication plan, aligned with Group Com StrategyDeploy the messaging of the global group projects: My Voice, new Comers policy, employer brand, complianceFeed the Group internal NewsletterBuild and deploy the Regional CEO/country managers communicationManage the local Intranet, ensure the updatesSupport HR communicationMy 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 communicationEvents
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 eventsBuilding partnerships and sponsored eventsTraining 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 requiredMonitor Project Progress and Set DeadlinesEnsure Stakeholder Satisfaction.Evaluate Project Performance.Other
HR and Compliance AssistanceTraining & DevelopmentGroup and regional Assistance / ProjectsBCP / Premises project
TECHNICAL AND/OR PRACTICAL
Marketing
Understand product mix and positioning strategiesMaster TCI policy wording (or own the ability to learn fast)Write (arguments, Q&A, brochures…)Engage with sales as the product expertUser Experience & User Interface background (could be constituted internally)Minimum IT literacyEngage with users, promote Coface’s USP, animate a communityUnderstand project mode and show a sense of commitmentProcess 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 skillsEfficient « 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 boxCapacity to develop analyses and feedback with synthesesBusiness understanding, strategistCommunication
Strong Editorial skillsMedia relations strong experience and backgroundRelationship skillsScope = Websites and Social mediaTechnical and editorial skillsSearch Engine Optimization / AdvertisingVery comfortable with different CMS toolsSocial media expertiseStrong editorial skills, at ease with Video editing and new video production toolsStrong understanding of our sectorInternal communication expertiseEditorial skillsRelationship skills and curiosity, opennessEvent manager expertiseBrand 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
Degree in marketing, business administration or any equivalent discipline.
A corporate finance background will be a plus.
A culture focused on teamwork, continuous learning, and professional developmentCompetitive base salary + performance based bonusComprehensive benefits package, including health insurance