Marketing Lead

POSITION SUMMARY
The Marketing Lead owns the Banking Group’s brand voice, communications quality, content direction and creative standards. The role leads brand messaging, campaign communications, public relations support, internal campaign communications, social mediacontent direction, sponsorship messaging, customer communications and reputation messaging. The role acts as deputy to the Marketing Manager for brand, communications and content. It works closely with the Digital Strategy Lead so that campaign content supports customer engagement, lead generation and business growth.

KEY ACCOUNTABILITIES

Brand Management
• Support the Marketing Manager in managing the Banking Group brand across all entities and channels.
• Maintain brand consistency across campaigns, collateral, branches, events, sponsorships, social media, website, email and
customer communications.
• Guide brand tone, message hierarchy and customer-facing language.
• Review marketing materials for clarity, accuracy, brand fit and customer relevance.
Communications Strategy
• Lead communications planning for marketing campaigns, launches, sponsorships, events and customer updates.
• Draft or guide media releases, customer emails, website copy, speeches, talking points, branch notices, staff updates and campaign
copy.
• Support the Marketing Manager with executive communications and Board-level marketing content where required.
• Work with Risk, Legal and Compliance on sensitive communications.
Content and Campaign Messaging
• Lead campaign messaging and content direction across retail, commercial, merchant banking, wealth management and Barbados.
• Develop content plans that support customer education, brand visibility and product growth.
• Guide the Marketing & Events Coordinator and Senior Graphic Designer on campaign materials.
• Work with the Digital Strategy Lead to connect content with digital acquisition goals.
Public Relations and Reputation Support
• Support media relations, PR content and corporate announcements.
• Draft or review press releases, media responses and public statements.
• Monitor brand and reputation issues with the Marketing Manager and Digital Strategy Lead.
• Recommend response language for customer or public-facing issues.
• Escalate sensitive matters quickly.
Social Media Content Ownership
• Own the social media content calendar, tone and content quality, in collaboration with the Digital Strategy Lead.
• Work with the Digital Strategy Lead/ Marketing Coordinator on scheduling and posting.
• Review social copy, creative direction, captions and customer responses where needed.
• Ensure social media supports campaigns, customer education, brand trust and business priorities.
Team and Workflow Leadership
• Guide the Marketing & Events Coordinator on communications, campaign production, event messaging and collateral.
• Provide functional direction to the shared Senior Graphic Designer on brand quality, campaign concepts, design timelines and
creative priorities.
• Manage content approvals and creative workflow.
• Support the Marketing Manager with team planning and department priorities.
• Act as a point of continuity when the Marketing Manager is unavailable.

DECISION RIGHTS

• Recommend brand and communications direction for campaigns and content.
• Approve routine copy and content within agreed guidelines.
• Review and recommend creative direction before Marketing Manager approval.
• Escalate brand, content, PR or reputation risks.
• Set work priorities for the Marketing & Events Coordinator.
• Provide functional direction to the shared Senior Graphic Designer.

KEY OUTPUTS

• Campaign messaging frameworks.
• Monthly content calendar.
• Customer communications.
• Press release drafts and PR materials.
• Social media content direction.
• Internal campaign updates.
• Sponsorship messaging.
• Website and landing page copy.
• Event messaging and collateral briefs.
• Brand and content quality reviews.

KPIS / SUCCESS MEASURES

• Campaign messaging completed on time and tied to business objectives.
• Content calendar delivered monthly with clear business and brand priorities.
• Customer communications accurate, clear and compliant.
• Creative and copy quality improve across channels.
• PR and reputation risks escalated with clear recommendations.
• Social content supports engagement, website traffic, campaign activity and brand trust.
• Marketing & Events Coordinator receives clear priorities and support.
• Senior Graphic Designer receives clear briefs and timelines.

JOB SPECIFICATION

Behavioural Competencies
• Strong written communication.
• Critical judgment.
• Attention to detail.
• Planning and organising.
• Customer focus.
• Brand sensitivity.
• Stakeholder management.
• Team leadership.
• Adaptability.
• Initiative.
• Confidentiality.
• Calm under pressure.

Technical Competencies
• Brand management.
• Campaign messaging.
• Copywriting and editing.
• Public relations.
• Internal communications.
• Content planning.
• Social media content.
• Customer communications.
• Creative briefing.
• Event messaging.
• Basic analytics awareness.
• Microsoft Office Suite.
• Familiarity with digital, website and email channels.

EDUCATION & TRAINING REQUIREMENTS

Education and Qualifications
• Bachelor’s Degree in Marketing, Communications, Public Relations, Journalism, Business or related field.
• Training in brand strategy, corporate communications, PR, copywriting, digital content or financial services marketing would be an asset.
Training
• Brand and content governance.
• Public relations and media writing.
• Customer communications in regulated sectors.
• Creative briefing and campaign planning.
• Social media content planning.
• Microsoft Office Suite.

Experience
• Minimum 6 to 8 years’ experience in marketing, communications, PR, brand, content or related roles.
• Experience in banking, financial services or a regulated sector would be an asset.
• Experience guiding creative teams, agencies, vendors or junior team members would be an asset.
• Strong writing and editing experience required.

COLLABORATION NOTES

• Works as deputy to the Marketing Manager for brand, communications and content.
• Partners with the Digital Strategy Lead on social media, campaign performance, landing page copy, email content and digital customer journeys.
• Leads the Marketing & Events Coordinator and provides functional direction to the shared Senior Graphic Designer.
• Supports high-risk communications with Risk, Legal, Compliance and senior leadership.