Purpose :
The role holder is responsible for creating and enhancing brand awareness of the Company as well as increase the market penetration to facilitate growth in business volumes.
Main Priorities:
Managing the Aviva Brand
- Defining the strategic direction for the brand Aviva - formulating the brand and communication strategy.
- Developing insightful and compelling brand and product propositions to raise awareness and create preference for Aviva
- Developing mass-media communication
- Formulating and execution of the media strategy
- Ensuring that brand is a business driver and plays an active role in the company attaining the business objectives
Maintaining and bolstering Aviva’s edge in the digital space.
- Devise a digital strategy to help the brand drive differentiation and business amongst the bulls eye TG
Building customer understanding
- Enhancing consumer understanding through research eg. triggers and barriers, brand-track, mapping of implicit needs.
- Using data analytics to gain insights into the behavior of current policyholders that can be leveraged to increase business e.g. customer segmentation.
- Using research to develop insightful communication and product propositions
Drive Strategic Business Initiatives
- Lead cross functional projects to drive strategic business initiatives driving impact for business.