National Manager-PR and Corporate Communications

3 weeks ago

Bangalore Urban, India Ujjivan Small Finance Bank Full time

POSITION DESCRIPTION



JOB TITLE

National Manager-PR and Corporate Communications

GRADE

SVP



DEPARTMENT

Marketing

LOCATION

HO



SUB-DEPARTMENT


TYPE OF POSITION

Full Time



REPORTS TO

Chief Marketing Officer

REPORTING INTO

  1. Lead
  2. Manager



ROLE PURPOSE & OBJECTIVE

  • Establish the reputation of Ujjivan Small Finance Bank (USFB) as India’s leading retail mass-market bank, through a well-integrated PR and Communication strategy, complementing the brand and communications strategy.
  • Position Ujjivan Small Finance Bank in the thought leadership space as being the voice of SFB and digital banking.



SIZE OF THE ROLE


FINANCIAL SIZE

NON-FINANCIAL SIZE

  • Manages the portfolio size of RS.3 cr.
  • NA


KEY DUTIES & RESPONSIBILITIES OF THE ROLE

Business


  • Lead the PR and Corporate Communication function with capabilities of creating in house expertise for communication requirements.
  • Develop and manage bank’s PR and communications budget under the supervision of Chief Marketing Officer.
  • Arrange periodic interviews and press releases to promote the bank and its products/services, new product launches, quarterly results, press conferences, participation in industry articles, profiling articles among others.


Customer


  • Collaborate with the brand teams to ensure better brand recall and association for Ujjivan Bank through appropriate media interventions across customer segments and channels.
  • Work with different business vertical heads to conceptualize and implement a sound PR strategy to promote the bank’s products and services to its customer segments.
  • Lead and support employee communication through intranet and APPs within the organization. Execution of employee communication campaigns, leadership messaging, internal social media, employee app.
  • Develop and monitor pro-actively crisis management, industry trends, spokesperson/ leadership profiling, media training and messaging workshops to spot future trends.


Internal process


  • Develop a PR calendar for brand presence and participation in industry events, seminars and award ceremonies, along with metrics to identify opportunities, towards positioning Ujjivan Bank as the best-in-class in the BFSI mass-market space.
  • Organize regular reviews of PR agencies with CMO, Senior Management to analyze the overall performance.
  • Supplement the Online Reputation Management Strategy.


Learning & Performance


  • Cultivate and maintain relationships with thought leaders, media and key influencers across channels.
  • Work towards constantly identifying and leveraging new PR initiatives.
  • Build advocacy among employees to leverage available media to disseminate relevant information through social media platforms.



MINIMUM REQUIREMENTS OF KNOWLEDGE & SKILLS



Educational

Qualifications

MBA in Marketing / M.A. in Communication / PGD in Communication or equivalent degree/ experience



Experience(Years and Core Experience Type)

  • Minimum 14 years of experience in PR, Corporate Communication, Marketing communication and media relations
  • Experience with Bank, Financial Services Company, NBFC’s, Broker is required.



Certifications

Not Required



Functional Skills

  • Must be able to spot opportunities

Proactively identify issues that may assume greater dimensions

  • Excellent written, verbal communication skills. Must have a flair for writing

Experience in communication workshops – media training, messaging workshops, crisis communication workshops

  • Up-to-date with the latest industry trends and best practices in PR/ Corporate Communications
  • Sound media relations with key industry media and influencers and thought leaders
  • Expertise in the press release, writing all forms of articles, media queries and statements
  • Leading crisis/ crisis management, drafting of holding statements



Behavioral Skills

  • Excellent people management & Stakeholder Management skills

Good analytical & presentation skills

  • Proficiency in English written and verbal communication skills. Must have a flair for writing
  • Has clarity of thought and purpose and is able to articulate in a simple and easy way
  • Being a linguist is an added advantage



Competencies

NA




PERFORMANCE MATRICES

Balance Scorecard Perspective

Key Result Areas

Key Performance Index

Financial/Business

  • Effectiveness of PR initiatives.
  • Operational Efficiency
  • Metrics on all the PR initiatives in terms of brand awareness and Salience.
  • Budget- Plan Vs. Actuals.




Customer

Product/Brand awareness among the target customers.

Crisis communication management.

Earned PR

Customer Word of Mouth

Testimonials

Effectiveness of Crisis management communication measured through impact on sales/financial performance for the time period (Month/Quarter/FY)




Internal Process

Efficacy of PR agencies empaneled

Brand awareness & Salience benchmarks before and after empanelment.




Learning & Performance

  • New PR initiatives.
  • Effectiveness of employee advocacy
  • Number and effectiveness of the Initiatives.
  • Earned PR through employees’ activities on Social media.

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