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National Manager-PR and Corporate Communications
2 months ago
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
Lead
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.
