Senior Specialist: Campaigns Management

Empowering Africa’s tomorrow, together…one story at a time.

Job Summary

Lead the strategic development and execution of end-to-end customer campaigns to drive measurable value across the customer lifecycle. This role is accountable for translating customer insights into impactful campaign strategies that enhance engagement, retention, and growth, while aligning with the broader customer value management objectives.

Job Description

KEY FOCUS AREAS

• Customer acquisition & Retention: Drive targeted campaigns to attract and retain business banking clients across all segments.

• Digital Marketing: Leveraging digital channels (email, social media, paid media) for campaign delivery.

• Data-Driven Decision Making: Using analytics and insights to guide campaign strategy and execution.

• Brand Positioning: Enhancing the visibility and reputation of the business banking brand.

• Sector-Specific Messaging: Tailoring campaigns to different business segments and/or sectors.

• Translate customer insights into actionable campaign strategies that deliver measurable value.

• Collaborate with cross-functional teams to ensure campaign alignment with enterprise goals.

• Monitor campaign performance and optimize for ROI and customer impact.

• Represent campaign strategy in executive forums and influence strategic priorities.

• Ensure governance and compliance in all campaign-related activities.

 

ACCOUNTABILITIES

 

Strategy Formulation and Execution

·       Strategic Campaign Planning: Designing and overseeing integrated marketing campaigns across channels and aligned with business banking objectives that achieve customer value.

·       Align campaign roadmaps with strategic business goals and performance metrics.

·       Market & Competitor Analysis: analyse market trends, customer insights, and competitor activities and use data to inform campaign positioning and messaging.

·       Stakeholder Alignment: collaborate with product, sales, and brand teams to ensure campaign alignment.

·       Present strategic plans to senior leadership and secure buy-in.

·       Budget Planning & ROI Forecasting:  allocate campaign budgets effectively and forecast expected outcomes and ROI for each campaign.

·       Brand and Messaging Oversight: ensure campaigns are consistent with brand voice and guidelines and guide creative direction and messaging strategy.

·       Respond to emerging policy and regulatory trends by adapting operational strategy and ensuring compliance alignment.

·       Support transformation initiatives through structured programme delivery and change management practices.

·       Provide expert advice and support in operating model, strategy, and value chain formulation and delivery alignment.

·       Identify practices and technologies that provide competitive advantage and enable knowledge sharing and integration of practice areas.

·       Undertake analysis of management and specialist information and guide reporting tool implementation to improve decision-making quality.

 

Customer Primacy

·       Design and execute campaigns that reflect deep customer understanding and deliver personalized experiences.

·       Use customer data to refine targeting and messaging for improved value-driven engagement.

·       Voice of the Customer Integration: incorporate feedback from surveys, social listening, and customer service into campaign planning.

·       Ensure campaigns address real customer concerns and desires.

·       Omnichannel Consistency: ensure seamless experiences across channels (email, social, web, mobile) and maintain consistent messaging and tone to build trust and familiarity.

·       Interpret market and customer insights to inform operational plans and prioritise capability investments.

·       Utilise customer data to improve processes and propositions, ensuring measurable customer value delivery.

·       Instil customer-centric decision-making by being the voice of the customer in all forums and engagements, balancing experience and efficiency targets.

·       Implement initiatives that improve customer engagement and retention through operational enhancements.

·       Coordinate cross-functional initiatives to deliver consistent customer journeys and service quality.

·       Represent the voice of the customer within leadership forums to influence service delivery priorities.

·       Plan and deliver services that create a culture which aims to exceed customer expectations in all aspects of the business.

·       Provide expertise in designing integrated frameworks to embed service excellence.

 

Sustainable Growth

·       Drive customer acquisition, retention, and growth through targeted campaign initiatives.

·       Evaluate campaign impact on business growth and customer lifetime value.

·       Develop business area growth plans aligned to segment and enterprise priorities.

·       Work with business partners to define and execute on growth strategies and operational initiatives.

·       Mobilise functional teams to deliver growth targets and embed performance accountability.

·       Monitor growth delivery, identifying and actively participating in resolving barriers to achieving strategic objectives at operational levels.

·       Evaluate financial and customer returns on initiatives to ensure alignment with business viability.

·       Formulate and develop multi-function operating frameworks that contribute to sustainable growth.

 

Client-Driven Innovation and Change

·       Identify new marketing opportunities and continuously improve campaign processes to enhance customer engagement.

·       Lead change initiatives to embed campaign agility and responsiveness.

·       Monitor competitive landscape and identify opportunities to improve products, services, or operations.

·       Drive continuous improvement and innovation to enhance customer outcomes.

·       Shape client experience initiatives through project ownership and delivery responsibility.

·       Manage implementations of operational change, ensuring readiness, engagement, and measured impact across delivery teams.

·       Influence and communicate across all stakeholders to minimise resistance to change and ensure onboarding of target audiences.

·       Scan the external environment to investigate alternative delivery models and offer innovative advice for competitive advantage.

·       Drive change management activities across a single value chain for optimal adoption of change.

 

Leading Talent

·       Provide thought leadership as a specialist in the field.

·       Foster a culture of creativity, accountability, customer obsession, collaboration and continuous improvement.

·       Create inclusive team environments that support performance, wellbeing, and growth.

·       Develop future capability in the field through providing mentorship to interested colleagues.

 

Operational Effectiveness

·       Campaign Implementation: manage end-to-end campaign execution, including timelines, deliverables, and resources.

·       Coordinate with internal teams and external vendors (e.g., creative agencies, media buyers).

·       Channel Management: Oversee execution across multiple channels (e.g., paid media, email, SEO, social), and optimize channel mix based on performance data.

·       Performance Monitoring & Optimization: track KPIs (e.g., CTR, conversion rate, CPL), using A/B testing and analytics to optimize campaigns in real time.

·       Implement campaign management frameworks and performance tracking systems.

·       Ensure operational readiness and resource alignment for campaign execution.

·       Set appropriate financial and other resourcing plans to enable business performance, tracking against budgets and investments, managing campaign budgets and ensuring cost-effective execution.

·       Ensure integration across business units by resolving operational friction and dependencies.

·       Represent the business area in operational forums and with delivery partners.

·       Leverage data insights to improve operational effectiveness and customer outcomes.

·       Continuously improve processes for agility, quality, and alignment with customer needs and digital tools.

·       Identify problems and formulate alternate solutions to resolve value chain conflicts.

·       Provide expert advice on operating model, strategy, value chain formulation, and business controls/governance frameworks.

 

Digital Adoption

·       Leverage digital platforms and automation tools to scale campaign delivery.

·       Monitor digital campaign performance and optimize for efficiency and impact.

·       Execute digital initiatives and promote adoption of technologies that improve efficiency and user experience.

·       Monitor digital platform performance and ensure integration with business processes and outcomes.

·       Deliberately identify opportunities to digitise, automate, and implement solutions for customer primacy, innovation, and operational effectiveness.

 

Good Governance, Risk and Compliance

·       Ensure campaigns comply with legal, regulatory, and brand standards.

·       Implement controls to manage reputational and operational risks in campaigns.

·       Promote risk awareness, guide the response to regulatory changes and emerging issues and support audit readiness activities.

·       Define and consolidate the risk profile for the business unit, manage critical risks, and ensure resolution feedback to stakeholders.

·       Enable the development and implementation of integrated corporate governance frameworks in areas of specialisation.

·       Influence the implementation of effective internal controls systems and corporate governance practices.

 

Data Monetisation

·       Track campaign performance, analyzing data, and optimizing strategies to improve ROI and evaluate customer impact.

·       Use campaign data to generate insights and inform strategic decisions.

·       Apply data insights to support business planning and decision-making in the business area.

·       Recommend improvements for future campaigns based on performance data.

·       Develop mechanisms to ensure data is collected, validated, and used to drive performance improvement.

·       Oversee the explicit use of data and its inherent value to explore opportunities and guide decisions.

 

Stakeholder Management

·       Collaborate with internal teams (e.g., product, sales, compliance) to ensure campaign alignment with business goals, and with external stakeholders as required.

·       Manage expectations and communicate campaign outcomes effectively.

·       Manage relationships with key stakeholders to support aligned delivery and issue resolution.

·       Ensure stakeholder expectations are managed and engagement is consistent with transformation priorities.

 

 

QUALIFICATIONS AND EXPERIENCE

 

Education/ Qualification:
Post Graduate Degree: Honours Degree, Post Graduate Diploma and Professional Qualifications [NQF8]

 

Field of Study:

·       Marketing, Business Strategy, Customer Experience, Communications or related fields.

 

 

Work Experience:

• 8–12 years in marketing, with at least 3–5 years in a senior campaign or strategic marketing role.

• Proven experience in financial services, especially business or corporate banking.

• Experience must include developing integrated customer-centric product or service solutions or corporate practice development while working with and managing stakeholders across business and/or functional areas and budget management.

• Exposure to digital transformation and data-driven decision-making is preferred.

• Demonstrated success in leading large-scale, data-driven customer campaigns with measurable outcomes.

• Experience in engaging executive stakeholders in strategic campaign planning, performance reviews, and customer value discussions.

• undefined

   

  COMPETENCIES

   

  Leadership Competencies:

  ·       Strategic Thinking

  ·       Business Acumen

  ·       Customer-centric mindset

  ·       Communication

  ·       Influence

  ·       Leadership

  ·       Creativity and Innovation

  ·       Delivering Results

  ·       Adaptability

  ·       Collaboration

   

  Knowledge and Skills:

  Proficiency in CRM platforms and campaign management tools.

  Strong understanding of digital marketing and analytics.

  Experience managing cross-functional teams and external agencies.

  Ability to translate business objectives into actionable marketing strategies

  Campaign strategy and execution

  Customer segmentation and targeting

  Data-driven marketing and analytics

  Performance measurement and ROI analysis

  Change management and innovation

  Strategic planning and alignment

  undefined

   

   

   

Education

Postgraduate Degrees and Professional Qualifications: Business, Commerce and Management Studies

Absa Bank Limited is an equal opportunity, affirmative action employer. In compliance with the Employment Equity Act 55 of 1998, preference will be given to suitable candidates from designated groups whose appointments will contribute towards achievement of equitable demographic representation of our workforce profile and add to the diversity of the Bank.

Absa Bank Limited reserves the right not to make an appointment to the post as advertised