Marketing Manager (Head of Marketing Department)

“FINCA Impact Finance” is one of the leading global microfinance networks providing financial services for more than one million clients through subsidiaries in 18 countries in Africa, Eurasia, Latin America and the Middle East, including Azerbaijan.

Currently, “FINCA Azerbaijan” Non-Bank Credit Organization is looking for a Marketing Manager (Head of Marketing Department).

ESSENTIAL DUTIES include the following. Other duties may be assigned.

• Marketing Strategy Development: Develop comprehensive marketing strategies and plans aligned with the FINCA Azerbaijan goals and objectives, and with the goal of generating prospects, leads and conversions. Identify target markets, analyze customer needs, and develop strategies to effectively reach and engage potential customers.
• Customer Base Growth and Lifecycle Management: In close partnership with the Chief Commercial Officer, support growth of the subsidiary customer base through coordinated acquisition, conversion, retention, renewal, cross-sell, and win-back initiatives. Use customer insights, campaign performance data, and lifecycle indicators to identify growth opportunities, reduce churn, improve retention, and increase customer engagement and lifetime value.
• Brand Management: Maintain and enhance the bank’s brand image and reputation. Use the FINCA brand across every touchpoint consistently and in accordance with established standards and policies. Ensure consistent branding across all communication channels, including print, digital, and social media. Develop brand guidelines and monitor compliance across all marketing materials.
• Advertising and Promotions: Plan and execute advertising campaigns to increase brand visibility and attract new customers. Manage relationships with advertising agencies and vendors, negotiate contracts, and oversee the production of marketing collateral.
• Digital Marketing: Develop and implement digital marketing strategies, including website management, social media marketing, search engine optimization (SEO), and online advertising. Monitor key performance metrics, analyze data, and make data-driven decisions to optimize campaigns.
• External Stakeholder Engagement: Develop and support strategies that improve external understanding of FINCA’s value in terms of social and financial impact, including with regulators, social impact partners, and the media.
• Public Relations: Oversee relationships with media outlets, journalists, and influencers. Oversee response to media inquiries and coordinate media interviews and coverage. Manage crisis communication and reputation management.
• Internal Communications: Working with Human Resources, oversee the develop and implement strategies and actions that improve internal alignment around goals and strategies and increase employee affinity to FINCA Azerbaijan. Promote sharing of FINCA Azerbaijan accomplishments and activities to global FINCA network.
• Market Research and Competitive Analysis: Monitor market trends; research consumer markets to competitors’ activities to identify opportunities and key issues; develop respective research tools and methodologies, and plan, coordinate, implement and develop reports on qualitative and quantitative surveys and data analysis. Stay updated on industry news, regulations, and best practices.
• Corporate Social Responsibility (CSR): Develop, implement and promote CSR projects that align with FINCA’s mission and support institutional objectives. Defining yearly CSR priorities/goals and evaluate CSR activities against those priorities and goals. Manage FINCA events and sponsorships; plan and coordinate bank-sponsored events, conferences, and community outreach programs. Identify strategic sponsorship opportunities to enhance brand visibility and community engagement.
• Collaboration and Stakeholder Management: Work in close partnership with the Chief Commercial Officer and collaborate with internal teams, including sales, operations, product development, risk, and customer experience, to align marketing efforts with business objectives and customer growth targets. Build and maintain relationships with key stakeholders, such as government agencies, community organizations, and industry associations.
• Budgeting and Reporting: Develop and manage the marketing and PR budget. Track expenses, analyze Return on Investment (ROI), and prepare regular reports on marketing activities, campaign performance, and market trends. Present findings and recommendations to senior management.

Education, experience and qualifications:

• Master degree preferably in Marketing or Business Administration.
• Minimum 5 years of experience in marketing, at least 2 years in senior managerial function.
• Specific experience in developing a Marketing and PR function.
• Knowledge of lending, credit concepts is an advantage
• Experience in developing and implementing successful marketing strategies in a competitive labor market.
• Experience in coordinating Marketing and PR campaigns.
• Ability to develop systems and policies.
• Excellent quantitative and analytical skills.
• Strong organizational skills.
• Fluency in Azerbaijani and English is required.
• Advanced level of computer literacy is a must.
• Good knowledge of research tools and methodologies, including SPSS statistical program