KEY RESPONSIBILITIES
Brand Strategy & Development: Design and implement a brand strategy aligned with global positioning and local market realities. Leverage cultural insights and behavioral data to ensure the brand resonates with diverse Kenyan audiences while maintaining the integrity of global equity. Define and refine localization of brand purpose, voice, tone, and messaging across all customer touchpoints. Champion a "glocal" approach — balancing global brand systems with locally relevant storytelling to deepen trust and emotional connection.
Digital Marketing (Strategy, Execution & Performance): Own and execute the digital marketing strategy across all owned, paid, and earned media channels to strengthen Prudential's brand presence and digital footprint. Drive performance marketing with clear KPIs across awareness, lead generation, and conversion funnels to deliver measurable business growth. Leverage analytics and MarTech tools to track performance, optimize media spend, and maximize ROI through data-driven decision-making.
Lead digital experimentation and optimization, using insights and A/B testing to refine audience targeting, messaging, and channel performance. Integrate digital storytelling with Prudential's brand and product objectives, ensuring cohesive narratives that drive engagement, trust, and brand affinity.
Enhance customer lifetime value through personalized digital journeys, retention strategies, and conversion optimization initiatives. Oversee key digital channels including SEO, SEM, social media, content marketing, and email campaigns for consistent and impactful execution.
Manage and grow Prudential's digital communities across social platforms - driving meaningful engagement, advocacy, and customer connection. Conduct social listening and sentiment analysis to monitor brand perception, identify emerging trends, and inform proactive communication strategies. Collaborate with cross-functional teams (Brand, Product, Sales, and
Customer Experience) to align campaigns with overall business objectives. Benchmark performance against leading financial and insurance brands to ensure digital marketing excellence and innovation.
Cross-functional Collaboration: Partner with Product, Distribution, CX, and Corporate Communications to ensure consistent brand experience and messaging across all channels. Act as the brand and marketing voice in business forums to influence strategy and align initiatives with commercial priorities.
Innovation and Trend Spotting: Continuously track consumer, cultural, and technological trends to identify opportunities for brand differentiation and innovation. Leverage insights from FinTech, InsurTech, and creator economy ecosystems to drive forward-thinking marketing initiatives.
Customer Journey Mapping & Product Marketing: Lead end-to-end customer journey design to identify conversion, retention, and advocacy opportunities. Collaborate with product, actuarial, and distribution teams to develop marketing strategies that drive measurable commercial outcomes — from awareness to policy purchase and renewal. Deploy customer data and segmentation insights to create personalized engagement pathways that enhance policy uptake and persistency.
Influencer & Partnership Marketing: Identify and collaborate with influencers, thought leaders, and organizations that enhance brand visibility, trust, and engagement. Develop partnership programs that connect with community, lifestyle, and financial wellness audiences
QUALIFICATIONS
Bachelor's degree in Marketing, Business Administration, Communications & PR, or a related field.
A Master's degree in a relevant area is a plus.
7-10 years' experience in marketing, brand management, or public relations.
CIM certification in brand management is advantageous.