Manager, Brand Management and Public Relations

Job Description


The role is expected to support the Bank’s mission of “stimulating a consistent expansion and diversification of African trade so as to rapidly increase Africa’s share of global trade, while operating as a first class, profit-oriented, socially responsible financial institution and a centre of excellence in African trade matters” by assisting in ensuring the effective deployment and management of the Bank’s brand and by connecting and communicating through all the Bank’s relationships with the public in a manner that is cost effective and consistent with the Bank’s image and mandate.


Nature & scope

Responsible for supporting the development and implementation of strategies and plans to support the Bank’s communication process with external stakeholders, including shareholders, customers, partners and the media. The jobholder functions as a key part of the Bank’s public information dissemination team, ensuring effective communication of the Bank’s message and amplification of the brand image through the use of such tools as press releases, corporate brochures, website articles and publications updates, client communications, display instruments and presentations, and other tools for managing the Bank’s brand image.


Duties and responsibilities

  1. Support the development and implementation of the Bank’s communications strategy and plan, ensuring integration with the Bank’s Strategic Plan and Annual Business Plans. As part of this process, the job holder gives particular focus to the digital strategy, combining social media engagement with on and offline promotion of the Bank’s activities and achievements;
  2. Translate brand strategies into brand plans, brand positioning and go-to-market strategies;
  3. Develop brand standards and usage guidelines, including supervising brand content and managing access to brand assets;
  4. Conceptualize strategic initiatives and implement details of campaign, ensuring integration with brand consistency;
  5. Execute strategies with cross-functional teams, working closely with relevant Bank departments on product marketing materials as they relate to branding to align around the Bank’s brand direction, choices and tactics;
  6. Manage external marketing partners such as advertising agencies, digital marketing firms and production companies;
  7. Track client and market insights by reviewing metrics, such as transactions and market share, and by conducting consumer research, and analyze data to update brand portfolio;
  8. Write reports, specifications and creative briefs;
  9. Measure and report performance of campaigns and assess against goals;
  10. Anticipate bottlenecks;


Public Relations:

  • Provide regular strategic advice on how to adapt and sharpen messaging, outreach, and advocacy, focusing on governments, institutions, clients, media, key influencers, multi-laterals, and think tanks;
  • Contribute constructive and timely advice to integrate advocacy and communication strategies into all aspects of Bank’s activities;
  • Maintain website and other communications channels, in particular social media such as Twitter, LinkedIn, and Facebook, providing relevant content to corporate social media channels;
  • Propose and implement outreach activities, such as public speeches, roundtables, panel discussions, and joint events with key partners;
  • Develop and maintain productive contacts with key external stakeholders and identify targets of opportunity and vehicles to communicate with these constituencies;
  • Closely monitor public opinion and emerging technologies for communicating with key constituencies, partners, and stakeholders;
  • Prepare Web content and draft regular electronic and other updates for distribution to target audiences;
  • Proactively identify and manage potential reputational risks, in consultation and collaboration with relevant colleagues; and
  • Carry out any other duties as may be assigned by management


Skills, Knowledge and Attitude

  • First degree in Design, Advertising, Mass Communication, Journalism, or related discipline and a post graduate degree in the same or related field from a recognized University;
  • Sound experience of at least 8 years with a leading organisation, preferably international, and  demonstrated experience in brand management and communications strategy development and implementation;
  • Excellent verbal and written communication skills in English and proficiency or good working knowledge of French. Knowledge of  the Bank’s other working languages (Arabic and Portuguese) is an added advantage;
  • Strong digital and social media management skills;
  • Familiarity with functions and operating modalities of financial service institutions will be a clear advantage;
  • Ability to communicate and function in a culturally diverse and change oriented setting and good knowledge of the African continent;
  • Ability to engage senior officials of media companies, banks, corporates and governments for purposes of disseminating required information about the Bank;
  • Willingness to travel extensively and to work long hours where required in order to achieve the Bank’s objectives;
  • Demonstrated leadership capabilities, including ability to build and nurture relationships with internal and external counterparties to attain goals.