Responsable Communication Stratégie de Marques

Job Description

Responsable Communication Stratégie de Marques | Groupe BPCE

The Tone:
This is a full-time role at Banque Populaire Grand Ouest, a part of Groupe BPCE, located in Saint Herblain, France. The bank focuses on local roots and proximity, committed to the success of its clients and collaborators by supporting their projects and encouraging equal opportunities. This role is crucial for reinforcing the institutional positioning of the bank’s various brands and contributing to their development and recognition across the region.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: In-person, Saint Herblain, France
• Team: Within the Communication Department of Banque Populaire Grand Ouest
• Mission: Strengthen the institutional positioning of the company’s various brands and develop specific communication plans for each.

What You’ll Actually Do
• Define and lead brand strategy and communication plans, ensuring the institutional positioning, identity, and promise of each brand are consistent across all touchpoints.
• Structure and deploy annual communication plans aligned with the strategic priorities of key market segments, offering expert advice to business lines on communication actions.
• Orchestrate media buying across digital, print, outdoor, radio, and social media channels, alongside an influence strategy involving key opinion leaders and partners, while managing external agencies.
• Design impactful institutional campaigns and valuable content that highlights the bank’s commitments, innovations, and professions, including managing press relations and editorial partnerships.
• Establish and monitor brand vitality metrics, define KPIs for campaigns, analyze performance, and provide regular reports and strategic recommendations to optimize ROI for all actions.

The Must-Haves
• Background: Master’s Degree (Bac+5) with a specialization in marketing, brand strategy, or global communication.
• Experience: 5 to 10 years minimum in similar roles.
• Skills: Profound understanding of brand strategy methodologies, strong media culture across online and offline channels, mastery of advertising space purchasing mechanisms, influence strategies, and the social media ecosystem.
• Bonus: Experience acquired in a multi-brand environment, ideally within the banking sector or a leading communication/media agency.