• Set and execute brand strategy, internally and externally, aligned to dfcu’ s commercial strategy and purpose. • Define, implement and safeguard dfcu’ s brand architecture ensuring consistent application across all touchpoints. • Develop a deep understanding of the Retail business and growth drivers. Utilizing insights, develop and implement impact driven marketing plans. • Conceptualize and execute marketing initiatives across brand and retail functions on multi-channels ensuring they are built on aligned, defined, and agreed upon strategic drivers. • Create, maintain, and consistently evaluate campaign measurement and reporting mechanisms across multiple platforms, extracting key insights for future campaigns development and go-to-market strategy refinement. • Track and analyze brand performance through brand and net promoter score trackers, as well competitor and industry activity and trends. • In partnership with retail business create deep understanding of our targeted customers and consistently develop opportunities to deepen customer engagement. • Use data to drive meaningful targeted communication to our existing clients, growing dfcu’ s share of wallet. • Leverage and consistently optimize key brand and retail sponsorships assets to drive visibility, thought leadership and key stakeholder engagement opportunities. • Identify and execute key partnerships and/or properties that will drive brand and business opportunities for dfcu. • Develop and maintain mutually beneficial and effective relationships between Business Units, Marketing Functions, and other units of the bank. • Manage the relationship with external agencies to ensure effective and efficient delivery on all brand and advertising matters. • Manage and direct marketing activities within the brand, and retail function, to ensure the strategic goals and targets are achieved. • Manage the roll out of all marketing initiatives; campaign execution across TV, Radio, Digital, OOH and Ambient Media as well as emerging mediums, branding and merchandizing across dfcu’s network. • Monitor and report marketing expenditure to ensure spend does not exceed that authorized within the marketing plan. • Perform all people management responsibilities including performance management, talent management and career, management for direct reports

• A bachelor’s degree in commerce, Business, Marketing, or any related field (Marketing specialization or Post Graduate qualification in Marketing will be an added advantage) • Marketing and advertising industry knowledge. • Minimum of 10 years’ experience within the Marketing and Communications industry • Demonstrable ability to increase the perceived value of a brand and organization of a whole over time and build customer loyalty through positive brand awareness. • Experience with successful, channel optimized, customer obsessed brand and marketing solutions for execution across a variety of marketing vehicles: traditional, digital, in store, social, experiential and global mindset. • Ability to set direction, bring cross-functional stakeholders together, and shape ways of working to effectively execute brand and commercial strategy. • Track-record of overseeing complex projects end-to-end.