Anunțuri de Angajare

 SCOPE OF WORK

 Position:                               Brand Consultant

Program:                              USAID Moldova Institutional and Structural Reforms Activity Program (MISRA)

Period of Performance:       September 15, 2023 – June 30, 2024   

Total Level of Effort:            up to 90 days

Work plan activity:               Sub-Task 3.1.2.3 Support the NBM in implementation of the instant payments solution and related tasks

Project Background

The Moldova Institutional and Structural Reforms Activity (MISRA) is a five-year project funded by the US Agency for International Development (USAID) that aims to improve the business, investment, and trade enabling environment in cooperation with the Government of Moldova (GoM) to respond to an unprecedented economic crisis due to the war in Ukraine, as well as to support Moldova’s economic recovery, including to: advance the GoM’s economic action plan; strengthen public economic governance institutions; improve transport, logistics, trade, and commerce; and accelerate financial sector reforms and inclusiveness; among other needs. USAID MISRA is also building the capacity of the GoM to better engage and strategically communicate its economic plan, progress, and results to the private sector, civil society, and the public. These activities include intensive support to select GoM institutions with institutional reforms, streamlined processes, and digitalization to improve transparency, accountability, access to information, and public services.

Activity Overview

This activity will be implemented under USAID MISRA’s Component 3, Accelerate Financial Sector Reforms and Inclusion. This component focuses on governance, inclusion, and digital finance, with the objective of supporting development of an inclusive financial sector and supporting infrastructure to enhance efficiency, transparency, and resilience in the financial sector.

In 2020, the National Bank of Moldova (NBM) developed and approved the Concept for Development of Payments in Moldova. The main component from the concept refers to the implementation of a new instant payments system (IPS), due to be launched in early 2024. Instant payments are electronic payments that are processed in real time, 24 hours a day, 7 days a week, and 365 days a year (24/7/365). Under such a scheme, funds are made available immediately for use by the recipient. There are many advantages to instant payments, including: (i) instant settlement of funds leading to improved money and cash-flow management for businesses; (ii) lower costs compared to other electronic payment schemes such as debit cards; (iii) more innovation in services that are provided by banks and payments service providers; and (iv) additional flexibility to complete transactions and monitor accounts around the clock.

The brand manager for the instant payments system would manage 3 key areas of work: Brand Strategy Development, Identity & Design Management, and Marketing & Communication Management. The brand manager will support the product team and contracted vendors in guiding and developing the brand assets & communication library, oversee and guide the development of the go to market strategy, and support communication initiatives. The brand manager will guide the creation of the Launch & subsequent marketing campaign plan and oversee deliverables are on point with the brand strategy. Through these strategic efforts, the manager would drive brand awareness, engagement, and adoption of the instant payments system in the market.

Responsibilities and Tasks

The consultant will be responsible for the following tasks:

• Developing a comprehensive Brand Strategy document, outlining the purpose, voice, mission and underlying values for the Brand.
• Developing a brand positioning statement and a communication strategy doc
• Oversee the development of Brand Identity assets, defining a delivery process and framework, as well as crafting acceptance criteria
• Define and oversees the development of the Go-To-Market strategy, complete with communication assets for individuals, businesses and other stakeholders
• Work with the product team and vendors to define, develop and refine communication materials
• Coordinate with stakeholders & provide updates on progress & development of assets

Deliverables

• Brand Strategy: a comprehensive plan that outlines a company's long-term approach to developing and establishing a brand within its market. It serves as a roadmap for how the brand will be perceived and how it intends to achieve specific business goals.
• Positioning statement: a concise description that defines a brand's unique value in the market, how it differs from competitors, and why it matters to customers. It serves as a guidepost for all marketing efforts, ensuring that all communications and activities consistently reflect and reinforce the brand's desired position within the market.
• Communication guide: a comprehensive document that sets the standards and guidelines for how a brand communicates with its audiences. It helps ensure that all communication, whether internal or external, is consistent with the brand's identity, values, and positioning.
• Go-to-Market Strategy: A comprehensive strategy document outlining the approach, key tactics, and timelines for launching and promoting the instant payments system successfully. This strategy should cover target audiences, messaging, positioning, and a clear plan to achieve the objectives of driving brand awareness and adoption.
• Metrics and Performance Tracking: A framework for measuring the effectiveness of the brand strategy and marketing campaigns. This should include key performance indicators (KPIs) to track brand awareness, engagement, and adoption over time.
• Progress Reports: Regular progress reports that outline the implementation status of the strategies, campaigns, and initiatives. These reports should include insights, results, challenges, and recommendations for adjustments if needed.
• Training and Capacity Building: If required, a training program for relevant stakeholders (NBM staff or market participants) to ensure they understand and can implement the brand strategy consistently.

Skills and Qualifications:

• At least seven years of professional experience in brand strategy development, marketing, communication management, or related roles, with a proven track record of success.
• Familiarity with the financial sector, and at least three years of experience in digital finance or payments.
• Demonstrated expertise in developing comprehensive brand strategies, including defining brand purpose, voice, mission, and underlying values.
• Proficiency in using various marketing and communication channels to target different audiences and tailor communications accordingly.
• Strong project management skills to oversee the development of brand identity assets and communication materials, coordinating with cross-functional teams and vendors.
• Excellent interpersonal and teamwork skills
• Fluency in English and Romanian, written and spoken.

Supervisory Responsibilities and Reporting

The Brand Consultant will report to the Component 3 Lead – Financial Sector Reforms

How to Apply

We welcome your CV and preferably cover letter at Moldovajobs@nathaninc.com. Please apply by August 11th, 2023 with “Brand Consultant” in the subject line. This short-term position will remain open until filled.