Position Summary
Microcredit Regulatory Authority (MRA) certificate number- 00488-00186-00065
BRAC is an international development organisation founded in Bangladesh that partners with over 100 million people living with inequality and poverty globally to create sustainable opportunities to realise potential.
BRAC Microfinance provides people who cannot access traditional financial banking services with access to a suite of financial services, including loans, savings and microinsurance. We provide an alternative to high-interest loans from informal lenders, supporting families to invest in income-generating activities, build assets, and reduce vulnerability to health shocks and natural disasters. Passionate about finance beyond formal banking systems? Join the BRAC Microfinance team to help build a more financially-inclusive society, where everyone can access finance when they need it - safely, responsibly and sustainably.
Working at brac is not like any other job. It is a platform where you can bring about real change for people who need it the most. We are not just dreaming of a better world, we are building it. Join us to find the way.
Job Purpose: This position is responsible for playing a key role in expanding access to inclusive insurance solutions among marginalized and underserved communities. This role goes beyond traditional marketing. it requires deep empathy, active listening, and the ability to translate community needs into meaningful, relevant insurance offerings. This position will engage directly with low-income households to understand their risks, vulnerabilities, and financial behaviors, and promote microinsurance products in a way that is trustworthy, accessible, and culturally appropriate also contribute sustainable portfolio growth through insight-driven communication, stakeholder collaboration, and innovative outreach strategies.
Job Responsibilities
Community Engagement & Empathy Building:
- Conduct regular field visits to interact with marginalized communities, including low-income households, informal workers, women entrepreneurs, and rural populations.
- Build trust-based relationships through respectful, empathetic, and culturally sensitive communication.
- Listen actively to community members to understand financial pain points, vulnerabilities, and protection gaps.
- Ensure customer voices and lived experiences are reflected in communication and product positioning strategies.
Needs Assessment & Consumer Insight Generation:
- Identify key risks faced by target communities, including health, climate, livelihood, and income-related vulnerabilities.
- Gather qualitative and quantitative insights to inform product positioning, customer engagement, and communication strategies.
- Continuously analyze market trends, consumer behaviour, and competitor activities to identify growth opportunities and improve market positioning.
- Collaborate with product development teams to integrate customer insights into product enhancement and innovation.
Strategic Leadership & Vision:
- Develop long-term brand and portfolio strategies for Microfinance by integrating market analysis, stakeholders’ insights and competitive assessment to ensure sustainable growth, enhance brand equity and, and strategic market positioning nationwide.
- Manage 360-degree marketing (ATL, BTL) campaign by integrating TVC, door-to-door campaign, community engagement, field activation, personal branding and digital activation to increase brand salience among low-income households, informal workers and rural populations.
- Defining and articulating the long-term brand vision, mission, positioning, values, and narrative.
- Manage the structure of the brand portfolio (e.g., master brand, sub-brands, endorsed brands) for clarity and synergy.
- Continuously analyze market trends, consumer insights, and competitor activity to inform strategy and identify opportunities.
- Align brand strategy with overall company business goals (growth, market share, profitability). Translate business objectives into brand initiatives.
Brand Identity & Expression:
- Be the ultimate authority on brand guidelines, ensuring consistent application of logo, typography, colour, imagery, tone of voice, and messaging across all channels.
- Provide strategic creative direction to internal teams and external agencies for all brand campaigns and assets.
- Craft the core brand story and key messaging pillars that resonate with target audiences and differentiate from competitors.
- Proactively manage brand evolution and refresh initiatives to stay relevant, while protecting core equity.
Cross-Functional Collaboration & Influence:
- Work closely with Performance Marketing, Product Marketing, and Growth teams to ensure brand consistency in all customer acquisition and retention activities.
- Partner with Product and UX/UI teams to ensure the brand experience is seamlessly embedded into the product/service itself.
- Act as the brand's evangelist internally. Educate and inspire all employees (from leadership to sales to support) on the brand promise and their role in delivering it.
- Brief, select, and manage relationships with external agencies (creative, PR, media).
- Conceive and oversee the execution of major brand campaigns (e.g., brand launches, repositioning, major awareness drives).
- Oversee the development of a brand-centric content strategy that builds emotional connection and authority.
- Collaborate on brand-level media planning, focusing on channels that build long-term equity (e.g., sponsorships, partnerships, premium digital, OOH).
Brand Measurement & Governance:
- Define KPIs & Metrics: Establish and track key brand health metrics (e.g., Awareness,
- Consideration, Preference, Loyalty, Sentiment, Net Promoter Score).
- Performance Reporting: Regularly report to the C-suite and board on brand performance, ROI of initiatives, and market perception.
- Crisis Management: Serve as a key advisor during reputational or PR crises, ensuring the brand’s response aligns with its values and minimizes long-term damage.
- Trademark & Legal: Work with legal to protect brand assets (trademarks, copyrights) and ensure all activities are compliant.
- Product Promotion & Awareness
- Design and deliver simple, clear, and relatable product messages tailored to different customer segments.
- Conduct awareness sessions, courtyard meetings, community campaigns, and one-on-one engagement activities.
- Address misconceptions regarding insurance products and build confidence in microinsurance services.
- Ensure consistent brand messaging and communication across all customer touchpoints and channels.
Partnership & Stakeholder Management:
- Build and maintain strong relationships with internal teams, field operations, development partners, local organizations, agents, and community leaders.
- Collaborate with media, creative, and outreach partners to ensure effective campaign execution.
- Coordinate with stakeholders to align outreach activities and ensure efficient implementation.
- Manage external agency relationships and monitor delivery quality where applicable.
- Monitoring, Reporting & Brand Performance
- Track outreach activities, customer engagement, campaign effectiveness, and conversion metrics.
- Monitor brand awareness, customer sentiment, and campaign performance indicators.
- Prepare regular reports with insights, lessons learned, recommendations, and ROI analysis of marketing initiatives.
- Document community feedback, success stories, case studies, and operational challenges.
- Support crisis communication and reputation management efforts when necessary.
SAFEGUARDING RESPONSIBILITIES
- Ensure the safety of team members from any harm, abuse, neglect, harassment and exploitation to achieve the programme’s goals on safeguarding implementation. Act as a key source of support, guidance and expertise on safeguarding for establishing a safe working environment.
- Practice, promote and endorse the issues of safeguarding policy among team members and ensure the implementation of safeguarding standards in every course of action.
- Follow the safeguarding reporting procedure in case any reportable incident takes place, encourage others to do so.
Additional Qualifications
Additional Job Requirements
- Strong knowledge of community engagement, microfinance/microinsurance, and rural customer behavior.
- Expertise in brand strategy, integrated 360° marketing (ATL, BTL, TTL, digital), consumer insights, and market analysis.
- Experience in stakeholder management, campaign execution, crisis communication, and brand governance.
- Strong analytical and data-driven decision-making skills.
- Proven leadership, negotiation, and agency management capabilities.
- Skilled in budget planning, marketing ROI, and financial analysis.
- Experience in product launch and go-to-market strategy.
- Ability to build and scale strong brands in competitive markets.
- This position is open for Bangladeshi nationals only.
Experience Requirements
- Minimum 6 years of experience in field marketing, brand management, community engagement, development programs, microinsurance, or related sectors.
Education
- Master's in Marketing/ Development Studies/ Social Science/ Business Administration or any relevant discipline from any recognized educational institution.
Experience
