Country Corporate Affairs Head
This role will ensure to protect, build and promote Citi’s image, brand and reputation externally and internally through effective media strategy and execution and internal communications.
I. Drive Media coverage for Citi
a. Handles coverage for GCG, ICG and GWM either business-initiated (with request for PR support) or self-initiated(scout for possible stories to pitch to the press).
b. Develops strategy for media coverage, prepares publicity plans and when approved moves to implementation/execution, then monitoring to measure success.
c. Generates stories on the business with various themes – market leadership, innovative products, value for money offers.
d. Builds image of CCO and key Citi executives to humanize the Citi brand; coaches key executives on media handling, and other external communication approaches.
e. Crafts communication spiels as needed on various issues – e.g. Citi’s financial strength, customer fraud, etc. – and echoes to front liners as needed.
II. Pursues Creative Editorial Executions
a. Leverages on strong relationships with editorial and advertising teams of key media for creative editorial executions that deliver substantial cost savings for Citi.
b. Leads launch of editorial series in various newspapers and magazines such as:
i. Rewarding Experiences with Citi
ii. Instant Citi Rewards
iii. True Wealth
iv. Good cents
v. Six pillars of Citigold.
III. Initiates Internal Communication
a. Serves as Editor in chief of quarterly online newsletter – Bridges
b. Publishes CCO Business Letters monthly (save for months when Town Halls are held or an issue of Bridges is scheduled)
c. Creates messages / themes for CCO Town Halls and prepares the deck with inputs from various businesses
d. Drafts executive announcements as needed – e.g. crisis situation such as Typhoon Ketsana, New Year priorities
e. Pushes for coverage for Citi Philippines in internal communication channels – Asia Pacific Today, Citi Today, AP Media Monitor, Citi World, etc.
IV. Promotes financial education / Citi’s thought leadership in financial capability
a. Leads consumer education initiatives such as Use Credit Wisely
b. Serves as resource person or provides resource materials to key publications on Money features e.g. Good Housekeeping, Smart Parenting, Cosmopolitan
c. Arranges for exclusive partnership with publications such as the GWM and BusinessWorld partnership, where the newspaper runs the bi-monthly column of Citi analyst Norman Villamin in their Wealth Manager section.
V. Monitoring of media coverage for Citi, financial industry and key competitors
a. Manages external service provider Media-Meter
b. Distributes daily news headlines to Country Management Team and key executives
c. Manages submission of Citi coverage to Carma for monthly monitoring for PR share of voice, media score and leading messages
VI. Media Networking
a. Liaises with critical media to promote coverage for Citi, and pitch exclusives whenever possible
VII. Manages Media complaints
a. Serves as point of contact for complaints of media who are clients, or clients who course complaints through media channels. Manages the situation to avert publication.
b. Manages ongoing relationship with Phil. Daily Inquirer for 8 years now where consumer columnist forwards complaint on Citi and we act within 48 hours. When client is appeased, complaint is dropped and we prevent publication.
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