A strategic role designed to establish Alliance Life as Tanzania’s most innovative, customer-centric, and digitally advanced life insurer through integrated marketing communications and digital transformation. This position combines traditional marketing excellence (ATL, BTL, events, PR) with cutting-edge digital capabilities (social media, SEO, content marketing, generative AI) to create competitive differentiation in a market dominated by larger players. The role is instrumental in positioning Alliance Life as the “People’s Insurer” accessible, innovative & trustworthy.

Essential Duties and Responsibilities

The following is a list of essential functions, which may be subject to change at any time as the business requirements dictate. Management may assign new duties, reassign existing duties, or eliminate / alter a function.

• Integrated Marketing Strategy & Campaign Management: Execute comprehensive annual marketing strategy aligned to business growth objectives, target customer segments, and competitive positioning. Lead Above-The-Line (ATL) marketing initiatives including television commercials, radio advertising, billboard campaigns, newspaper and magazine advertisements. Execute Below-The-Line (BTL) marketing activities including branch activations, roadshows, exhibitions, sponsorships, direct marketing, and promotional events. Manage marketing budget ensuring optimal allocation across channels based on ROI, reach, and strategic priorities. Coordinate with agencies for campaign conceptualization, production, and execution. Establish marketing calendar aligned with product launches, seasonal opportunities, and business objectives.
• Digital Marketing & Social Media Management: Execute Alliance Life’s digital marketing strategy encompassing website, social media, search engine marketing, email marketing, WhatsApp marketing, and emerging digital channels. Develop social media content strategy that balances brand building, product promotion, financial education, customer stories, and community engagement.
• Content Creation & Brand Storytelling: Creating compelling narratives that emotionally connect with audiences and differentiate Alliance Life brand. Develop content strategy covering brand stories, customer success stories, financial education content, product explainers, thought leadership articles, and corporate communications. Establish content calendar ensuring consistent, relevant content flow across all platforms.
• Brand Management & Communications: Build and manage Alliance Life brand ensuring clear positioning, consistent identity, and strong equity in the Tanzanian market. Manage public relations function including media relations, press releases, media inquiries, crisis communications, and reputation management. Build relationships with key media in Tanzania’s insurance, finance, and business press. Monitor media mentions and social media sentiment, responding proactively to negative coverage.
• Marketing Materials & Collateral Management: Ensure availability of high-quality marketing materials supporting sales and distribution efforts across all channels. Work with Sales channels & Actuarial team to produce sales collateral including product brochures, policy summaries, proposal forms, sales presentation decks, and pitch books. Design and produce customer-facing materials. Manage print production relationships including printers, signage companies, and branded merchandise suppliers. Establish digital asset management system organizing all marketing materials for easy access. Ensure all materials reflect current brand standards, regulatory approvals, and accurate product information.
• Customer Insights & NPS Co-Ownership: Co-own Net Promoter Score (NPS) with Business Conservation & Customer Service Officer, using customer feedback to inform marketing strategy and brand messaging. Translate customer insights into marketing personas, messaging frameworks, and campaign strategies. Identify brand advocates and promoters for case studies, testimonials, and referral marketing programs.
• Partnership Marketing & CSR Initiatives: Collaborate with strategic partners on co-marketing initiatives, cross-promotions, and joint campaigns. Lead Corporate Social Responsibility (CSR) marketing including Financial Literacy Academy promotion, community engagement programs, and sponsorships. Build employer brand through internal marketing, employee advocacy programs, and recruitment marketing.

Qualifications and Experience Required

• Bachelor’s degree in marketing, Communications, Digital Marketing, or related field.
• 3-5 years of progressive experience in marketing, digital marketing, or communications in corporate environment (insurance, banking, telecoms, FMCG preferred).
• Professional certification in digital marketing (Google Ads, Facebook Blueprint, HubSpot Inbound Marketing).
• Demonstrated experience managing integrated marketing campaigns across traditional and digital channels.
• Proficiency in design tools (Canva, Adobe Creative Suite) and marketing platforms (Google Analytics, Facebook Business Manager), Video production and editing skills (Premiere Pro, Final Cut Pro, CapCut).
• Experience working with creative agencies and managing vendor relationships.
• Excellent communication and interpersonal skills, and presentation.
• Experience in insurance or financial services marketing in Tanzania or East Africa.
• Experience with marketing automation platforms (HubSpot, Mailchimp, ActiveCampaign) and Familiarity with generative AI tools for marketing (ChatGPT, Midjourney, Jasper, Copy.ai).
• Exposure to Tanzanian media landscape and regulatory environment.

General

Alliance Life Assurance Ltd (ALAL) promotes an inclusive workplace that provides equal opportunities for all employees, including reasonable accommodations for individuals with disabilities. For inquiries regarding physical demands, please contact Human Resources.

• Execute comprehensive annual marketing strategy aligned to business growth objectives, target customer segments, and competitive positioning.
• Lead Above-The-Line (ATL) marketing initiatives including television commercials, radio advertising, billboard campaigns, newspaper and magazine advertisements.
• Execute Below-The-Line (BTL) marketing activities including branch activations, roadshows, exhibitions, sponsorships, direct marketing, and promotional events.
• Manage marketing budget ensuring optimal allocation across channels based on ROI, reach, and strategic priorities.
• Coordinate with agencies for campaign conceptualization, production, and execution.
• Establish marketing calendar aligned with product launches, seasonal opportunities, and business objectives.
• Execute Alliance Life’s digital marketing strategy encompassing website, social media, search engine marketing, email marketing, WhatsApp marketing, and emerging digital channels.
• Develop social media content strategy that balances brand building, product promotion, financial education, customer stories, and community engagement.
• Creating compelling narratives that emotionally connect with audiences and differentiate Alliance Life brand.
• Develop content strategy covering brand stories, customer success stories, financial education content, product explainers, thought leadership articles, and corporate communications.
• Establish content calendar ensuring consistent, relevant content flow across all platforms.
• Build and manage Alliance Life brand ensuring clear positioning, consistent identity, and strong equity in the Tanzanian market.
• Manage public relations function including media relations, press releases, media inquiries, crisis communications, and reputation management.
• Build relationships with key media in Tanzania’s insurance, finance, and business press.
• Monitor media mentions and social media sentiment, responding proactively to negative coverage.
• Ensure availability of high-quality marketing materials supporting sales and distribution efforts across all channels.
• Work with Sales channels & Actuarial team to produce sales collateral including product brochures, policy summaries, proposal forms, sales presentation decks, and pitch books.
• Design and produce customer-facing materials.
• Manage print production relationships including printers, signage companies, and branded merchandise suppliers.
• Establish digital asset management system organizing all marketing materials for easy access.
• Ensure all materials reflect current brand standards, regulatory approvals, and accurate product information.
• Co-own Net Promoter Score (NPS) with Business Conservation & Customer Service Officer, using customer feedback to inform marketing strategy and brand messaging.
• Translate customer insights into marketing personas, messaging frameworks, and campaign strategies.
• Identify brand advocates and promoters for case studies, testimonials, and referral marketing programs.
• Collaborate with strategic partners on co-marketing initiatives, cross-promotions, and joint campaigns.
• Lead Corporate Social Responsibility (CSR) marketing including Financial Literacy Academy promotion, community engagement programs, and sponsorships.
• Build employer brand through internal marketing, employee advocacy programs, and recruitment marketing.

• Integrated marketing strategy and campaign management
• Digital marketing and social media management
• Content creation and brand storytelling
• Brand management and communications
• Public relations
• Marketing materials and collateral management
• Customer insights and NPS analysis
• Partnership marketing
• Corporate Social Responsibility (CSR) marketing
• Proficiency in design tools (Canva, Adobe Creative Suite)
• Proficiency in marketing platforms (Google Analytics, Facebook Business Manager)
• Video production and editing skills (Premiere Pro, Final Cut Pro, CapCut)
• Experience working with creative agencies
• Vendor relationship management
• Excellent communication and interpersonal skills
• Presentation skills
• Experience with marketing automation platforms (HubSpot, Mailchimp, ActiveCampaign)
• Familiarity with generative AI tools for marketing (ChatGPT, Midjourney, Jasper, Copy.ai)
• Understanding of Tanzanian media landscape and regulatory environment

• Bachelor’s degree in marketing, Communications, Digital Marketing, or related field.
• Professional certification in digital marketing (Google Ads, Facebook Blueprint, HubSpot Inbound Marketing).