Comerica Bank

Small Business Brand Affinity Program Manager

This role is responsible for managing and maintaining all operational aspects of Comerica's unique programs designed to build brand affinity in the markets we serve. This includes building a growing team of Marketing colleagues to execute programs, coordinate expansion to other markets, and transition our coworking office space program from proof of concept to an operational standard.

The scope includes managing a team, customer platforms, supplier relationships, fulfilling customer benefits, measuring and reporting program utilization and establishing strategic direction to evolve the expansion of programs, platforms and process enhancements.

The suite of Brand Affinity programs includes, but is not limited to:

• Comerica CoWorkSpaces® (coworking office space).
• Comerica ShredSite® (document shredding service).
• Comerica SmallBizCo-op® (offering value-add benefits for small business customers).

The role is responsible for collaborating with Corporate Real Estate, Retail Bank, Legal, Marketing/CX and external partners (creative & design agencies, platform support agencies, etc.) in support of program goals & objectives.

Position Responsibilities:

Manage Brand Affinity Programs

• Own the strategy for customer's experience in the CoWorkSpaces® and ShredSite® programs.
• Assist execution of SmallBizCo-op® programs with dotted-line responsibility to specific Brand Marketing-owned programs.
• Establish and manage ongoing program governance and measures for success.
• Collaborate with Corporate Real Estate and Retail Bank on new market buildouts.
• Oversee day-to-day CoWorkSpaces® reservations and experiences at the Banking Centers in partnership with Retail.
• Collaborate with team on the development and/or improvement of processes that have enterprise-wide benefits to maintaining and evolving all experience touch points.
• Coordinate Radio & Banking Center digital ads directly with small business customers.
• Collaborate with key stakeholders to build business cases for future Brand Affinity initiatives.
• Drive Change Management with teams to activate new ideas and possibilities. Create excitement around transforming experiences for customers & colleagues.

Manage reporting to support strategic guidance of programs

• Report progress of Affinity Programs via Brand Awareness and Consideration metrics at the market level; and learnings about hyper-local demographics on a site-by-site basis as indicators of success.
• Report results and drive proposals to adjust/expand the program to executive management.
• Lead 1099-MISC reporting to provide to Tax Department for use of CoWorkSpaces, Sports tickets and radio ads.
• Study and utilize data & research provided by the CX team. Provide strategic fact-based guidance to evolve the program.
• Effectively communicate in verbal and written venues to senior & executive level leaders to present strategic opportunities.

Manage team, suppliers & budget

• Guide and lead team to execute the programs in the markets and collect program data.
• Guide cross-divisional teams to ensure ongoing collaboration and shared learnings so that customer and Banking Center colleagues drive a consistent interpretation and delivery of ideal experiences.
• Foster career growth, remove obstacles for team.
• Track and manage budget to plan.
• Hold suppliers accountable to agreements.

Manage technology

• Oversee usage and enhancements to program platforms including scheduling system, DocuSign, CRM/Converge integration, etc.
• Collaborate with Technology on any upgrades to platforms or systems
• Oversee remediation of system outages.

Manage Risk

• Ensure compliance with Legal & Regulatory obligations.
• Craft Program Procedures and activate in practice.
• Be a Risk leader.