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The Position
Job Title
Community Bank Marketing Manager
Job Description
Summary
The Community Bank Marketing Manager is responsible for directly supporting the Community Banks in their efforts to grow First United brand share and market share, along with their relationships within the individual communities in which they serve. This position needs a result-driven leader to own the performance of marketing campaigns designed to drive consumer and small business customer acquisition and cross-sell via the Community Bank channel. This shows up as support for special events, grand openings, market-specific campaigns, and SLW activities.
Major Duties & Responsibilities
- Proactively engage Community Bank and regional leadership to identify opportunities to grow product adoption and penetration within geographic servicing area
- This includes the coordination and communication with Spend Life Wisely Ambassadors (SLWAs), Social Media Ambassadors (SMAs) and Community Relationship Functional managers (CRFMs) that are designated for each market
- Research the market dynamics (including market share) and competitor strengths, positioning, and activities and use this information to create region-level annual marketing strategies
- Work closely with data and analytics to identify segments likely to bring additional revenue
- Research the micro journeys the target segments take to explore, consider, switch to, and adopt new brands at the Community Bank level
- Create offer, channel, cadence, and messaging strategies that accelerate the target segments through their micro-journeys as they discover our Community Bank presence
- Campaigns should focus on branch channel, owned properties, special events, retargeting, digital media, and SLW activities
- Work with creative, agency, bank leadership, compliance and marketing innovation to see that all campaigns are executed accurately and brand and SLW properties are used effectively
- Partner with analytics to measure the performance of all campaigns
- Build strong relationships across the organization, including with both support staff and Community Bank leaders, who are ultimately responsible for growing brand and market share with our customers and communities
- Support Community Bank and/or agency placement of local media with local market knowledge
- Partner with analytics to measure the performance of all campaigns through multiple measurement methods: A/B, multi-variant, lift/baseline, etc.
Additional Duties & Responsibilities
- Assists Marketing Department on other projects when necessary
- Oversees two Marketing Project Coordinators
- Completes all required compliance exams on a yearly basis
- Adherence to all First United Policies and Procedures and dresses professionally
- Key member of the marketing leadership team
Performance Metrics
Key performance metrics include but are not limited to:
- New customer acquisition via Community Bank special events, SLW activities, etc.
- Optimization of marginal cost per acquisition (MCPA)
- Feedback from stakeholders: community bank, SLW, product, LOB and vendors
Employee Specifications
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and Work Experience
- Bachelor's degree in Business, Marketing, Communications, or related field, or equivalent experience
- 2-3 years of product marketing, strategic marketing, channel marketing, or agency experience
- Experience working directly with financial services, B2B or retail verticals
- Demonstrated knowledge of how to build data-driven, multi-channel, direct marketing campaigns
- Ability to execute campaigns via MAP and/or CRM systems like Salesforce, HubSpot, Marketo, etc.
- Proactive communicator with a track record of strong teamwork and collaboration across all levels
- Ability to act as marketing, segmentation, VoC, and comms SME for internal partners
Technical/Functional Competencies
- Strong interpersonal and judgment skills
- Ability to prioritize and effectively manage multiple projects
- Outcomes-driven person who has experience working collaboratively across multifunctional teams
- Strong verbal and written communication skills
- Consistently demonstrates a high level of integrity
- High energy while maintaining the ability to remain disciplined and focused.
- Brings positivity to the team and organization.
NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as assigned by supervisor to meet the ongoing needs of the organization.
LI-MD3
All Locations:
Plano-Parkwood
If any applicant is unable to complete an application or respond to a job opening because of a disability, please email us at HR@firstunitedbank.com for assistance.
First United is an Equal Opportunity Employer. To the extent required by Federal or State law, First United does not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, national origin, or any other characteristic protected by law.
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