The Director of Marketing will report directly to the Chief Marketing Officer, with responsibility for developing marketing plans for every division of the firm, working closely with the division execs, the CMO and CEO. The Director of Marketing will direct an internal team of project managers and designers, as well as provide direction and oversight to the bank’s full-service digital and marketing agency. Responsibility includes oversight of annual plan development, expense forecasts, contractual relationships, and legal/compliance review.
1. Maintains a keen understanding and working knowledge of the competitive environment in order to provide advice and counsel to the CMO, and direction to the marketing team, which will ensure Opus Bank’s competitive edge and ability to continually take market-share. Understands, from the perspective of the bank’s business units, their perspective of the competitive set.
2. Administers the annual planning process, working closely with senior division executives. Assesses sales goals, market plans and expansion, marketing needs and develops annual operating budgets.
3. Has direct responsibility for firm’s digital campaigns via e-mail marketing. Working closely with division execs, develops the bank’s e-mail marketing calendar designed to reach clients, prospects, and centers of influence (attorneys/CPA firms).
4. Is responsible for the bank’s websites. Maintains the integrity of all content on the website and is responsible for the desktop and mobile user experiences. Develops metrics which enable the firm to assess and improve the user experience and access to the firm’s bankers and products.
5. Responsible for the planning and administration of events which reach over 150,000 prospects each year. Events range from key sponsorships in conjunction with business journals to community events and CEO roundtables in key metro markets.
6. Directs the bank’s video marketing campaigns which spotlight the Opus Bank client experience.
7. Responsibility for the bank’s internal marketing campaigns – including the bank’s intranet and e-mail campaigns designed to keep our executives, leadership and front-line teams informed relative to marketing programs, campaigns, and results.
8. Directs the market segmentation of each division’s client and prospect base as well as target list acquisition. Works closely with staff and I/T management to ensure database structure and integrity in order to develop and administer digital media campaigns. Ensures compliance with the Bank’s do not mail/call databases.
9. Provides direction for, and oversight of, the development of integrated media campaigns. Ensures systems and process are in place for teams to obtain product and program facts, restrictions and key-selling features. Provides direction to internal staff and agency resources for the development of external-facing communication programs.
10. Ensures that all communication programs reflect Opus Bank’s unique value proposition and brand positioning and that communications are clear, compelling, and easy-to-understand. Provides oversight and administration of Opus Bank’s style guide of acceptable language, product and program descriptors, and key-selling features in order to scale both internal and external resources and continually improve efficiency levels.
11. Develops policies, systems, and procedures to ensure regulatory compliance, appropriate legal review (Trademark protection, contractual agreement, consent forms), and regulatory files/audit requirements are met.
12. Collaborates closely with peers and senior executives across the firm to ensure flawless alignment and program implementation including but not limited to the Call Center, Banking Offices, Field Operations, the Head of Sales, relevant Division Executives, and the entire marketing team.
13. Demonstrates exceptional internal communication agility, directing the development of promotional calendars, and on-going internal communication of programs, plans and successes.
14. Demonstrates and exemplifies those values and characteristics which are essential to the Marketing Team’s success:
a. Great Attitude : realize that the energy and attitude they bring, impacts not only their performance but the performance of those around them
b. Transparency : They are direct, factual, and straight-forward
c. Demonstrate Maturity : Regulate their emotions in order to represent the best interests of the firm
d. Flexibility : They realize it’s not all about them. They ask questions for greater insight, and make recommendations relative to alternatives, options, or other solutions
e. Creativity Leadership: provide thought-leadership to keep the team out of a rut, constantly seeking new ways to improve our work product
f. Performs performance reviews on the spot – in order to foster a learning environment and immediate feedback loop—serving as a coach and mentor to their team. Fosters the career development of high potentials by finding opportunities for them to join senior and executive level meetings and to take on increasing responsibility.
Key Position Requirements
· Financial services marketing or related agency experience with 5+ years in a senior leadership position
· College degree required, but may be substituted for 10+ years of related experience and a proven track record of success
· Demonstrated ability to perform in a rapidly moving, quickly evolving work environment
· Exceptional verbal and written communication skills
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