This role is responsibility for developing marketing plans for every sales division of the Bank, working closely with the Executives and CEO. Responsibility includes oversight of annual compensation plan development, expense forecasts, contractual relationships, and legal/compliance review.
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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.
Translates line of business strategies into feasible and cost-effective marketing plans.
Present the business plans to senior leadership for approval; re-visit the plan quarterly to ensure activity is still aligned with business need
Has direct responsibility for the Bank’s digital campaigns via e-mail marketing. Develops the bank’s e-mail marketing calendar designed to reach clients, prospects, and centers of influence (attorneys/CPA firms).
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.
Responsible for the planning and administration of events which reach prospects each year. Events range from key sponsorships in conjunction with business journals to community events and CEO roundtables in key metro markets.
Directs the bank’s video marketing campaigns, if any.
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.
Directs the market segmentation of 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.
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.
Ensures that all communication programs reflect PMB’s value proposition and brand positioning and that communications are clear, compelling, and easy-to-understand. Provides oversight and administration of 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.
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.
Collaborates closely with peers and senior executives across the bank to ensure flawless alignment and program implementation.
Oversee effective deployment across all marketing channels including: direct mail, e-mail, digital (search and display), social, promotions, mass media (print, radio, out of home), branch merchandising, and sales tools.
Incorporate insights from client data analytics and market research; ensure the broader team is versed in industry product, promotion, and marketing trends.
Serve as key point of contact, with numerous cross-functional stakeholders, in a leadership role to ensure a seamless delivery and a consistent experience.
Responsible for efficient management and allocation of the marketing budget; develop yearly plan and ensure accurate monthly forecasting. Work closely with line of business partners to create a marketing plan that is within budget and aligned with business goals
Understand and apply approved risk management practices, including escalation of issues.
As part of marketing planning, and periodically throughout the year, conduct in-depth analysis of industry competition, market share (where available), market conditions, past performance of industry and field, operational constraints, and legal/compliance requirements
Create and execute programs designed to drive deeper Business relationships.
Identify opportunities to enhance the consumer and small business customer experience in both the offline and online environment
Contribute to and develop digital marketing projects and campaigns relating to Digital channels
Drive a data-intensive and analytical view into marketing activities
Ensure all programs have established reporting, KPIs, and connection to business impact.
Performs other tasks and duties as assigned.
Job Qualification
Minimum of 15 years of commercial banking marketing experience
Bachelors degree preferred
Computer & Software Skills
Must have foundational computer skills including: Microsoft Office Suite (Outlook email and calendaring) and the Internet.
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