Senior Manager, Marketing

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Employer of Choice: ABA is recognized with a 2023 Great Company Culture Award and 2024 Great Place to Work designation!

Job Description:

The Senior Marketing Manager will be responsible for developing and implementing marketing strategies and campaigns for ABA products, resources, and initiatives.

The Senior Marketing Manager will develop messaging, targeted email campaigns, and marketing content and collateral for print, online advertising, web, social media, direct mail, and other channels.  This role focuses on marketing for ABA’s online training, certifications, and webinars in risk, compliance, retail and lending verticals, including messaging, data strategy, email campaigns, social, print, and digital advertising.

The Senior Manager will oversee an annual marketing budget and work closely with colleagues in the Office of Member Engagement to develop strategies to meet an annual revenue budget.

The Senior Manager will work regularly in ABA’s email platforms, Stensul and Salesforce Marketing Cloud, and serve as a ‘power user’ to assist the Senior Director and team members on email campaign execution. The position analyzes and reports campaign results and applies learnings to direct future campaigns and strategy.

The Senior Manager also leads marketing for ABA Communities, online forums for members to collaborate with bankers across the country. Other responsibilities include marketing support for ABA departments as needed, such as Public Relations, State Association Division, Communications, and Human Resources. Regular contact with ABA staff and external vendors is required, and the ability to manage multiple projects independently is essential.

Functions and requirements of the Senior Marketing Manager role:

• Project Management - Manage multiple projects independently with minimal supervision, providing strategic direction to in-house designers and copywriters.

• Liaison Work - Collaborate extensively with internal clients and external vendors to ensure plans and projects meet program goals.

• Campaign Analysis - Monitor, review, and report on all marketing campaigns, analyzing performance against goals and providing recommendations to improve effectiveness.

Key Responsibilities: 

Develop and execute marketing strategy for designated business lines within OME (compliance, risk management, financial crimes, retail, lending and payments).

• Create and implement comprehensive marketing plans based on strategic priorities identified by OME for online training, webinars, certificates, and certifications.

• Initiatives may include email campaigns, online and print advertising, web content, social media, direct mail, and sales collateral.

• Manage a $40K annual marketing budget and develop strategies to meet a $6M annual revenue budget.

Create and implement marketing strategy for ABA Communities.

• Develop a comprehensive, multi-channel marketing plan to encourage registration and engagement with ABA Communities among ABA member bankers.

• Collaborate with the marketing lead for ABA membership marketing to identify and leverage communications and other opportunities.

• Consistently report to ABA stakeholders from Communications and the Office of Member Engagement on plan initiatives.

Manage advertising for ABA products and resources in ABA marketing channels.

• Run meetings with Marketing, PR, and Web team to schedule placement of advertising