Community Bank Marketing Manager

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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 & Responsibil