Manager, Affinity & Brand Marketing

If you’re looking for a meaningful career, you’ll find it here at Webster. Founded in 1935, our focus has always been to put people first--doing whatever we can to help individuals, families, businesses and our colleagues achieve their financial goals. As a leading commercial bank, we remain passionate about serving our clients and supporting our communities. Integrity, Collaboration, Accountability, Agility, Respect, Excellence are Webster’s values, these set us apart as a bank and as an employer.  

Come join our team where you can expand your career potential, benefit from our robust development opportunities, and enjoy meaningful work!

The Manager, Brand Marketing & Affinity, is responsible for developing and executing strategic marketing initiatives to drive brand awareness and engagement, customer loyalty, and affinity partnerships.  This role involves managing brand positioning, executing on affinity marketing programs and partnership activations in support of key business objectives for the company to achieve strategic goals, grow revenue and improve/maintain our brand reputation.  This role will champion the brand, ensuring cohesive brand standards and messaging are applied across all marketing and communication channels. This role will partner with cross-functional teams, including line of business marketing program managers, channel managers, corporate communications and corporate marketing team members to build brand marketing campaigns. Additionally, this role will lead external resources for effective and efficient implementation of campaigns and strategies and monitor expense of all brand initiatives.  This role reports to the Managing Director, Brand, Corporate Marketing Campaigns and Affinity.

Key Responsibilities

• Develop and execute brand marketing strategies to increase brand presence and support ongoing affinity partnerships.

• Oversee the entire lifecycle of brand content and activities that bring brand campaigns to life, including day-to-day aspects of content creation, maintenance, and governance, ensuring content remains fresh, relevant, in compliance with brand standards and within scope.

• Develop and maintain content roadmaps to streamline brand content production.

• Ensure consistency in brand messaging, visual identity, and tone across all marketing channels.

• Plan and execute integrated marketing campaigns that drive brand awareness, engagement and conversions.  Proofread/view all creative prior to release.

• Project manage and drive cross-functional collaboration with cross-functional teams, with both internal and external stakeholders to develop compelling content and campaigns.  Ensure clear activation plans, seamless execution, and on time deliverables.

• Coordinate with digital channels, website and social media teams to create a cohesive and unified digital presence, ensuring digital content supports broader brand marketing efforts.

• Manage project budgets. Monitor project profitability, revenue, invoices and utilization to ensure cost-effective execution of initiatives.

• Conduct market research and competitor analysis to identify trends, opportunities, and threats.

• Stay updated on industry best practices, emerging marketing technologies, and consumer behavior shifts.

• Provide insights and recommendations to enhance brand and affinity marketing strategies.

• Track and analyze key performance indicators (KPIs) to evaluate campaign effectiveness.

• Prepare reports and presentations for leadership, showcasing marketing impact and ROI.

• Monitor brand performance metrics and make data-driven recommendations for improvements to maximize marketing performance.

• Identify, develop, and manage strategic affinity partnerships to enhance brand engagement and customer loyalty.

• Oversee co-branded marketing initiatives, ensuring alignment with partner organizations.

• Leverage data insights to refine affinity marketing strategies and optimize campaign performance.

• As the brand champion, ensure all of our marketing messages and efforts are integrated, seamlessly executed, and will enhance brand and reputation.

• Conduct regular content audits to ensure accuracy, relevancy and consistency and produce gap analyses that identify areas of improvement, ensuring brand content consistently meets user needs and business objectives.

• Maintain, develop, and load content to digital asset management system in alignment with the organization’s brand guidelines.

• Support the development and management of the colleague store.

• Leverage technology to help operationalize our brand marketing campaign strategy across all