Director of Marketing
Classification: Exempt
Salary Grade: Pay Grade 8 – Senior Management
Reports to: Executive Vice President, Director of Client Experience, and Innovation
Date: February 2025
Summary/Objective: The Director of Marketing is responsible for overseeing and leading the marketing efforts of the Bank. This includes creating and executing marketing strategies, managing marketing budgets, and supervising a team of marketing professionals.
Essential Functions: Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Responsible for the development and implementation of Community Bank’s targeted marketing offers and announcements via email, online banking, text messaging, direct mail, traditional and social media advertising, internal and external publications/communications, retail branch merchandising programs, product promotions, inbound marketing strategies, marketing automation, and special projects.
• Coordinate the planning, implementation, and controlling (measuring) of effective marketing campaigns. Prepares project reports, timelines, result forecast, budget impact, and return on investment (ROI) analysis.
• Analyze all distribution channels, specifically online banking and mobile banking, to ensure effective communications and that the Bank continually delivers the most appropriate product(s). Develop and execute customer segmentation and targeting strategies to improve campaign effectiveness.
• Direct and manage advertising and customer communications content including collateral/promotional material, digital messaging, and strategic communications about the company. Develop and oversee content marketing strategies to improve engagement and build brand awareness.
• Make recommendations to management for new markets and products and/or redesign of existing products based on client surveys, Marketing Customer Information File (MCIF) data, research of local competitors, peer banks, and national innovators.
• Assure Community Bank’s website content is up to date, aligned with strategic goals, enhances Community Bank’s brand, and provides appropriate and timely information. Ensure best-in-class website and digital product functionality.
• Ensure all marketing materials adhere to Community Bank’s brand standards and that all external communications are written and/or prepared to the highest level of quality and professionalism. Ensure all marketing materials and external communications are error-free.
• Oversee marketing research programs including the development and implementation of regular client surveys, post-service client surveys, focus groups, and other feedback mechanisms to evaluate Community Bank's products, service, and delivery system.
• Work with various business units to ensure that marketing efforts align with business goals.
• Lead the marketing technology strategy to support the growth objectives of the Bank. Evaluate purchased versus outsourced solutions with a focus on data, analytics, measurement, and marketing automation.
• Oversee preparation and coordination of strategic internal and external communication including all press releases, media correspondence, social media, and other public relations responsibilities.
• Secure and direct agency resources (agency, regulatory and legal) in accordance with corporate direction and budgetary resources.
• Maintain an active network of marketing professionals and external resources to increase industry awareness.
• Plan and organize client and/or market events.
• Direct management of the allocated marketing budget.
This job description is not intended to be all-inclusive. The employee may be requested to perform other reasonable related duties as assigned by the Bank's management.
Other Duties:
Competencies:
Ethics/Integrity: Knowledge of practices, behaviors, applicable laws, rules and regulations governing proper business conduct.
Adaptability: Knowledge of successful approaches, tools and techniques for dealing with changes and adapting to a changing environment.
Customer Service: Works well with customers, promotes a positive image of the company, strives to solve issues raised by customers.
Productivity: Manages workload, works efficiently, meets goals and objectives.
Quality: Strives to eliminate errors, accurate work is a priority, seeks opportunities to improve products/services.
Cooperation: Willingness to work harmoniously with others in getting a job done. Readiness to respond positively to instructions and procedures.
Supervisory Responsibility:
Marketing Department Staff
Work Environment:
This job operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets and fax machines.
Physical Demands:
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to stand; walk; use hands to finger, handle or feel; and reach with hands and arms.
Position Type/Expected Hours of Work:
Community Bank has adopted a 40-hour work week. Some flexibility in hours is necessary based on the location assignments, but the employee must be available during the “core” work hours of 8:00 a.m. to 4:30 p.m. Monday through Friday and must work at least 37.5 hours each week to maintain full-time status.
Travel:
Travel for this position is limited to travel for meetings/training.
Required Education and Experience:
• Bachelor's degree in marketing, communications, business administration, or a related field.
• Minimum of 7 years of marketing experience, preferably in the financial services industry.
• Knowledge of marketing automation software, CRM, and digital marketing tools.
• Strong analytical skills and experience with ROI analysis.
• Experience in developing and executing effective inbound marketing strategies, including search engine optimization (SEO) and content marketing.
• Proven track record in successfully executing integrated marketing campaigns.
• Experience in developing and managing budgets.
• Excellent communication and leadership skills.
• Ability to work collaboratively with various business units and external partners.
Preferred Education and Experience:
Additional Eligibility Qualifications:
Strong clerical skills, good communication skills and professional appearance are necessary for this position. Proficiency with a computer, adding machine, copier, fax machine, and other office equipment are required.
AAP/EEO Statement:
Community Bank is an equal employment opportunity employer. It is the policy of Community Bank to afford equal employment opportunity and to recruit, select, hire, train, transfer, and promote individuals in all job titles regardless of race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age, disability, genetic information, Vietnam era veteran, disabled veteran, or other eligible veteran status.