First Vice President - Digital Marketing

Summary: The First Vice President of Digital Marketing is responsible for the development and execution of comprehensive digital marketing plans to drive online brand presence and engagement and facilitate product marketing strategies. This role will focus on optimizing digital processes, managing and developing data, and implementing a structure for leveraging data driven insights through marketing dashboards/KPI's. This role requires a deep understanding of SEO/Digital best practices and the ability to implement strategies that advance and support the organization.

Essential Duties and Responsibilities include the following:

• Collaborate with lines of business, share customer analytics, identify needs of the business and develop and implement the bank's marketing strategy. Partner with marketing leadership to establish implementation plan for Product, Brand and Digital Marketing.
• Oversee and direct the digital marketing functions to ensure alignment with the broader marketing strategy as well as the established brand elements.
• Establish Website Management Strategy, SEO/PPC strategy and design digital marketing campaigns to support/promote Brand and Product Marketing initiatives.
• Evaluate existing data and marketing metrics to establish a broader marketing analysis function to provide business intelligence to the organization.
• Works in partnership with marketing leadership to build a structure to enable the organization to know their customer and incorporate this knowledge into marketing strategy.
• Collaborate with stakeholders Lines of Business and Marketing to gather data, perform analysis, synthesize results, and deliver key insights
• Develop and oversee the structure for advanced analytics to monitor and optimize digital performance, analyze data to identify trends, measure the effectiveness of marketing campaigns, and make data-driven recommendations to enhance brand, product management and overall digital presence.
• Partner with Brand and Product team to measure marketing results and assist in corrective action to ensure achievement of marketing objectives.
• Develop and implement efficient marketing processes and workflows to enhance productivity and streamline operations for the implementation of a CRM tool.
• Establish a CRM structure for the Marketing Division, act as the primary point of contact for the CRM implementation and ensure effective adoption within the organization.
• Continuously research and integrate new tools, technologies, and methodologies to ensure the organization remains at the forefront of digital innovation
• Provide leadership, oversight and support to the marketing team. Coach and manage to ensure department objectives are met.
• Manage the development of goals, plans, budgets, cost benefit analysis, priorities and policies for website, digital and social media presence.
• Provide strategic direction and management for tracking/reporting/metrics of all marketing strategies.
• Establish and maintain relationships with internal partners, industry influencers, key community and strategic partners.
• Oversee/assist with the preparation of marketing analytics reporting and oversee presentations to executive management as required.
• Analyzes, interprets, and complies with government rules and regulations relative to banking/consumer protection.
• Complete all compliance training and comply with bank, federal, and state regulations.
• Adhere to departmental and bank-wide CARE standards. Comply with Bank Policies and Procedures

Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.

Education and/or Experience: Master's degree (M. A.) or equivalent; or 8 years related experience and/or training; or equivalent combination of education and experience.

Skills needed:

• Understanding of Marketing Industry; proven experience in digital marketing field
• Strong analytical skills with proficiency in data analysis and reporting tools.
• Familiarity with marketing automation and CRM platforms (e.g., Creatio, Salesforce), Predictive analytics and Segmentation/life cycle identification & strategy
• Excellent communication, time management and project management skills.
• Ability to thrive in a fast-paced, dynamic environment.
• Creative and Critical thinking
• Ability to work collaboratively with internal and external partners
• Strong work ethic and drive for results
• Personalization/Customer Journey mapping experience

Computer Skills: Microsoft Office Suite

Work Environment and Physical Demands:

The working conditions and physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the associate is regularly required to sit, use hands to sort, write and keyboard, and to listen and speak. The associate is frequently required to reach, walk, stoop, crouch. The associate is occasionally required to stand, lift, bend, drive and travel.