We are working with a confidential financial services firm in their search for a world-class VP of Client Digital. This is a hybrid role that will require that you work two days per week from one of the firm’s offices located in Illinois, Wisconsin, or Minnesota. During my initial pitch to you, I can share with you a complete list of those locations.

As the organization’s new VP of Client Digital, you will lead its strategy and roadmap for enterprise-wide digital and mobile. It will fall to YOU to ensure that the organization delivers an exceptional digital experience across all stages of engagement with its brands, and across each type online event, tool, report, and resource.

That means delivering on a multi-product, multi-channel, multi-touch, multi-device roadmap focused on client acquisition, onboarding, and engagement in a seamless, frictionless way.

You and your team will lead and grow THREE sites:

1./ A home mortgage site with a focus on rural markets, which will launch in the first quarter. It will look like it’s live in January, but it won’t be live until March. That site will be focused on the consumer mortgage market. Competitors would be any major financial institution as well as RocketMortgage. That consumer is different than a core farmer.

2./ The organization’s main site, which offers commercial and business financial services to farmers and agribusinesses.

3./ A third site, which provides secondary market agriculture loans. It offers a range of long-term loans for farm and ranch real estate, as well as appraisal services. The site primarily serves agricultural lenders, including community banks, nationwide banks, and agricultural finance companies, helping them expand their agricultural loan portfolios.

Variously, the sites …

offer rate information,
host specific informational, educational, or promotional content, tools, and events,
help clients to access their accounts and other services, and
serve a range of purposes, from offering general information to client-specific services like online banking and account management.

For each of those sites, you’ll be working with Marketing to get the right people into the right slot in the right funnel at the right time, then helping them make better decisions with more useful and engaging content as they make their way down the funnel. As you “work the building,” you’ll need to think in part like a product manager.

The keys to turning each funnel into a greased chute will be better data, content, and personalization.

How do we get really clear on who our target clients are (and what they NEED)?
How do we move those clients to and through the funnel?

That’s a combination of driving greater awareness of the brand, but it’s also making sure the CONTENT gets marketed effectively.

And: What does that AI-proof content look like? Again, some of the organization’s clients are Gen-Z’ers. Others are Boomers. You’ll be designing / testing / optimizing / personalizing for BOTH.

Digital Client Roadmap and Strategy

Sets the vision and digital strategy, communicating the roadmap across a wide range of teams. Delivers strategic leadership in the evolution and impact of digital and mobile banking. Identifies and evaluates digital opportunities, driving competitive advantage and enhancing client value.
Collaborates with Marketing to develop strategies to drive digital adoption and self-service while enhancing and ensuring a consistent and positive digital client experience.
Develops and leads the SEO strategy to ensure top search engine rankings and deliver personalized content across all client journeys. Prioritize SEO to establish authority in key areas, collaborating with the marketing team to integrate SEO insights into the broader paid search and site search strategies.
Develops and implements a comprehensive content strategy for the websites that align with the overall marketing calendar and addresses each stage of the customer funnel. Designs targeted strategies for different customer segments and collaborates closely with creative and marketing teams to brief and create assets that bring product and client stories to life on the website.
Measures the performance of these assets and strategically leverages them with various audiences using personalization techniques.

Digital Client Experience

Oversees secured digital experiences, enabling clients to manage funds, pay bills, and optimize capital, using full-funnel web metrics to enhance the client experience, collaborating with Research and Client Experience (CX) teams to gain a deep understanding of the client experience. Partners with Business Technology (BT), leveraging an agile format to bring the roadmap to life.
Oversees multiple public sites, utilizing expertise in personas and the marketing technology (Martech) stack to create engaging content and drive client interactions through various channels. Collaborates with Marketing and Business Technology (BT) to deliver hyper-personalized website experiences.
Champions the understanding and strategic use of the full suite of Martech tools, including personalization, testing, tagging, and landing pages. Drives the usage and adoption across teams to maximize their effectiveness.
Leads the analysis and understanding of risk, fraud, and compliance requirements in digital channels. Collaborates with BT and Operations leadership to design, implement, and oversee effective mitigating controls.
Partners with Sales and Operations leadership to ensure the roadmap delivers the desired omnichannel experience through the full funnel.
Oversees the systematic use of analytics and client feedback to uncover opportunities, track and optimize key performance indicators (KPIs), and inform decision-making.
Partners with BT to leverage agile teams and methodologies to develop stories, size efforts, and create metrics to optimize sprint-level throughput.
Utilizes data analytics and insights to foster a test-and-learn culture, informing decision-making processes and driving data-driven strategies.
Owns, tracks, and reports on goals and KPIs using data-driven insights.

Leadership and Team Management

Champions the brand; serves as a role model for the vision, mission, core values, and key belief statements of the organization.
Promotes a positive work environment that leverages the talents and abilities of team members in achieving organizational and team goals.
Communicates business expectations and goals to team and is responsible for team’s results.
Collaborate closely with IT and other departments to ensure resource prioritization aligns with business goals.
Drives continuous process improvement, change management, use of technology, and develops best practices within the team.
Ensure timely and on-budget delivery of products on the digital roadmap while clearly communicating progress and expectations to internal teams and partners.
Manages team workloads and adjusts as needed in order to remain as efficient as possible.

Strategic Leadership

Champions client digital products across business units and departments.
Is responsible for ensuring products are aligned with business objectives and strategy.
Actively participate in leadership and executive discussions and planning sessions.
Develop, own, and manage comprehensive digital business plans, including timelines and milestones.
Provide strategic leadership and oversight for the design, implementation, troubleshooting, and training of new features and functionality.
Identifies products and services to develop and/or purchase through client feedback, research, and industry networking.
Reviews client-facing capabilities and anticipates future function requirements.
Develops strong relationships with other leaders across the bank to enhance the Team Relationship Model.
Serves on various formal and informal organization teams and committees to further the bank’s mission and vision.

Minimum Qualifications

Bachelor’s degree in business administration, marketing, agribusiness, or related field or an equivalent combination of education and experience sufficient to perform the essential functions of the job.
Ten or more years of leadership and management experience preferred, with a track record of hiring, leading, and training high-performing digital teams.
Proven experience in full-funnel web metrics, including the ability to analyze, interpret, and optimize data to enhance and optimize the client journey and overall digital experience.
10 or more years of experience creating and optimizing large-scale digital experiences in financial services and an emphasis on agricultural or rural lending preferred.

Skills & Abilities

Demonstrates visionary thinking and expertise in digital strategy to develop and communicate a comprehensive roadmap that enhances the entire client digital experience across the full funnel.
Strong analytical skills, capable of identifying patterns and making data-driven decisions to enhance and elevate demand generation practices.
Demonstrates exceptional relationship-building and consensus-building abilities.
Expansive knowledge of industry trends and best-in-class solutions.
Deep understanding of web content, design, and user experience to create compelling experiences.
Extensive knowledge of client personas, age groups, and varying levels of digital engagement.
Excellent communication skills with the ability to effectively present to senior leadership.
Strong organizational and project management skills.
Systematically uses research, analytics, and client feedback to uncover opportunities.
Demonstrates exceptional storytelling skills, capable of bringing others along on the journey to create compelling experiences.
Committed to understanding and improving the client experience, helping others see through the client’s eyes.

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