The Director of Marketing develops and drives the strategy and execution related to promoting products, services and initiatives. This role will manage marketing deliverables, serving as the project manager of industry-wide campaigns and initiatives. The Director must be able to think strategically, working collaboratively, as well as independently to ensure deliverables are achieved and timelines are met.
This position regularly engages with cross-functional teams and stakeholders. Effective communication/presentation skills paired with strong project management skills are essential in this role.
Key Duties:
- Develop and execute marketing strategy for advocacy-related products and initiatives, working with key stakeholders and experts within the Policy and Political Engagement divisions, including Advocacy & Innovation, Economics & Research, Regulatory Compliance and the State Association Alliance.
- Support Card Policy Council initiatives by developing and executing payments-focused marketing and advertising campaigns.
- Work with subject matter experts (SMEs) to develop strategy, messaging and creative for campaigns targeting the Hill, government agencies, regulators and/or bankers.
- Lead marketing efforts for free expert webinars. Develop copy, creation webpage and promotion campaign. Provide guidance to SMEs on scheduling and presentation materials.
- Develop and execute marketing strategy for training products in the retail banking vertical, working closely with OME market strategists to meet identified priorities. Regularly review and adjust strategy to meet revenue goals.
- Collaborate with Communications team members, including Design and Copywriting, Public Relations, social media, and Web team, to create marketing content.
- Develop and implement integrated marketing campaigns through social, email, direct mail, paid search and digital channels. Monitor and analyze campaign performance, modifying as needed to ensure optimal performance.
- Build and execute email journeys in Salesforce Marketing Cloud. Identify ways to increase and/or optimize SFMC to drive results.
- Work with internal SME’s, Web team and Creative Services to update and/or revise Web content in assigned areas, including messaging and graphics.
- Facilitate meetings with stakeholders establishing project goals and objectives, desired outcome, budget and timelines.
- Set, allocate and monitor budget for marketing projects.
- Work with the VP and SVP of Marketing to manage and enforce branding guidelines (internal and external).
- Participate on the Webinar Editorial Board and assist with the review and approval of free member webinar proposals. Identify opportunities for cross promotion/collaboration with paid webinars/trainings.
- Other duties as assigned by business need.
Requirements
- Bachelor’s degree in marketing, communications, or related field preferred or commensurate experience.
- 8-10 years of marketing experience executing multi-channel marketing campaigns including email, social media, paid search, and digital channels.
- Experience with an email marketing automation platform such as Eloqua, Salesforce, or Marketo required.
- Experience analyzing performance-based metrics and implementing data-driven insights to enhance campaign strategy.
- Experience presenting information to internal and external stakeholders.
- Experience with Google Analytics and digital advertising, including targeting tactics.
- Strategic thinker with demonstrated ability to conceptualize, build, and implement comprehensive, integrated marketing plans.
- Highly organized with the ability to combine strategic direction with hands-on tactical execution
- Knowledge of creative processes and ability to provide clear creative direction to copywriters, designers, and production managers.
- Strong project management skills and ability to drive consensus across cross-functional teams.
- Experience managing multiple projects in a fast-paced, deadline-driven environment.
- Excellent verbal and written communication skills, including copy editing and proofreading.
- Excellent attention to detail.
- Ability to travel as needed (<20%).
