Summary

The Consumer Lifecycle Marketing will drive Customer Lifetime Value (CLV) by crafting acquisition, onboarding, cross-inform, activation, engagement and win-back strategies. integrated strategies driving deposit, loan, and product growth across the enterprise through data-driven strategies and campaigns. This is accomplished by aligning business lines and elevating the Spend Life Wisely (SLW) message, strengthening customer trust, deepening relationships, and delivering measurable results, while ensuring marketing investments are optimized and budgets are effectively managed.

Function

The goal is to produce measurable, full-funnel results by engaging the right person, with the right offer, in the right channel, at the right time. Along with CLV, Customer Acquisition Cost (CAC) and Return on Marketing Investment (ROMI) are key metrics that this leader is responsible for optimizing.

This role involves both strategy and execution. That means growth opportunities are identified by partnering with line of business leaders, community bank leadership, and department leaders. Then, high-propensity targets are selected, offers crafted, and campaigns developed and fully launched. The work includes analyzing opportunity, developing messaging, gaining compliance approval, informing stakeholders, managing projects, and measuring results.

The role will foster valuable partnerships with our community bank, retail and product organizations to drive strategies focused on engaging customers and prospects as they travel through their buyer’s journey. The mission is to “meet the customers where they are.”

Areas of Focus

· Retail: Lead the team that develops and implements strategies to drive retail deposit and loan growth through acquisition, activation and cross-inform campaigns. Engage the customer through the entire lifecycle from awareness through conversion and into up-sell. Equip bankers with the tools and insights they need to better serve customers and position the bank as their trusted financial partner.

· Community Banks: Support the growth of community banks by driving deposit and loan expansion, while reinforcing trust in our brand among both external customers and internal partners. Develop region-specific strategies tailored to local market needs and target audiences. Partner with community bank marketing teams to establish clear processes, performance metrics, and strategic guidance that ensure consistency, alignment with our SLW message, and delivery of impactful resources.

· Supervision: Manage a team of four direct reports whose main focus is the direct support of Community Bank events, sponsorships, and local special offers.

o Community Bank & SLW Event Coordination: Manage community bank event strategies and marketing requests, and oversee the in-person channel experience, including print, lobby, and frontline marketing assets.

o Design: Oversee the design and creative function to maintain brand consistency and deliver graphics and visual assets for campaigns, leadership, and business units.

o Compliance: Serve as the First Line of Defense for compliance, reviewing advertising and campaign materials.

o Brand Experience: Lead digital engagement strategies across social media and community channels, and drive participation and brand adoption through event-driven campaigns (e.g., UAK, seasonal initiatives).

Capabilities

We need someone who excels at multi-channel lifecycle campaign strategy and operational excellence. This person will be responsible for growth campaigns and for leading the team that supports Community Bank Marketing. Critical to success will be a deep collaboration with Retail Operations, Product Management, and Analytics to drive measurable outcomes.

The ideal candidate is well-versed in data-driven marketing best practices, customer journeys, and building high-performance teams.

Major Duties & Responsibilities

· Proactively engage product and community bank partners to identify opportunities to grow customer acquisition, product adoption and penetration within targeted segments

· Oversee the team that supports local Community Bank events and sponsorships and proactively manages the inventory of in-branch materials by monitoring use patterns, staying on top of current campaign schedule, Community Bank feedback, etc.

· Research the market dynamics (including market share) and competitor strengths, positioning, and activities

· Work closely with data and analytics to identify segments likely to bring additional revenue

· Research the micro journeys the target segments take to explore, consider, purchase, and adopt new products

· Create offer, channel, cadence, and messaging strategies that accelerate the target segments through their micro-journeys

o Campaigns should focus on direct channels, owned properties, events, retargeting, paid & search digital media, and SLW activities

· Work with creative, agency, organization leadership, project management and marketing innovation to construct a channel strategy built around the customer: digital, in-person, owned, producer, etc.

· Partner with analytics to measure the performance of all campaigns through multiple measurement methods: A/B, multi-variant, lift/baseline, etc.

· Financial management of cost-per-acquisition efficiency, revenue, product/service unit sales, customer relationships, profitability goals, and direct marketing budget

Additional Duties & Responsibilities

· Meet frequently with end-users (bankers) and their leaders to learn about their sales environment and scenarios, and challenges they need to overcome.

· Stay up to date on bank performance metrics and identify ways for the bank to better achieve annual goals.

· Be a thought leader in the arena of journey-directed continuously advance the practice at First United.

· Be a thought leader in the arena of journey-directed marketing and using customer profile and engagement data to “meet the customer where they are.”

· Frequently provide insights on high propensity customer segments, the current penetration and cross-sell ratios with each, and opportunities for growth.

· Complete all required compliance exams on a yearly basis.

· Adhere to all First United policies and procedures.

· Dress professionally.

· Perform other duties as assigned by manager.

Performance Metrics

Key performance indicators include but are not limited to:

· Full completion of agreed-upon campaigns: strategy, sizing, messaging/offers, build, training, launch, and tracking + measurement.

· Achievement of agreed-upon campaign metrics: quantities, engagement rates, application starts & completions, balances, and budget.

· Lift over baseline growth performance.

· Direct reports’ achievement of goals and execution of projects.

Employee Specifications

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. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and Work Experience

· Bachelors degree in related disciplines, such as Marketing or Business required

· MBA preferred

· Minimum of eight (8) years of product marketing, strategic marketing, channel marketing, or agency experience

· Experience working directly with financial services, B2B or tech verticals

· Demonstrated knowledge of how to build data-driven, multi-channel, direct marketing campaigns

· Ability to execute campaigns via MAP and/or CRM systems like Safesforce, HubSpot, Marketo, etc.

· Proactive communicator with a track record of strong teamwork and collaboration across all levels

· Ability to act as marketing, segmentation, VoC, and comms SME for internal partners

Technical/Functional Competencies

· Demonstrated success in brand strategy and growth for a challenger brand

· Considerable experience in utilizing internal and external resources for the management of large and sophisticated integrated marketing and brand building campaigns involving events, partnership, and promotions

· Proven success with analytics-based development of strategy and successful execution of annual plan

· Exceptional interpersonal skills and ability to work well with a wide range of people.

· Strong initiative in the development and timely completion of projects and deadlines

· Strong leadership skills, exhibits sound and ethical judgment.

· Demonstrated ability to effectively collaborate across multifunctional teams.

· High energy individual who maintains day-to-day discipline and positive outlook

NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as assigned by supervisor to meet the ongoing needs of the organization.