Industry: Accounting, Finance & Insurance•
8 - 10 years
Posted 63 days ago
United Bank is seeking a Digital Marketing Manager to join our growing team in Hartford, CT. The Digital Marketing Manager will drive innovative, cost-effective customer acquisitions leveraging paid search (Pay-Per-Click), display advertising and other digital marketing tactics and channels. The Digital Marketing Manager is responsible for the day to day management and integration of all digital marketing campaign and content work. This work includes social media content and approach, digital advertising and promotion, BankatUnited.com website/SEO optimization, and email/mobile marketing efforts. The successful candidate will be results-oriented with experience managing the development, implementation, and reporting for of online acquisition campaigns. The right applicant will also be able to successfully build cases for new initiatives, develop a test and learn discipline around our digital spend and deliver back-end analysis and report outs on campaign results. The role works closely with the Director of Marketing and Lines of Business to develop short-and long-term digital marketing strategies for United Bank and its subsidiaries. Position will work closely with analytics to refine targeting and audience segmentation, and to implement annual product marketing strategy and plan. Delivering a consistent alignment with overall marketing and brand strategy is key, with the goal of driving efficient marketing programs that meet the objectives of the bank.
Essential Functions of the Position:
Day-to-day digital management. Serve as primary marketing point of contact for digital advertising campaigns and BAU content and deployments. This includes, but is not limited to: Search Engine Marketing, Paid Search, Programmatic Display Advertising, Paid/Owned/Earned Social and Re-marketing campaigns. Set strategy, goals and own the process; acting as liaison between lines of business, Marketing and external advertising/marketing partners.
Marketing and Advertising Campaigns. Work with business lines, Director of Marketing and Agencies on all brand and product-related digital marketing efforts. Work with advertising agency/outside vendors to develop and implement campaigns as well as digital media selection and placement. Ensure that all campaign assets meet regulatory compliance standards
Strategic Planning. With Director of Marketing, work on development and implementation of enterprise –wide marketing strategy. Execute annual marketing plan focusing on achieving the Bank’s mission and business line objectives; promoting a consistent brand image throughout the Bank’s target areas including budgets, campaigns, direct marketing efforts and promotions.
Channel Management. Oversee use of owned digitalchannels used for marketing efforts; Email, NetTeller, Mobile/Website including online banking, Social Channels and maintain unsubscribe/opt out program.
Email Program. Evaluate current email software and platform, and recommend strategic approach to optimize across the business and brand. Create a calendar and drive internal awareness and buy-in for content generation. Understand and present on customer experience. Primary owner and developer email content.
Campaign Analytics. Track success; analyze results ad make adjustments to all marketing programs including direct mail. Develop and report on ROI model and KPI success rates. Establish campaign goals that are aligned with sales targets; analyze and report performance of campaigns against goals (CPA and KPIs). Optimize the customer acquisition channel using A/B and multi-variant testing (ad copy, calls to action and landing pages).
Content building. Support primarily digital, but also offline needs as required to effectively support bank operations and objectives. Edit, direct production and distribution of video, graphics, promotional literature, brochures, and other material
OTHER FUNCTIONS OF THE POSITION:
All employees are subject to the requirements of the United Bank BSA Program. An employee’s role with United Bank determines which parts of the program apply. However, all employees are responsible for reporting suspicious activity identified in the course of their work, and all employees are responsible for the timely completion of mandatory compliance training assigned, such as BSA and OFAC.
The above duties may not be all-inclusive. The incumbent may be asked or required to perform other work as time and abilities allow.
Distinguishing Characteristics of the Position:
Judgment: Work is performed under thegeneral direction of the Director of Marketing in accordance and compliance with Bank policies and government regulations, requiring considerable judgment and initiative in overseeing the execution of the Bank’s marketing strategy.
Complexity: Work involves responsibility and management of all marketing and advertising campaigns; involves significant analytic work to model programs and determine success rates of marketing programs and campaigns.
Interpersonal Relationships: Work involves frequent contact with peer partners, senior management, auditors, external advertising and marketing partners, and other related vendors, requiring persuasiveness, discretion, initiative, and diplomacy.
Required Qualifications of the Position:
Education: Bachelor’s degree, preferably in marketing or business administration or related work experience.
Experience: Seven or more years of progressively responsible positions in a marketing environment. Ideally with a financial focus including broad, multi-channelexperience in display advertising, online marketing, search marketing (SEO, SEM) and email marketing and a demonstrated ability to engage current customers and drive acquisition of new customers.
Knowledge, Abilities, and Skills: