Director, Brand Management

11 - 15 years experience  •  Financial Services

Salary depends on experience
Posted on 11/15/17
Cincinnati, OH
11 - 15 years experience
Financial Services
Salary depends on experience
Posted on 11/15/17

Fifth Third Bank is one of the top-performing banks in the country, with a heritage that spans more than 150 years. We’ve staked our claim on looking at things differently to making banking a Fifth Third Better. This applies to our relationships with customers and employees alike.

We employ about 18,000 people, and what we offer is:
• A chance for employees to build their future, with supportive career development and financial wellness programs.
• An environment where we win together. We celebrate achievement and work collaboratively. We’re also a three-time Gallup Great Workplace honoree.
• An invitation to impact lives in a positive and lasting way. Everything we do is geared toward improving lives. That’s fun and exciting.

It comes down to the fact that Fifth Third is a warm and caring place to with which to grow – as a customer or as a team member.Job DescriptionGENERAL FUNCTION: The Director, Brand Management is responsible for developing and delivering innovative marketing campaigns and generates effective strategies that grow market share as well as the brand's awareness and consideration, ultimatelyleadingto household growth. The Director, Brand Management will also work directly with Fifth Third's creative agency of record to analyze how the brand is positioned in the market and crystalizes targeted consumers insights through a consumersegmentationapproach.

Responsible and accountable for risk by openly exchanging ideas and opinions, elevating concerns, and personally following policies and procedures as defined. Accountable for always doing the right thing for customers and colleagues, and ensuresthatactions and behaviors drive a positive customer experience. While operating within the Bank's risk appetite, achieves results by consistently identifying, assessing, managing, monitoring, and reporting risks of all types.

.Assist in establishing strategic marketing campaigns to achieve corporate or divisional objectives.
.Work in collaboration with marketing and line of business partners to develop marketing campaigns, which may include development of broadcast advertising, print, direct mail, in-branch merchandising; includes both major campaigns and blitzes.
.Translates brand strategies into brand plans, brand positioning and go-to-market strategies.
.Works with the Creative Services leader to steer creative development and create motivating stimulus to get targeted population to "take action".
.Measures and reports performance of brand and advertising campaigns, and assesses against goals (ROI and KPIs).
.Works with media agency to identify which media platforms would best suit Fifth Third's brand or products. Combines creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach Fifth Third's target audiencesaseffectively as possible.
.Monitors market trends, research consumer markets and competitors' Marketing activities to identify opportunities and key issues.
.Develop and manage budget and provide feedback on an ongoing basis.
.Oversees advertising activities to ensure consistency with brand strategy.
.Brainstorms new and innovative growth strategies.
.Aligns the company around the brand's direction, choices and tactics.

SUPERVISORY RESPONSIBILITIES: Responsible for providing employees timely, candid and constructive performance feedback; developing employees to their fullest potential; developing the appropriate talent pool to ensure adequate bench strengthandsuccession planning; recognizing and rewarding employees for accomplishments. Assist in the development of appropriate talent pool to ensure adequate bench strength and succession planning.
.Bachelor's degree in marketing or related field.
.10+ years' experience in brand or product management with three (3) or more years of management responsibility.
.Prior experience in marketing strategy and budgeting.
.Excellent written and verbal communication skills
.Strong research and analytical skills
.Comfort with CRM software
.In-depth understanding of the company's current products and future concepts
.Ability to think creatively and innovatively
.Professional judgment and discretion that comes from years of experience in the field
.Analytical skills to forecast and identify trends and challenges
.Familiarity with the latest trends, technologies and methodologies in graphic design, web design, production, etc.
.Thorough knowledge of marketing principles, brand, product and service management, sales and business development.
.Must have strong business acumen and proactively find solutions.
.Superior communications and presentation skills which are effective and impactful to a range of audiences.
.Strong organizational and planning skills with keen attention to detail.


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