Director of Marketing - Wichita, United States - Meritrust

Description

Overview

The primary responsibilities are for developing and executing comprehensive marketing campaigns, utilizing traditional and digital channels to enhance our brand visibility, engage target audiences and drive business growth. This role provides management and day-to-day oversight of the creative team. The role collaborates with Digital Marketing and stakeholders for data insight to used to develop campaigns to promote Meritrust products, services and our brand all within planned budget. The individual in this role oversees building of external relationships with vendors, agencies and the media within each of our markets.

Duties and Responsibilities

Strategic Leadership

• Develop and execute the overall marketing strategy in alignment with business objectives and growth targets.
• Provide visionary leadership to guide the marketing team in achieving long-term success.

Campaign Strategy

• Utilize market research to identify target audiences, trends, and competitive landscape.
• Collaborate with Digital Marketing and Data Team for data and insights into consumer and member behavior, using this information to set direction and target appropriate products and services to members and prospects.
• Develop and execute comprehensive marketing campaign strategies aligned with organizational goals.
• Define campaign objectives, key messaging, and positioning.
• Lead the creative team in conceptualizing and developing creative deliverables for campaigns.
• Provide clear creative direction to ensure alignment with campaign objectives and brand guidelines.

Content Strategy

• Develop and oversee content marketing strategies to engage and educate the target audience.
• Ensure creation of high-quality and relevant content across various platforms and formats.
• Collaborate with internal and external stakeholders to gather insights and create compelling content.
• Review and approve copy and design elements to maintain consistency and quality.

Brand Management

• Lead brand development and positioning strategies to enhance brand equity.
• Ensure consistent brand messaging and representation across all marketing channels.

Team Leadership

• Lead and manage internal team of content creator, graphic designer and external vendor teams to meet campaign objectives.
• Foster a collaborative and innovative team culture, ensuring effective communication and coordination.
• Set goals, provide feedback, and support professional development.

Campaign Execution

• Plan and execute multi-channel marketing campaigns to drive lead generation and member acquisition.
• Oversee the end-to-end execution of marketing campaigns, ensuring all elements are delivered on time and within budget.
• Coordinate with internal teams, such as digital marketing, social media, and sales to align efforts and maximize campaign impact.
• Coordinate with sales teams to ensure alignment between marketing efforts and sales goals.

Budget Management

• Develop and manage the budget for marketing campaigns, ensuring cost-effectiveness and efficient allocation of resources.
• Monitor expenses, track ROI and make adjustments as needed to optimize campaign performance.

Campaign Performance Analysis

• Utilize analytics tools and metrics to evaluate the performance of marketing campaigns.
• Analyze key performance indicators (KPIs) and provide insights for continuous improvement.
• Provide regular reports to senior leadership, highlighting achievements, challenges and opportunities for expanded marketing initiatives.

Public Relations and External Communication

• Oversee public relations initiatives to maintain a positive brand image.
• Serve as a spokesperson and represent the organization in media and public forums.

Stakeholder Collaboration

• Collaborate with various stakeholders, including product managers, sales teams, and executives to ensure alignment between marketing campaigns and organizational growth objectives.

Qualifications

• BS/BA degree in Marketing, Business, Communications or related field.
• Proven experience (5 to 8 years) in a senior marketing role, with a successful track-record of developing and implementing marketing campaigns/strategies.
• Strong background in financial services marketing and promotion techniques, including positioning, brand awareness and promotion/advertising with a thorough understanding of credit union products and services.
• Advanced knowledge of marketing practices, concepts and regulations across various media, strong expertise in the areas of digital marketing and understanding of new member acquisition through these channels.
• Demonstrated experience in building a performance-oriented team and coaching for results.
• In-depth understanding of credit union financial drivers; skilled at interpreting and making decisions from financial statements.
• Knowledge of digital marketing function and methodologies for deploying campaigns, measuring and interpreting results using these technologies.
• Experience establishing and monitoring metrics associated with return on investment of campaign.
• Superior writing, editing and interpersonal communication skills are required
• Proven experience in communicating with media outlets and network

Skills

Strategic Thinking

Creative Direction

Project Management

Team Leadership

Communication

Data Analysis

Budget Management

Adaptability

Digital Marketing Knowledge

Results-Drive

Stakeholder Management

Market Research

Digital/Tech Literacy