Marketing Director

Job Description

Job Description

We’re a locally owned, long-standing business that’s passionate about our community—and we’re ready to welcome a dynamic Marketing Director who loves bringing bold ideas to life. In this role, you’ll develop and lead strategic marketing initiatives that deepen customer relationships, strengthen our digital presence, and help us stand out in an increasingly competitive financial landscape. If you're a creative strategist who loves data, thrives in a hands‑on role, and wants to make a real impact, we want to hear your ideas. Ready to help redefine what community banking can look like? Apply today and let’s grow together.

Note: This position requires the selected candidate to work onsite in La Crosse WI.

Position Summary

Plans, directs, coordinates, and evaluates all facets of the bank’s marketing and business development program that support the Bank’s strategic plan. Develops short and long-term plans, objectives, and priorities for the bank’s brand development, including marketing, sales, and public relations functions. Maintains appropriate educational background in all compliance areas impacted by marketing. Understands and completes job responsibilities in accordance with federal and state compliance and privacy regulations. Ensures the highest level of customer satisfaction according to our Culture of CARE.

Essential Job Functions

1. Build and execute a communications strategy that incorporates brand development, marketing and public relations programs which will favorably project the bank’s image and supports growth goals.
2. Have a strategic mindset to stay on top of industry trends to help shape and envision strategy related to marketing.
3. Develop, administer, and monitor the marketing budget.
4. Direct and oversee marketing-related contracts. While not an exhaustive list, this may include contracts with agencies, freelancers, sponsorships, vendors, etc.
5. Lead the development of all marketing content messaging including media releases, the Bank’s proprietary digital media platforms, written and oral communications, in compliance with all regulatory requirements. This includes overseeing the production of all promotional materials including shareholder reports, employee newsletter, digital media, newspaper, brochures, point-of-purchase materials, direct mail, and other media as needed.
6. Oversee and manage the bank’s marketing functions of the Customer Relationship Management (CRM) platform. Use the marketing functions of the CRM to determine profitability and identify trends and opportunities.
7. Oversee the bank website, bank social media sites, conducts non-direct and direct mail campaigns and tracks results.
8. Conduct and coordinate various forms of quantitative and qualitative market research (i.e., client centric focus groups, surveys, analysis of competition, knowledge discovery using existing and potential customer data, etc.) Uses this information to develop benchmarks and analyze results to determine and recommend the best market opportunities.
9. Coordinate sponsorships and other marketing-related projects with community organizations.
10. Assist Retail and Business Banking Directors with new business development efforts with appropriate support in marketing, special events and campaigns.
11. Research, recommend and promote product enhancement and new product development efforts based on geographical data and /or specialized products.
12. Maintain involvement in professional organizations to increase the Bank’s visibility, seeking new business and marketing opportunities.
13. Trains and supervises marketing associates. Assigns, directs, coordinates and reviews work performed. Develops associates to their highest potential by identifying areas for improvement, coaching, training, and correcting performance. Conducts timely performance appraisals. Holds associates accountable for their performance, attitude, and behavior.

Additional Duties and Responsibilities

1. Serve on Bank committees as needed.
2. Updates knowledge and develops professionally on a continuing basis. Participates in internal and external training and personal development opportunities.
3. Other job-related duties may be necessary to fulfill the responsibilities of this position.

Software/Technology

Operates a personal computer in a Windows environment for word processing, spreadsheets, e-mail, internet / intranet, and other marketing-related and bank specific software. Utilizes a variety of office equipment including computer printer, calculator, fax/scanner/copier, and multi-line telephone.

Education and Experience

A bachelor’s or associate degree in marketing, communication, or related digital media field plus three-to-five years of professional marketing experience required. Prefer direct or indirect experience with advertising agencies and previous banking experience.

Other Skills and Abilities

Experience in identifying target audiences and devising multi-channel marketing, with emphasis on digital marketing that engages, informs, and motivates. Familiarity with search engine optimization and search engine marketing, and a general understanding of digital analytics and emerging trends in digital and social media platforms. Experience with computer skills and technical ability specifically related to various software and platforms, i.e., Google Analytics, Excel and other Microsoft Office products, and Adobe InDesign Suite. Familiarity with CRM software or comparable email platform. Maintain the integrity of highly confidential customer and Bank information. Ability to deal effectively with time pressures and stress.

Competencies

1. Respect & Community according to our Culture of CARE :
   1. Establishes and maintains respectful and cooperative working relationships.
   2. Demonstrates respect for individuals in all forms of communication.
   3. Supports team and bank goals and objectives.
   4. Demonstrates respect for a positive, diverse work environment and bank community.
   5. Handles interpersonal conflicts constructively.
2. Communication: Communicates well (written and verbal), delivers presentations, has good listening skills.
3. Decision Making: Able to reach decisions, takes thoughtful approach when considering options, seeks input form others, makes difficult decisions.
4. Focus on Results: Sets goals in alignment with team and bank priorities:
   1. Organizes work to achieve goals.
   2. Identifies and solves problems.
   3. Achieves targeted results.
   4. Accepts responsibility for own actions.
5. Initiative: Takes action, seeks new opportunities, strives to see projects to completion.

Culture of CARE

C ommunicatio n: Shares information, expresses ideas so they are understood, listens actively to information presented by others, keeps all parties informed

A ssociate Experience : Associate regularly treats co-associates with R espect and I ntegrity, is a C hampion of excellence in their work, and has an attitude of H umility ( RICH).

R ecognition & Development : Seeks new challenges and increased responsibility, seeks and participates in learning and development opportunities, recognizes co-associates for their contributions.

Customer E xperience : We gain insights into our customer needs by identifying opportunities; build and/or deliver solutions that meet or exceed customer expectations; establish and maintain customer relationship.

Working Conditions

Work is performed largely in an office environment, during normal business hours. Deadline pressure is an integral part of the job. Regular mental and visual concentration for computer usage and reading/assimilating complex and technical compliance information is required. Position will alternate between walking, sitting, standing, stooping, bending, and occasional lifting up to 15 pounds of office supplies and/or documents throughout work shift.

Employees with disabilities must meet qualification standards that are job-related and consistent with business necessity and must be able to perform the “essential functions” of the position, with or without reasonable accommodation.