Integrated Marketing Lead

Integrated Marketing Lead

The Integrated Marketing Lead is a senior marketing professional and strategic partner responsible for architecting and executing multi-channel marketing programs that drive awareness/favorability, client acquisition and deepening that support the goals of the business. This role bridges corporate strategy and ground-level execution, collaborating closely with business line leaders, product teams, compliance, and external agency partners to bring complex financial products and services to market in a compelling and compliant manner. The ideal candidate brings deep expertise in financial services marketing, a strong command of data-driven campaign management, and a proven track record of leading integrated programs from strategy through measurement.

Essential Duties and Responsibilities

• Lead the development of integrated marketing strategies in support of specific lines of business.
• Serve as a strategic marketing partner to business line executives, translating business strategy, competitive positioning, insights and macroeconomic context into cohesive go-to-market plans.
• Identify market opportunities and client insights to inform campaign strategy, messaging architecture, and tactics.

Campaign Execution & Channel Management

• Plan, activate, and optimize full-funnel campaigns across channels.
• Oversee the development of marketing materials including briefs, copy, design, digital assets, and production—ensuring consistency and regulatory compliance throughout.
• Collaborate with internal and external partners and agencies to define scopes of work, manage timelines, and to ensure accountability to performance standards.

Budget Management & Performance Analytics

• Own the integrated marketing budget for a specific line (or lines) of business: develop annual plans, allocate spend across tactics and initiatives, track expenditures, and optimize to maximize return on marketing investment.
• Define, monitor, and report on key performance indicators (KPIs) including lead volume, cost per acquisition, campaign ROI, and engagement rates.
• Leverage marketing analytics tools and CRM data to generate actionable insights, inform ongoing optimization, and present results to senior leadership.

Cross-Functional Collaboration & Leadership

• Collaborate with a wide variety of stakeholders across marketing, product, line-of-business, corporate communications, finance, etc.
• Lead, mentor, and develop direct reports, establishing clear goals, providing ongoing coaching, and cultivating a high-performance, inclusive team culture.
• Champion a data-driven, test-and-learn approach to marketing; advocate for continuous improvement and innovation across programs and processes.
• Perform other duties as assigned by leadership.

Compliance, Risk & Regulatory Alignment

• Partner with compliance and legal to ensure all marketing materials and campaigns adhere to applicable banking regulations and internal policies.
• Maintain thorough documentation and approval workflows for regulated communications; stay current on evolving compliance requirements affecting financial services marketing.

Supervisory Responsibilities

This role carries direct supervisory responsibility for a team of marketing professionals. Responsibilities include recruiting and onboarding talent, conducting regular performance reviews, setting individual development goals, managing workload allocation, and resolving personnel matters in accordance with company policy.

Qualifications

Education & Experience

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field required; MBA or advanced degree preferred.
• 8–12 years of progressive marketing experience, with a minimum of 5 years in banking, financial services, or a comparable industry.
• Demonstrated success building and executing integrated, multi-channel marketing campaigns for financial products such as deposits, lending, wealth management, payments, or treasury/commercial banking services.

Leadership & Interpersonal Skills

• Proven ability to influence and manage cross-functional stakeholders at all levels, including senior executives, compliance/legal teams, technology partners, and agency relationships.
• Exceptional written and verbal communication skills; ability to distill complex financial products, regulatory constraints, and data into clear, compelling narratives for diverse audiences.
• Strong project management discipline with the ability to manage multiple concurrent initiatives in a fast-paced environment.
• Collaborative leadership style with a demonstrated commitment to team development, inclusion, and organizational culture.