MARKETING DIRECTOR

Job Description

Job Description

Lexington, KY

WHITAKER BANK

MARKETING DIRECTOR POSITION DESCRIPTION

SUMMARY

The Marketing Director is responsible for the coordination of all marketing and social media and networking activities of the Bank; ensures marketing activities are in compliance with state and federal regulations; develops various marketing concepts, objectives, materials, advertisements, programs, press releases, and other special events approved by the President and Board of Directors. Provides guidance and coordinates implementation efforts with respect to the installation of new or existing products and services. The Marketing Director is also responsible for being the primary contact of public relations and media contacts, advertising, and certain business development activities that promote the spirit, philosophy, dedication, and general direction of the Bank.

ESSENTIAL DUTIES

1. Directly supervises and coordinates all marketing and social media and networking activities outlined in the Bank’s annual Marketing Plan and Program approved by the President and/or Board of Directors.

2. Develops and implements marketing and advertising programs to ensure market awareness of the products and services available to new and existing customers.

3. Develops, implements, maintains and monitors the results of the Bank’s social media and networking sites, concepts, objectives, materials, advertisements, programs, blogs, press releases and other special events as directed.

4. Works with Whitaker Bank Senior Management to promote current lending and operational programs of various capacities.

5. Keeps abreast of changes in federal and state banking regulations; ensures that changes are implemented in a timely fashion.

6. Works with branch staff to increase visibility in target market areas by representing the company in various civic and community functions for the purpose of enhancing its image and developing new business.

7. Develops a broad marketing concept; directs market research projects; recommends methods for developing existing markets and opening new ones for customer services.

8. Studies, analyzes, and reports on quality of service, customer attitudes, economic conditions, and government controls, with respect to their effect on sales of existing or proposed services.

9. Performs duties as the Bank’s primary contact for public, community, media, advertising agency and related vendor relations.

10. Controls the company’s press relations and assists Senior Management in public and press relations matters.

11. Develops and coordinates advertising and promotional programs based on need, feasibility and types required to increase profits.

12. Participates in the establishment of new services.

13. Keeps informed of competitive situations and of new, successful ideas and methods in the marketing and public relations field.

14. Acts as a liaison with professional advertising agencies; details advertising programs designed to obtain maximum penetration per dollar expended.

15. Represents the Bank at various community, business, and educational functions to foster an awareness of the Bank’s services.

16. Coordinates and participates in various business development activities and Bank sponsored functions; plans and organizes special promotions and events; works in conjunction with the Human Resources Department in regards to planning social Bank functions or special events.

17. Formulates and implements a creative program for business development and sales promotion from within the Bank.

18. Develops, implements and maintains any related Bank policies, procedures and processes to ensure compliance with the Bank’s Marketing Plan and Program requirements;

19. Manages the Bank’s identity program, including signs, stationery, literature, posters, and all other visual elements of the Bank’s marketing activities.

20. Participates in the creation and development of advertising copy for displays, newspapers, radio, television, and social media and networking; assists in decisions involving layout, scheduling, and vendor choices.

21. Responds to inquiries or refers inquiries to the appropriate department or person, and exhibits the necessary follow through with customers and/or staff involved.

22. Assists the Chief Operations Officer in implementing cost controls for marketing campaigns and monitors expenses to ensure compliance with budget.

23. Supports an independent audit of the Bank’s Marketing Plan and Program.

24. Consistently applies superior decision-making techniques pertaining to inquiries, approvals and requests as they apply to existing policies and procedures, keeping within assigned approval limits and using these instances as learning tools for employee development.

25. Assumes responsibility for special projects; gathers data and prepares reports for Senior Management, audits and other personnel.

26. Processes, solves and answers complex customer transactions, problems or inquiries.

27. Answers telephones, answers questions and directs callers to proper Bank personnel.

28. Treats people with respect; keeps commitments; inspires the trust of others; works ethically and with integrity; upholds organizational values; accepts responsibility for own actions.

29. You are to conduct yourself professionally and as a bank representative while at work and in public.

30. Demonstrates knowledge of and adherence to Equal Employment Opportunity (EEO) policy; shows respect and sensitivity for cultural differences; educates others on the value of diversity; promotes working environment free of harassment of any type; builds a diverse workforce and supports affirmative action.

31. Assures compliance with all Bank policies, procedures and processes, and all applicable state and federal banking laws, rules and regulations; adheres to Bank Secrecy Act (BSA) responsibilities that are specific to the position.

32. Completes administrative tasks correctly and on time; supports the Bank’s goals and values; benefits the Bank through outside activities.

33. Performs the position safely, without endangering the health or safety to themselves or others and will be expected to report potentially unsafe conditions. The employee shall comply with occupational safety and health standards and all rules, regulations and orders issued pursuant to the OSHA Act of 1970, which are applicable to one’s own actions and conduct.

SECONDARY DUTIES

The position of Marketing Director performs duties specific to the position and other functions as assigned.

SUPERVISORY RESPONSIBILITY

The position of Marketing Director is responsible for the supervision of other Marketing Department personnel as assigned by the WBC Executive Marketing Director.

ENVIRONMENT AND PHYSICAL ACTIVITY

The incumbent is in a non-confined office type setting in which he or she is free to move about at will. The position includes driving a Bank or personal owned vehicle approximately 10 percent of the time, which includes exposure to the outside weather elements and moving mechanical parts. It may include some minor annoyances such as noise, odors, drafts, etc.

In the course of performing this position the incumbent spends time writing, typing, speaking, listening, lifting (up to 25 pounds), driving, carrying, seeing (such as close, color and peripheral vision, depth perception and adjusted focus), sitting, pulling, walking, standing, squatting, kneeling and reaching.

The incumbent for this position may operate any or all of the following: telephone, smart phone, copy and fax machines, adding machine (calculator), check protector, scanner and image systems, scanning equipment, encoder, money counter, credit card terminal, typewriter, computer terminal, laptop computer, personal computer, tablet, printers, or other equipment as directed.

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job.

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

MENTAL DEMANDS

The incumbent in this position must be able to accommodate to reading documents or instruments, detailed work, problem solving, customer contact, reasoning, math, language, presentations, verbal and written communication, analytical reasoning, stress, multiple concurrent tasks, and constant interruptions.

Management reserves the right to change this position description at any time according to business needs.