Marketing Director

Job Description

Job 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 Senior Management and the 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 Board of Directors and Senior Management.
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 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 and Senior Management 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 Senior Management 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. 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.
30. Assures compliance with all Bank policies and procedures and all applicable state and federal banking laws, rules and regulations.
31. Completes administrative tasks correctly and on time; supports the Bank’s goals and values; benefits the Bank through outside activities.
32. 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.

MINIMUM REQUIREMENTS

These specifications are general guidelines based on the minimum experience normally considered essential to the satisfactory performance of this position. The requirements listed below are representative of the knowledge, skill and/or ability required to perform the position in a satisfactory manner. Individual abilities may result in some deviation from these guidelines.

• Bachelor’s degree from a college or university; or related experience and/or training; or the equivalent combination of education and experience. Work related experience should consist of an in-depth marketing background in a financial institution. Educational experience, through in-house training sessions, formal school or financial industry related curriculum, should be applicable to the financial industry.
• Advanced experience, knowledge and training in a progressively responsible marketing and community relations management role.
• Intermediate experience, knowledge and training in all operational and lending activities and terminology.
• Advanced knowledge of related state and federal compliance regulations related to CRA and the banks products and services.
• Ability to read, analyze and interpret general business periodicals, professional journals, and technical procedures.
• Excellent organizational and time management skills.
• Intermediate knowledge of human resource and labor laws and policies.
• Intermediate skills in computer terminal and personal computer operation; host computer system; word processing, spreadsheet and specialty software programs.
• Intermediate typing skills to meet production needs of the position.
• Basic math skills; ability to calculate interest, commissions, proportions, and percentages; balance accounts; add, subtract, multiply and divide in all units of measure, using whole numbers, common fractions and decimals; locate routine mathematical errors; compute rate, ratio and percent, including the drafting and interpretation of bar graphs.
• Exceptional verbal, written and interpersonal communication skills with the ability to apply common sense to carry out instructions and instruct others, train personnel, write reports, correspondence and procedures, speak clearly to customers and employees.
• Thorough understanding of management procedures; ability to plan department or Bank activities (setting objectives, developing strategies, budgeting, and developing policies and procedures); initiative to organize various functions necessary to accomplish department or Bank activities; effectively staff (selecting, training and developing employees); directing employees towards the desired objectives (delegating, motivating, resolving problems); controlling the function (developing performance standards, measuring results, taking corrective action and rewarding employees as appropriate).
• Ability to deal with complex problems involving multiple facets and variables in non-standardized situations.
• Ability to work with minimal supervision while performing duties.
• Current driver’s license and a vehicle with appropriate insurance coverage if required to drive in the course of performing assigned duties and responsibilities.

Please note that this job description is not inclusive of all activities, duties or responsibilities that are required of this position. Duties, responsibilities and activities are subject to change at any time with or without notice.