The Director of Marketing serves a pivotal role in developing and executing the overall marketing strategy to drive brand awareness, customer acquisition, and revenue growth. The position will be responsible for leading a team of marketing professionals, collaborating with cross-functional departments, and leveraging innovative marketing techniques to achieve organizational goals.Job Description
Essential Functions
Marketing Strategy and Planning:
- Develop and execute comprehensive marketing plans to support the company’s Lender and Program Services objectives and targets.
- Conduct market research and analyze industry data and trends to identify opportunities and threats, adapting strategies accordingly. Define target audiences and segments, tailoring messaging to resonate with specific client and prospect groups. Work closely with the executive team to align marketing initiatives with business goals, define and adhere to budget guidelines, and drive sustainable growth.
- Team Leadership and Management
- Lead, mentor, and motivate a high-performing marketing team, fostering a culture of collaboration and continuous improvement. Set clear objectives, provide constructive feedback, and conduct performance evaluations to ensure team members meet their goals and deliver on expectations. Encourage professional development and provide resources for team members to enhance their skills, knowledge and functional expertise.
- Brand Development and Positioning
- Oversee the maintenance and evolution of the company’s brand identity, ensuring consistent application across all marketing channels, both internally and externally. Create and manage brand guidelines to maintain a strong, cohesive brand image. Develop and continuously refine selling propositions that identify key product and service differentiators versus competitors.
- Digital Marketing and Online Presence
- Drive the company’s digital marketing efforts, including SEO, SEM, social media, email marketing, and content marketing. Optimize online platforms, such as the company website, Hubspot, and social media channels, to increase engagement and conversion rates. Implement data-driven marketing strategies, analyzing metrics and KPIs to measure campaign effectiveness and ROI.
- Marketing Collateral and Content Creation
- Oversee the development of marketing collateral, sales tools, and promotional materials that align with brand standards. Collaboratively lead the content team to create compelling, informative, and engaging content that resonates with target audiences. Ensure consistency of messaging and brand voice across all marketing materials.
- Client Experience Management
- Oversee the management and production of annual client review documents
- Collaboratively lead the Client Experience team to create compelling, memorable, and engaging events and experiences to assist Sales & Service teams with relationship development.
- Partner cross-departmentally to manage the logistics and brand representation at trade shows, conventions, and conferences.
- Oversee the management of the Front Desk and call reception.
- Partnerships and Campaign Management
- Identify and establish strategic partnerships and collaborations to expand brand reach and tap into new markets. Manage existing vendor relationships and work to identify new partners to improve organizational performance. Plan and manage marketing campaigns, coordinating with various teams and external sources as appropriate, to ensure successful execution and tracking of results.
Additional Responsibilities:
- Directs the company’s internal and external communications including: developing plans for the design, writing and production of communications and marketing materials, including corporate literature, product/services brochures, case studies, newsletters, etc.; website oversight and all internet content.
- Directs public relations activities to ensure the company is widely and positively represented in the appropriate business press and industry and vertical marketing publications, as well as media relations- keeping industry informed of new products, employees, authorizations, innovations and services.
- Directs all marketing communications, direct marketing, market research, marketing partner relationships and publicity efforts. Ensures key messages are communicated accurately, effectively and consistently to targeted audiences and other outside interests.
- Works with business units to define marketing plans for each business area in conjunction with executive and product leadership, ensuring that tactical plans reflect strategic objectives.
- Leads strategic business and marketing partner relationships in conjunction with executive leadership.
- Forecasts and maintains department budget.
Education/Experience:
- Minimum of 10 years of marketing, PR and corporate communications experience, with five years in management. Business-to-business marketing experience required. Bachelors’ degree in business or marketing, with an advanced degree in business or marketing preferred.
- Proficiency with MS Office Suite, Adobe Creative Suite (Photoshop, Illustrator, Lightroom, and Premier Pro), and InDesign
- Familiarity with Customer Relationship Management (CRM) data management tools, Microsoft Dynamics 365 preferred.
- Familiarity with BaseCamp, Monday.com, and WYSIWYG templates.
- Excellent management skills, including planning and budgeting, with ability to effectively make decisions and direct the company’s marketing efforts to meet business and product positioning needs. Other essential attributes include creativity, outstanding communications skills (writing and editing), adaptability and flexibility, a strong detail orientation and unmatched judgment.
- Requires in-depth knowledge of public relations, marketing, web and print design, Internet content and communication principles and practices. Also calls for knowledge of the financial services or insurance industries, markets and trends as well as a thorough understanding of the principles of sales and sales techniques. Ability to thrive in a fast paced, changing environment.
State National Companies (SNC)
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