Brand Marketing Manager

Job Overview:

The Brand Manager ensures that every brand touchpoint reinforces Citadel’s key differentiators and value, builds credibility across its footprint, and reflects its community-focused values. Key responsibilities include:

•        Creating differentiation for the Citadel brand and its products in the market through insights and competitive intelligence.

•        Building and designing campaigns to support the growth of awareness and consideration of the Citadel brand

•        Providing guidance for the development and ongoing refinement of creative that supports advertising campaigns and tactics

•        Developing and distributing guidelines and governance for efficient brand and product message creation

The Brand Manager reports to the VP of Brand & Marketing Communications and works in close collaboration with teams across the organization.

Key Responsibilities:

Brand Insights

·       Partner with Insights & Analytics team to develop deeper insights into the drivers of brand and product consideration. Create benchmarks and manage ongoing research waves to guide the Brand and Marketing Communications team in the development of positioning concepts

·       Educate the organization on drivers of brand health and consumer choice

Brand Management

·       Work with the Marketing Communications team to refine and solidify clear guidelines for:

o   Company and product positioning, including detailed product messaging direction

o   Communications style, include tone and brand personality

o   Brand identity

·       Create and maintain a centralized brand resource library to enable users across the organization to access brand insights, guidelines, key messages and visual assets.

·       Provide active governance for the effective and efficient development of all brand touchpoints

·       Develop and maintain a set of assets that can be quickly customized by retail branch staff, such as signage, collateral, sponsorship ads, and staff incentive kits. Identify efficient resources for enabling self-serve customizations within brand guidelines and locked templates.

Marketing Campaigns

·       Lead the development of brand and product marketing campaigns and tactics. Serve as campaign manager to guide Marketing Communications team in the creation of advertising campaigns and tactics by providing clear positioning direction and messaging briefs.

·       Work with Channel marketing team to identify the optimal channel mix to drive consumer awareness and consideration.

·       Collaborate closely with Performance Marketing team to ensure direct response campaigns and tactics reflect the brand and reinforce key product messaging. Ensure Performance Marketing has all necessary guidance and assets to craft direct response tactics that drive results.

Measurement:

Partner with Channel and Insights & Analytics team to identify and track key brand success metrics, such as:

·       Non-member and member brand consideration

·       Direct traffic to CitadelBanking.com

·       Traffic to branches

·       Awareness

·       Campaign message delivery

Qualifications and Education:

·       Bachelor’s degree in one of the following fields (or closely related discipline):

• Marketing or Marketing Communications
• Brand Management
• Business Administration
• Advertising

·       5–8+ years of experience in brand management, marketing strategy, integrated marketing communications, or consumer or product marketing

·       Proven ability to partner with marketing, insights/analytics, sales/distribution, and product management functions

·       Background in developing brand and product positioning frameworks

·       Experience leading teams in development of marketing campaigns

·       Strategic brand thinking and message creations

·       Strong written and verbal communication skills

Additional Skills/Notes

• Must possess very strong interpersonal and communications skills. 
• Willingness to participate as a team player and leader, at various organizational levels. 
• Ability to develop and sell new ideas convincingly.
• Passion to learn and accept responsibility.
• The ability to manage multiple projects and meet tight deadlines, as well as strong organizational skills. Ability to represent Citadel as a professional, demonstrate adaptability when interacting with internal clients, maintain confidentiality, promote integrity, and support the corporate mission.

Performance Measurements

Performance is based on the Citadel corporate scorecard as well as departmental and individual goals.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.