Firstrust Bank

Marketing VP Business & Commercial Banking

Location US-PA-Horsham
Job ID
2018-1760
# Positions
1

Objective

The primary function of this position will be to lead marketing strategy, planning and execution for Firstrust’s business and commercial banking units with the goal of bringing new business customers to Firstrust bank, while expanding our business with current customers.

 

Firstrust Bank is an Affirmative Action Contractor and is an Equal Opportunity Employer.

Minority/Female/Disabled/Veteran

Responsibilities/Duties

 

  • Assists in the development of new business for Firstrust. Is alert to expressed customer/prospect needs to suggest appropriate services. Directs customers to the appropriate person to open account. Actively sells and promotes corporate products to potential and existing customers. Possesses knowledge of corporate products and services to suggest products.
  • Works with Business and Commercial lines of business to drive product and channel strategy, business performance based upon shared business goals. Identifies strategic roadmaps around business niches and growth segments, strategic segments leveraging internal and external data.
  • Develops business and product level marketing plans, makes product, pricing, promotion and segmentation recommendations in partnership with Marketing & Product Operations.
  • Develops and optimizes overall customer message as it relates to acquisition, engagement, servicing, and retention.
  • Creates impactful marketing campaigns and promotions across all business segments, including business Checking, Business Lines of Credit, SBA Loans, Asset Based Lending, Business Credit Card, Business Debit Card, Commercial Credit Card.
  • Creates insight based content for marketing automation journeys, educational content, personalized marketing campaigns and lead warming programs. Including content for email, web, landing pages, digital media assets and social.
  • Develops sales collateral and non-digital assets as needed to enable sales and create marketing impact.
  • Manages the Marketing Lead Generation process, including web to lead and lead warming conversion funnels, metrics tracking, business feedback and quality of lead generation improvement roadmaps.
  • Manages paid search, digital marketing, and sales collateral and agency budgets for Business and Commercial banking. Maintains budgets and report out business performance monthly
  • Develops and maintains new customer onboarding, current customer servicing and loyalty programs; develops a business customer satisfaction measurement and feedback system.
  • Maintains expertise in banking and competitive environment within region.
  • Champions digital, mobile content first approach in partnership with Digital Strategy & Design function, including identifying key business categories and keywords for winning in SEO, and influences building a best in class on-line business and commercial banking experience.
  • Maintains budget and reports out business performance monthly
  • Maintains expertise in banking and competitive environment within region
  • Marketing strategies and tactics to achieve goals

  • Marketing investment to achieve goals

  • Lead generation funnel optimization

  • Content writing and design across digital, mobile, collateral, social

  • Decisions and recommendations based upon marketing ROI
  • Product and line of business marketing plans.

  • Marketing automation content; end to end consumer customer experience.

  • Lead generation, existing customer development, and new customer journeys.

  • Using internal customer data to drive customer growth, e.g. up and cross sell.

  • Writing content that is simple, memorable for digital, web, social & sales channels.

  • Digital/mobile marketing first approach.

  • Financial's & Budget.
  • Managing and developing marketing employees.

Essential Functions

While performing the essential functions of this position, the employee is subject to sedentary work for extended periods of time. Some amount of mobility in order to attend in-person meetings across two office locations is necessary.   The employee must be able to use computer and office equipment and communicate and exchange information to internal and external customers.  

Knowledge - Skills & Abilities

  • Strong presentation and communication skills across all key stakeholders, including Sr Leaders and business partners.
  • 5+ years of product/acquisition marketing in financial services or related B2B
  • 3+ years digital marketing experience in a fast paced environment
  • 3+ years of experience working directly with business stakeholders
  • 3+ years of experience writing content for web, email, social, collateral experience desired, but not required.
  • MBA Preferred but not required.
  • Proficiency in digital design.

 

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