Firstrust Bank

Marketing AVP Digital Strategy & Design Manager

Location US-PA-Horsham
Job ID
# Positions


The Primary function of this position will be to lead the digital transformation strategy for Firstrust Bank. The Digital Strategy & Design Manager will be expected to build, manage and optimize the digital, mobile, social and online banking channels to develop deeper relationships through a superior digital-mobile first customer experience.


Through application of modern web design, SEO, marketing automation, big data analytics and a deep understanding of our customer, the Digital Strategy & Design Manager will ensure the delivery of the right message at the right time, in the right medium to customers and prospects to improve engagement and acquisition opportunities across the customer’s life-cycle.


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





  • 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.
  • Develop digital transformation roadmap and execution plan.
  • Manages website, mobile site, social channels and online banking platforms including development of communication, design standards, search optimized content standards, online persona and journey mapping for strategic customer segments in support of acquisitions, engagement, onboarding and cross sell campaigns.
  • Develop & design customer experience standards for Firstrust digital channels for email, landing pages, native ads, online banking, mobile apps, video, social, chat, web tools, calculators and free downloads.
  • Lead Marketing Automation platform, including centralized planning, trigger campaign mapping, content calendar planning, personal and journey mapping and lead scoring guidelines. Responsible for execution across both public and online banking sites.
  • Develops digital testing and optimization roadmap.
  • Lead database marketing, data integrity and segmentation efforts.
  • Lead digital customer onboarding and engagement for both retail and business customers.
  • Develop, lead and implement Firstrust’s social media strategy, content calendar, social channel execution, maintenance, monitoring and planning, e.g. Facebook, Twitter, LinkedIn, YouTube, Instagram
  • Develop, execute, maintain and optimize SEO performance and tracking.
  • Launch a Firstrust e-newsletter for business and retail customers, own all content planning, content writing/ management and engagement.
  • Manage digital and social content deployment, execution, management and governance process
  • Manage digital agency, web hosting and CMS partner management.
  • Manage marketing automation specialist.
  • Digital, mobile, social, video strategies, tactics and roadmap to achieve goals

  • Marketing investment to achieve goals

  • Web to lead generation best practices for marketing/sales optimization

  • Content development, recommended channel formats, templates, design across digital, mobile, social and video

  • Decisions and recommendations based upon marketing ROI
  • Modern, simple, competitive website, mobile site, online banking, social channels

  • Testing and optimization roadmaps for improving acquisition and engagement

  • Development of digital marketing inputs into product and line of business marketing plans

  • Marketing automation proficiency

  • Lead generation scoring, existing customer development, new customer journeys

  • Digital content delivery that is simple, memorable and delivers utility

  • Social media presence, engagement and growth of followers

  • Digital/mobile marketing first approach

  • Financials and budget


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, business partners and marketing team members
  • 5+ years of web strategy and design, digital customer journey development across web, mobile, social platforms.
  • 3+ years of experience managing and optimizing content for web, email, social; leading social media communications and engagement campaigns
  • 3+ years of experience working directly with business stakeholders
  • 3+ years of database marketing experience and demonstration of SEO expertise that drove organic traffic growth for leading financial services or related B2B company
  • 2+ years working with marketing automation platform to drive sales leads, e.g. Pardot, Eloqua, Marketo


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