Strategic Marketing Officer

About the role

The Strategic Marketing Officer leads and supports marketing communications campaigns for specific lines of business within Broadway Bank. This role collaborates with the Marketing Communications Director to develop and implement targeted campaigns, acts as the primary liaison to external agencies, and partners with various bank lines of business to initiate strategically targeted campaigns.

Responsibilities

• Develops and executes targeted digital and traditional marketing and advertising campaigns.
• Liaises with external agencies, internal creative services, and vendors, utilizing advanced project management skills.
• Collaborates with Commercial Banking, Private Banking, Wealth Management, Consumer, and CRA lines of business to initiate campaigns for customer acquisition and retention.
• Maintains a calendar of marketing initiatives for assigned lines of business, ensuring readiness and consistent communication with business leaders.
• Provides data-driven analysis of campaigns, making optimization recommendations to maximize impact and ROI.
• Manages marketing budgets for assigned lines of business, ensuring all expenditures align with budgetary guidelines and objectives.
• Oversees all email marketing campaigns, including customer-wide communications, in collaboration with Corporate Communications.
• Develops and curates engaging content across various mediums, including the website, advertising channels, and marketing collateral.
• Coordinates with the MarComm team to execute various marketing, promotional, and advertising projects across digital and traditional channels.
• Plans and oversees the production and deployment of advertising campaigns across multiple platforms, ensuring consistency with the bank’s branding.
• Partners with internal Creative Services team to strategize, recommend, and create targeted marketing and promotional materials for customer segments.
• Directs vendor and supplier interactions under the guidance of the Marketing Communications Director to ensure high-quality service and output.
• Maintains knowledge of print production techniques, staying informed of advancements in the field.
• Facilitates the creation of merchandising and sales support materials for bank centers to enhance customer engagement.
• Maintains awareness of competitors’ marketing efforts, identifying trends and opportunities to differentiate bank offerings.
• Works closely with compliance officers to ensure all marketing materials adhere to regulatory standards.
• Manages the production of collateral and sales enablement resources, updating content as needed to support marketing goals.
• Collaborates with internal teams to oversee, update, and enhance the bank’s website content.
• Develops and maintains effective branding across external communications, ensuring timely updates and additions to digital content.
• Keeps informed on digital advertising trends, including SEO, GEO, digital best practices, targeting, and emerging platforms.
• Identifies and implements effective website and digital advertising tactics to improve message delivery, audience engagement, and conversion.
• Promotes bank-related events in collaboration with Corporate Communications and Events Officer, enhancing customer experience.
• Represents the bank at civic, charitable, and trade organization events, contributing to its community presence and reputation.
• Manages the distribution of marketing materials, coordinating with vendors, banking centers, departments, and mail houses.
• Maintains regular communication with the Marketing Communications Director and line of business executives regarding project updates, timelines, and budget status.
• Assumes additional duties as needed, contributing to the ongoing success and development of the bank's marketing initiatives.

Qualifications

• 6+ years of experience in marketing communications or advertising, with a focus on project management, digital, and strategic marketing.
• Proven experience in developing and executing strategic marketing plans, with the ability to translate analytical insights into actionable recommendations for campaign improvement.
• Proficiency in managing email automation platforms.
• Demonstrated experience in using marketing project management tools like Wrike or similar.
• Experienced in developing prospect campaigns and managing digital marketing initiatives with external vendors.
• Strong internet and AI proficiency and understanding of its impact on marketing.
• Excellent writing, communication, and organizational skills; adept at copywriting.
• Self-motivated with decision-making skills; capable of providing recommendations.
• Preferred: 8+ years of experience in marketing communications and advertising.
• Experience in banking and familiarity with various lines of business, with added project management experience, is beneficial.
• Knowledge of bank compliance issues is highly desired.
• Proven leadership and management experience, with the ability to guide and mentor teams.
• Working knowledge of printing and graphic design techniques.
• Bachelor’s degree in advertising, marketing, communications, or a related field is required.
• Proficiency in Microsoft Office Suite.
• Experience with CRM software.
• Familiarity with SharePoint, Adobe Professional, Publisher, PowerPoint, and Excel is highly desired.
• Strong analytical skills with the ability to interpret campaign data and suggest improvements.
• In-depth knowledge of digital marketing trends, with a proactive approach to learning and applying new digital strategies.
• Ability to develop clear, engaging content for multiple channels, aligning with the objectives.
• Excellent interpersonal skills for effective collaboration.
• Ability to provide insightful feedback and recommendations based on competitive analysis and market trends.
• Willingness to participate in ongoing professional development to remain current with industry trends.
• Ability to handle confidential information with professionalism and discretion.
• Flexibility to work on special projects and assist with community events as needed.
• Requires the ability to lift, carry, push, pull weights or otherwise move objects weighing as much as 10 lbs. on a regular basis and/or for extended periods of time during the workday.
• Occasional overtime or extended hours may be required.