Senior Marketing Automation & Owned Media Lead

MARKETING AUTOMATION AND OWN MEDIA MANAGER Marketing Department Our Company At FirstBank PR, we strive to be a trusted advisor to our clients and our employees are the ones that ensure we deliver on our promise of excellence in personalized customer service. Our more than 3,100 employees in Puerto Rico, the Virgin Islands and Florida share a passion for excellent customer service. We are proud of our team because they are continuously surpassing our client’s expectations. Do you have a passion for helping customers, building relationships, and delivering extraordinary, personalized customer service? If your answer is yes, FirstBank is the number one place for you. A Brief Overview The Marketing Automation and Own Media Manager is responsible for the strategic planning, execution, optimization, and evaluation of FirstBank’s owned media channels and marketing automation initiative, including architecting and scaling an integrated marketing automation environment that enables personalization and lifecycle management. This includes email marketing, direct mail, website management, ATM screens, in-branch advertising, blogs, microsites, and other digital and physical channels owned by the organization. The role ensures that all activities align with the bank’s brand, business objectives, and marketing strategies, delivering both measurable results and exceptional customer experience. The Manager supervises a team, collaborates with business units and vendors, manages budgets, and oversees all related processes from concept to completion. What You’ll Do Leads the design, evolution, and expansion of FirstBank's marketing ecosystem Develops, manages, and supervises the execution of marketing automation and owned media strategies and workflows, including email campaigns, website content, ATM screens, in-branch advertising, blogs, microsites, and other digital and physical channels owned by the organization to maximize engagement, conversion, and retention Manages budgets, vendor relationships, contracts, and negotiations for owned media and automation platforms. Manage content publishing calendars and governance across owned channels Implements and monitors KPIs and metrics for all owned media and automation initiatives, providing post-campaign analysis and actionable recommendations Works with content, UX, and design teams to continuously improve user experience and conversion performance, as well as with analytics teams to improve targeting and attribution Ensures compliance with all relevant regulatory, legal, and safety requirements for owned media and communications Supervises and develops marketing automation and own media support staff, collaborating with cross-functional teams Develop special projects as requested by the Marketing & Corporate Communications Director and/or the Marketing VP What You’ll Need to Succeed: Strong written and verbal skills in Spanish and English Creativity and attention to detail Strong analytical and problem-solving skills Expertise in marketing automation platforms Website management and content optimization skills Experience with digital signage and ATM screen management In-branch advertising and communications expertise Budget management and negotiation skills Supervisory and team leadership skills MS Office Suite sound knowledge and ability Minimum Requirements You’ll Need: Bachelor’s degree in digital marketing, Business Administration, Engineering, or Communications. 5-8 years of experience in marketing automation, CRM, digital marketing, or lifecycle marketing, including supervision of support staff. Hands-on experience with marketing automation platforms. Strong understanding of customer journeys, funnels, and lifecycle marketing. Experience managing owned digital channels. Analytical mindset with strong performance orientation. Experience in regulated industries (financial services, healthcare, telecom, etc.) is a plus Bilingual: English and Spanish (written and oral) Disclaimer: The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties, skills required of personnel so classified. The reporting relationship may not reflect the most recent changes to the corporate reporting structure. #J-18808-Ljbffr