VP, Digital Marketing - Consumer Banking
Summary: This position will have overall responsibility for the development of the digital strategy and tactical implementation of comprehensive interactive marketing initiatives for two key financial service clients. This role requires a unique blend of strategic thinking, digital marketing proficiency, and operational excellence. Strong candidates will have a proven track record in search engine marketing, e-mail marketing, e-commerce development and data analysis. This individual must also demonstrate a strong understanding of search and display implementation and optimization. Specific expectations include improving e-commerce experience, enhancing brand presence on the Internet, and maximizing return on interactive investments. Responsibilities: •Create and implement digital programs/campaign strategies to drive acquisition of new customers (new accounts), minimize customer attrition and growth of customer databases •Develop integrated interactive strategies and full year marketing plans to drive business & marketing goals, integrating with key client stakeholders in different business units•Work with key clients to develop, manage, and execute a geo-targeted online strategy to generate awareness/drive traffic to new branch locations (market specific but must be able to scale) while continuing to support national online acquisition goals•Further enhance and improve ecommerce and sales experiences using sales data and metrics.•Partner with 3rd Party Media Vendor to optimize online media effectiveness for corporate and local retail markets, including online advertising and search engine marketing.•Analyze trend data from search ad campaigns and e-mail campaigns against target metrics and develop optimization strategies to support ongoing enhancements.•Develop multi-variate testing strategies for both e-mail marketing and search engine marketing initiatives•Oversee e-publications and e-campaigns production, analytics and optimization for key mass affluent clients•Develop presentations/proposals to sell in new interactive programs and/or campaigns, communicate quarterly plans and results, and share progress of initiatives.•Develop and rationalize client’s interactive budget and manage for optimal outcomes•Manage agency relationships that includes weekly status calls to review program/campaign performanceRequirements: •Minimum of 9-12 years marketing experience, including 5+ years of interactive/e-commerce experience; Agency experience is a plus•Expert knowledge in performance-based and/or direct marketing targeting small business and consumers•Expert knowledge of e-mail marketing, display and search marketing including ability to develop test plans, evaluate campaign data to develop optimization strategies•Social media experience preferred •Experience in retail banking, financial services or a online retail B2B or B2C brand is preferred•Proven ability to lead teams in developing successful communication strategies and marketing plans•Understanding of web-metrics and strong analytical abilities to diagnose channel effectiveness•Understanding of current web-enabling technologies, usability and design, creative development and interactive production•Solid project management, team leadership and decision making skills•Proficient in Word, Excel and PowerPoint•Outstanding written and verbal communication skills•Experience working with interactive, creative and media agencies•Education: Bachelors degree requiredTo apply, please send cover letter, resume, and salary requirements to firstname.lastname@example.org. Please include “VP Digital Mktg” and your name in the subject line. HNW Inc. is an equal opportunity employer.