Senior Brand Marketing Specialist

Position Description:
First Citizens Bank is looking to hire a Senior Brand Marketing Specialist to join the Corporate Brand Marketing team. In this role, a person will get to establish and execute Marketing Campaigns/Initiatives.

Some of the Key Objectives of this role:

Analyze sales trends and opportunities by market and competition to develop campaign/program strategies.

Lead the idea generation and collaboration with strategic alliances and partners; sales staff, segment leadership and advertising agencies to formulate the strategy and campaign tactics specific to supporting the Banks goal(s).

Lead a cross functional team and subject matter experts to develop content of promotional materials, displays, ads, websites, etc.
Implement and/or oversee all aspects of these marketing programs (to include promotional aspects, operational/process requirements, training, associate communications and compliance review) to ensure the proper execution of these programs.

Prepare a budget and cost estimates for each initiative. Evaluate the effectiveness of all promotion and marketing programs and recommended changes.

Develop the multi channel media strategies that best supports the targeted segment growth including but not limited to: print, radio, online web, email, direct mail, sales collateral, branch merchandising and event support.

Recommend inbank collateral design and mix, and assist in the execution of these ideas.

Develop Annual Marketing, Segment Specific and Campaign Budgets:

Segment (line of business) Budgets: Lead the development of the marketing strategies for each senior level line of business segment manager (retail, business and wealth). Manage all projects within the line of business marketing budget.

Campaign/Initiative Budgets: For each campaign or initiative, develop sales goals, prepare budgets and submit estimates for program costs as part of the plan development. Develop projected ROIs. Ensure the evaluation of the program/campaign's overall performance. Monitor and analyze sales promotion results to determine cost effectiveness of promotion campaigns.

Maintain Brand integrity and Regulatory Compliance:

Inspect layouts and advertising copy and edit scripts, audio and video tapes, and other promotional material for adherence to specifications.

Be an expert to partners outside of the marketing department on graphic standards, logo and visual design, as well as the strategic aspects of advertising and merchandising.

Plan and execute advertising policies and strategies for organizations.

Collaborate with marketing team to develop content of promotional materials, displays, ads, websites, white papers, and ensure brand integrity and standards are maintained.

Ensure compliance with regulatory governance for all new marketing initiatives and for existing materials.


Prepare key communications to inform the necessary associates or departments. Effectively manage the expectations of all audiences.

Make presentations to Senior level Management.

Lead and Maintain Competitor Analysis:

Research and understand marketing strategies of our competitors.

Study competitors promotions, ads, sales literature, trade show displays, media selections and comprehensive marketing strategies for growth.

Become an expert on the competitors brand and marketing approach associated with the brand.

Vendor Relationships:

Manage multiple vendor relationships and monitor effectiveness and efficiency of these vendors.

Ensure all vendor relationships have been vetted through the appropriate channels prior to contract approvals.

Position Requirements:
Bachelor degree with a minimum of 5 years advertising experience.
High school diploma or GED with a minimum of 9 years advertising experience.

Strong knowledge of advertising mediums, sales collateral development, direct mail and email mail marketing, content marketing, multichannel campaign management and marketing measurement and analytical skills.

Proven project management skills.

Advanced proficiency in MS Word, Adobe, MS Outlook, MS Excel, MS PowerPoint.

Proven experience working with compliance or regulatory or legal departments as applicable for marketing initiatives.

Strong communication skills with demonstrated experience developing and managing to performance metrics.

Proven strategic planning abilities.

Ability to correctly assess business opportunities, develop marketing and functional business requirements with a strong focus on establishing the financial implications.

Proven ability to influence stakeholders across functional areas around common goals and objectives.

Ability to manage multiple projectsStrong organization skills.

Ability to understand the risk and compliance implications with a marketing strategy project/product and be able to recommend business decisions taking these into consideration.

Strong skills are needed in: oral and written communications, creative problemsolving, time management, listening, accounting and negotiation.

Ability to implement largescale marketing programs.

Ability to motivate teams/individuals who are not direct reports to produce programs within predetermined timeframes while simultaneously managing multiple projects.

Ability to facilitate groups and develop effective working relationships with senior level management, line and staff.

Experience presenting marketing strategy and the associated financial justifications to Senior Management.

Advanced degree in Business or Marketing.
Business to Business marketing experience.
Worked in consultative role.

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