Branch Segmentation Marketing Strategy, Vice President

Overview

We are seeking to expand our team with a talented and experienced marketing strategist who will lead our customer experiences targeted to specific branch segments across our 5k branch network.

As part of our high-profile branch transformation initiative, the Vice President of Branch Segmentation Marketing Strategy is essential to increasing the relevancy and efficacy of our marketing content and experiences. This role will identify customer and branch segment insights to help us develop new and innovative strategies while continuously evolving and optimizing existing branch marketing. In order to successfully deliver best-in-class experiences, this role will partner with agencies as well as with internal partners in Real Estate, Brand, Insights, enterprise-wide lines of business and Branch/Field Leadership.

• Develop deep understanding of key branch segments through existing and new research, and identify key insights to deliver on segment priorities
• Create new strategies to deliver high-impact marketing for branch customers by segment
• Work in collaboration with internal and external partners to develop and deliver holistic program and campaign plans to deliver best-in-class marketing on time and on budget
• Build ongoing relationships with our lines of business to optimize the application of branch segment insights to their programs and campaigns
• Create and lead execution of learning agenda to measure success, identify new opportunities and ultimately develop thought leadership and best practices
• Develop and deliver high impact presentations with a high level of executive presence
• Conduct regular branch visits and use field feedback to continually improve what and how we deliver our branch marketing
• Identify opportunities to leverage AI to enhance our research, planning, execution and performance optimization

• 4-year degree in Marketing, Retail or Business Management
• 6+ years of experience in a Marketing Strategy role with strong emphasis on leveraging customer insights to drive innovation
• Hospitality mindset when working with partners and when delivering for customers; prioritize building meaningful relationships
• Able and willing to drive both highly strategic work streams and tactical project plans
• Develop strong partnerships; lead through collaboration; recognized as a team player
• Proven ability to take initiative, influence others, and achieve results
• Experienced in program management and excels at managing multiple initiatives simultaneously
• Strong analytical, problem solving and planning skills with ability to simplify the complex
• Understands and applies proactive risk mitigation, manages through issues and escalates appropriately
• Faces facts, acts on issues quickly, removing roadblocks, eliminating unnecessary bureaucracy and learning from mistakes
• Excellent written and verbal presentation skills – especially for C-suite audiences
• Highly proficient in Microsoft Excel and Power Point

• Highly curious and never settles for good enough
• Some experience in either Financial Services or Retail
• Proven track record of delivering end-to-end customer experience to ensure excellence throughout