Product Marketing Specialist-Residential Banking

Overview

The Product Marketing Specialist for Residential Lending at City National Bank is a full-stack marketer who drives all marketing efforts—from strategy to execution—to enhance our brand and support business goals. This includes creating and managing end-to-end marketing initiatives (branding, digital campaigns, content, analytics, and lead generation) to maximize impact in Residential Lending, while overseeing Total Expert (CRM) to meet the daily needs of Mortgage Lending Officers (MLOs).

The Specialist partners with internal cross-functional teams and external partners —to deliver cohesive marketing campaigns, maintains compliance, and ensures a “Best in Class Client Experience.” This position requires the exercise of discretion and independent judgment, within the scope of the individual’s authority, with respect to matters of significance to the Bank.

• Develop and implement comprehensive marketing initiatives for Residential Lending, including brand strategy, digital campaigns, content creation, analytics, and lead generation.
• Evaluate performance metrics, identify areas of improvement, and optimize strategies for maximum impact on the bank’s brand and business objectives.
• Oversee day-to-day management of Total Expert, ensuring the platform meets the evolving marketing and communication needs of Mortgage Lending Officers (MLOs). – Experience with Total Expert CRM as a Marketing Administrator is required.
• Continuously update and refine platform content to align with campaign objectives and regulatory requirements.
• Partner with the bank’s Brand, PR, Media, Social Media, Events, Creative, and Sales teams, as well as external agencies, to develop cohesive marketing initiatives.
• Coordinate with internal stakeholders to gather insights, align on business priorities, and ensure seamless execution of marketing plans.
• Maintain up-to-date knowledge of relevant regulations, ensuring all marketing and communication materials adhere to compliance standards.
• Collaborate with Compliance and Legal teams to secure necessary approvals and minimize risk.
• Champion a “Best in Class Client Experience” by consistently delivering high-quality marketing materials and messaging that resonate with prospective and current homeowners.
• Demonstrate a sense of urgency and teamwork, ensuring timely responses to internal and external stakeholder needs.
• Exercise discretion and independent judgment on matters of significance to the Bank, working within the scope of your authority.
• Provide recommendations for new marketing tools, partnerships, and technologies that can enhance City National Bank’s Residential Lending presence and performance.
• Track and analyze key performance indicators (KPIs) to measure campaign success and guide data-driven decisions.
• Present regular updates to senior leaders, offering insights on campaign results, market trends, and new opportunities.
• Other miscellaneous duties as assigned.

• 1-3 years experience in for profit institution within regulated industry institution within regulated industry (e.g., Insurance, Financial Services, Real Estate,):
  Consumer Products and Services supporting Local and/or Regional and/or Field Marketing (e.g., East Coast) | Total Expert CRM Administration.
• 3-7 years experience in institution within regulated industry (e.g., Insurance, Financial Services, Real Estate,):
  Consumer Products and Services supporting Local and/or Regional and/or Field Marketing (e.g., East Coast) | Total Expert CRM Administration.
• Creative Thinker:
  Deep understanding of and interest in consumer behavior. Ability to identify trends and insights that lead to impactful communications. Sees unique connections in data, events, and trends to anticipate business opportunities and brings them forward.
• Consumer Empathy:
  Effectively communicates needs, priorities in and outside the organization.
• Category Interest:
  Desire to become functional expert in mortgage marketing
• Strong Communicator:
  Ability to partner with various groups, creatively problem solve and drive outstanding results
• Category Interest:
  Desire to become functional expert in mortgage marketing
• Collaborative Spirit:
  Ability to…