Vice President, Director of Marketing
Peoples Bank is nestled on the scenic banks of the Ohio River in historic Marietta, OH, where our Legacy of leadership dates back to 1902. Like the city of Marietta, which is recognized for its historic significance as the first settlement in the Northwest Territory and its transformation into a leading trade center, Peoples Bank is known for its bold leadership and dedication to improving the financial lives of those families and communities we serve in the Mid-Ohio Valley. Recently, Peoples Bank helped renovate Peoples Bank Theatre, a historic landmark that draws entertainers from around the globe. To ensure ongoing support, the Peoples Bank Foundation has contributed more than $2.6M for scholarships, community improvements, families who have been affected by natural disasters and many other important needs. Our 800+ team members are actively involved in giving back, participating in a multitude of non-profit and community organizations around Ohio, West Virginia and Kentucky. The communities we serve are at the center of what we stand for at Peoples Bank. Working Together. Building Success.
Reporting to the Chief Marketing Officer, the Director of Marketing is equal parts ROI enthusiast, marketing evangelist and creative genius. The Director of Marketing will lead the planning, development and execution of key brand and marketing programs designed to shape positive market perception, extend brand reach, grow awareness among target audiences, generate sales leads and increase revenue in alignment with Peoples Bank business goals. Actively models the role of marketing as a revenue driver within the organization.
Based on Line of Business (LOB) goals, plan, present and execute data-driven marketing strategy and tactical campaigns to generate high-quality sales leads. Responsible for leading integration of marketing channels - tightly interweaving, print, website, social media, SEO and others. Identify and recommend new marketing vehicles to expand Brand reach. To inform future campaign planning, routinely measure and report marketing ROI to stakeholders. Monitor marketing ROI against downstream business metrics to inform investment decision making. Manage sales support and community engagement activities such as branch merchandising and grand opening evens.
Manage and cultivate Full time marketing Associates and select/manage third-party resources to supplement the Marketing Department as we help key stakeholders achieve business goals. Design and implement best practices, processes and infrastructure/systems to continually improve the marketing effort for Peoples Bank. Must be an experienced manager of CMS, marketing automation and other martech.
Assists with planning the annual Marketing budget and monitors campaign expenses to remain in alignment with approved funding. Manages designated marketing vendor contracts.
Ability to apply market research and key data insights to develop successful marketing strategy and persuasive storytelling to increase leads and revenue.
Develop data-driven marketing strategy, present to stakeholders and execute tactical campaigns to meet/exceed company goals.
Produce key strategy documents, including: creative briefs, campaign planning roadmaps, message maps, editorial plans and others.
Ensure that all marketing channels, Associates and third-party resources operate at peak efficiency and are delivered with the highest quality output possible to achieve business goals. Plan for and deploy resources in alignment with seasonal product/sales cycles.
Collaborate with stakeholders (LOB managers, sales support, IT, PR and others) to maintain content freshness on all marketing channels and increase lead-generation.
Responsible for maintaining sharp focus, marketing integration across all marketing channels and authenticity of Peoples Bank brand and voice.
Ensure marketing stakeholders needs are met in a timely manner.
Education, Experience and Job Skills
Marketing veteran driven by creative intuition but able to gut check and course-correct with data, as well as report results and optimize using data insights. Fluent in these key digital marketing disciplines (online sales, SEO/SEM, design, video, lead-gen forms, etc.) and media (print, digital, social, collateral, communications/PR, whitepapers, infographics, etc.).
Broad marketing experience with emphasis in direct marketing, digital lead-generation and responsive web design for product sales and extending brand reach. Exposure to servicescape and branded customer experience management theory is a plus.
B2C and B2B marketing expertise is required.
Collaborative leader with excellent communication skills, both written and verbal. Works well with IT partners to advance the marketing effort.
Well-tested supervisory skills with demonstrated ability to cultivate junior staff. Substantial expertise in selecting/managing third-party marketing resources.
Significant experience in marketing and storytelling for millennial audience. Meticulous attention to detail and craftsmanship in all things marketing.
Demonstrated, multi-year experience with CMS, marketing automation (Marketo, Hubspot, Pardot or similar) and marketing analytics. Proven ability to plan and produce breakthrough marketing programs.
Previous design, photography, copywriting or mobile app experience will be a plus.
Bachelor's degree in Art, Design, Communications, Marketing or related discipline. Masters degree a plus.
Employment Type: Permanent
Work Hours: Full Time
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