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Senior Vice President, Integrated Marketing
U.S. Bank
Minneapolis, MN, United States
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Description
At U.S. Bank, we're passionate about helping customers and the communities where we live and work. The fifth-largest bank in the United States, we’re one of the country's most respected, innovative and successful financial institutions. U.S. Bank is an equal opportunity employer committed to creating a diverse workforce. We consider all qualified applicants without regard to race, religion, color, sex, national origin, age, sexual orientation, gender identity, disability or veteran status, among other factors.
Reporting to the Chief Marketing Officer, the Senior Vice President of Integrated Marketing will be accountable for leading digital and direct marketing strategy and executing these plans across all customer touch-points including online and mobile marketing efforts. This individual will focus on building marketing programs which generate demand and online sales for all lines of business and segments, in addition to brand building efforts to drive awareness, consideration, and loyalty. He/She will lead a team of 45 digital and marketing professionals who partner with channel management and the business heads, to develop and execute the appropriate digital & direct marketing plans and drive implementation behind those initiatives in order to meet the bank’s revenue goals.
This leader will specifically be responsible for achieving business goals for a variety of product groups spanning across checking, mortgage, home equity, wealth, auto, merchant acquiring, wholesale banking & securities services (B2C and B2B). He/she will own the digital “center of excellence” by building out an expert team, implementing best-in-class standards and executing innovative marketing plans for digital media, web analytics, SEO, and SEM. As a part of the bank’s digital transformation and upgrade, this leader will ultimately drive and influence the digital marketing agenda and will serve as a subject matter expert and consultant across the organization.
This leader will also drive our Marketing-Technology relationship and architecture for the Enterprise Marketing Team. As such, the candidate must be adept in working directly with technology professionals and concepts and relating to business teams and needs. This architecture includes data layers, analytics, CRM platforms, Marketing Automation Platforms, Email Platforms, Trigger based platforms, Next Best Action Engines, Testing and Optimization.
The successful candidate must be an analytical thought leader who enjoys working in a highly collaborative, matrix environment. He/she will demonstrate high integrity, intelligence and proven domain expertise. In addition to possessing analytic and strategic skills, he/she will have the proven ability to influence, motivate and manage others in a highly-complex business environment.
RESPONSIBILITIES
A summary of the new executive’s responsibilities follows:
• Create digital marketing strategy and lead a team that executes these plans for online and mobile marketing / business development, supporting all lines of business (consumer, wholesale, wealth management, and payments). Supervise the enterprise strategy for paid search, SEO and landing pages.
• Develop a plan, consistent with company resources for key digital content development.
• Accountable for ROI analysis and measurement practices. S(he) will lead measurement initiatives across channels including test and target, multi-variant testing and attribution analysis.
• Ensure digital marketing strategy encompasses all USB channels – branch, phone, ATM, online, and mobile.
• Collaborate with Key Marketing Segment managers to utilize online /mobile channels to achieve key U.S. Bank line of business revenue goals, as part of the overall line of business marketing plans.
• Collaborate with the Director of Marketing Shared Services on digital advertising and planning activities for LOB goal achievement and brand awareness.
• Collaborate with Technology & Operations and Consumer Channel Leaders to influence customer engagement online and with mobile products.
• Drive Digital and Data Innovation with the goal of delivering best in class personalize customer journey’s and experiences.
• Deliver a best in class Digital and Direct Marketing Capability to support our broader brand building and performance marketing initiatives.
Qualifications
ESSENTIAL REQUIREMENTS
• Bachelor degree is required, Master’s degree is preferred.
• Strong track record of 15+ years leading a digital marketing team in a highly collaborative, complex, consumer-centric business.
• Deep experience in Financial Services is ideal, but will consider other best-in-class consumer experience with depth in emerging technologies, digital strategy and website optimization (i.e. Insurance, Consumer Services, Retail, Hospitality, CPG).
• Possesses world-class leadership skills and has managed a team of comparable size to U.S. Bank; passion for recruiting, developing and retaining top-talent.
• Proven success developing digital marketing plans in support of high transaction and service level businesses. A proven track record of delivering business results in an integrated cross-channel environment.
• History of making an impact, developing and executing on strategies and delivering superior results in both the short and long term.
• Demonstrated ability to understand, define and deliver a superior online customer experience.
• Exposure to ROI analysis and measuring the channel’s effectiveness is essential.
• Ability to develop tools, metrics and performance indicators to measure success and rate performance in order to benchmark results.
• Must have exceptional and “flexible” collaboration skills as this position will partner with multiple stakeholders, including marketing segment leaders, product managers, channel managers, technology and operations leaders and professionals.
• Possesses organizational awareness and demonstrated relationship building skills, with a superior ability to “make things happen” through the use of positive influence.
• Skillful and powerful communication (written and verbal), negotiation and partnership skills to balance stakeholder input but remain objective to reach the right outcome.