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Director. Brand Media & Sponsorship
Banco Santander
Boston, MA, United States
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Description
As a member of Santander’s retail banking division you’ll help serve Santander’s retail and small business customers as part of one of the top banks in the United States based on deposits. With principal presence in the northeast U.S., Santander’s retail division offers consumer and lending products to help our customers reach their financial goals. Santander currently serves nearly 2 million retail customers and 5.2% of the 2.7 million small businesses in the US footprint have a transactional account with Santander Bank.
POSITION SUMMARY
Responsible for building the Santander brand in the US against agreed upon KPIs through the development and management of brand strategy with consideration of target market, value proposition and business goals. Leverage both traditional and emerging media channels and sponsorships to develop innovative content and use of assets to achieve agreed upon brand goals. Develop and manage sponsorship partnership strategy and execution as it relates to brand and business goals including development of ROI platform to validate investment. Management of events in support of internal and external business and brand objectives and aligned with sponsorship team for effective use of assets. Responsible for management of traditional and emerging media in support of annual marketing plans. Work in collaboration with Head of Marketing to recommend and manage innovative use of media and marketing and content to drive business goals (monthly/quarterly/annually). Work directly with media and advertising agency for development and management of campaigns to support marketing plans. Work closely with brand experience team to ensure effective application internally and externally. Support needs of Corporate Communications and Human Resources as it relates to use of traditional, emerging and sponsorship assets in support of team member engagement. Manage teams in support of traditional (TV, Radio, Print), Emerging (Social, Digital) media and sponsorship/event management. Track effectiveness of brand campaigns against agreed upon KPIs through traditional, social, digital and sponsorship platforms.
POSITION DUTIES
• Work directly with advertising and media agency on execution and tracking.
• Develop bank brand research and brand monitoring program
• Ongoing development and management banks sponsorship strategy and team as it aligns to brand and business goals. Including innovative content and execution. Including tool to manage effectiveness and ROI.
• Active management of sponsorship team.
• Work collectively with Marketing Team for development of monthly/quarterly and annual marketing plans in support of business goals.
• Ongoing development and management of brand strategy to support brand and business goals.
• Responsible to meet agreed upon KPIs (brand awareness/favorability, etc..) and development of brand message strategy and content.
• Responsible for execution of traditional and emerging media per plan including alignment with advertising and media agencies.
• Active management of advertising team.
QUALIFICATION
15+ years marketing or agency experience required. Financial service background preferred but not mandatory
EXPERIENCE
At least 15 years
SPECIALIZED KNOWLEDGE
• Experience professional with the development and execution of sponsorship strategies to drive business goals with proven ROI.
• Experience with development of integrated marketing and communications strategies to drive brand and business goals; including use of advertising and emerging media (digital and social) to drive results.
• Experienced in analytics and measurement of brand and marketing activities towards agreed upon KPI.
• Understands all forms of marketing campaigns as well as measurement & monitoring tools to continually assess effectiveness.
• Experienced with the recruitment, development and ongoing management of professionals in support of business goals.
• Financial service background preferred but not mandatory
• Management of external agency relationships; including selection and ongoing evaluation of results.
• Management of multiple teams (directly and indirectly)
• Must have proven experience building brands for large, complex organizations (global a plus), advertising, media, emerging media (digital and social media), sponsorships to build brand, drive business.
• Proven ability to develop presentations to communicate business case, build consensus and gain acceptance.
• Strong negotiation skills with Executive Committee Members.
• Seasoned executive with proven experience in brand building for large organization for both retail and business market (Business to Business and Business to Consumer) with proven results.
• Strategic and tactical leader who demonstrates innovation and creativity towards business goals.
• Ability to handle multi-projects, prioritize and lead teams to exceptional delivery of results.
• Strong verbal and written communication skills; capability for analytical thinking, dynamic presentation skills.
At Santander, we value and respect differences in our workforce and strive to increase the diversity of our teams. We actively encourage everyone to apply.