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Job Summary The Senior Marketing Specialist is responsible for the development and execution of marketing plans and tactics, for the Consumer Banking product and sub-business groups within units assigned. The development of these plans requires thorough knowledge of the businesses involved, the competitive environment, leading marketing practices within the space and a general understanding of the financials, goals and objectives of the Consumer Banking product lines and sub-business units assigned. Responsible for working directly with the senior leadership of the Consumer Banking business unit in order to understand their priorities and strategic objectives, situational opportunities and to provide timely support for their initiatives and market opportunities. Possess a practical understanding of the businesses supported, at an industry and market level, able to quickly identify marketing opportunities that support unit objectives. Knowledge needs to focus on an understanding of the products and services sold, the incentive structure, market conditions, competition, etc. Need to have the ability to manage the execution of the strategic and tactical plans that have been developed in support of the annual business objectives, balancing competing priorities and changing conditions across the regions that comprise the focused areas within units assigned. Develop and maintain strong relationships within the targeted group of constituents, including business unit leaders, front line colleagues and key internal partners including Operations/IT, Legal/Compliance and other Marketing support functions (Creative Services, e-Commerce, etc.) Key responsibilities also include managing the development of and tracking goals and objectives for individual promotions, working with sales administration to correlate marketing programs. Must have proven aptitude and success in the development and execution of promotional solutions, communications tools, managing against budgetary limitations and providing adaptability to changing conditions.
Develop and implement effective marketing plans for the Consumer Banking product groups and business units that support annual objectives and sales goals.
Working with key partners, facilitate and oversee the analysis of the customer/client and prospect universe within Consumer Banking in order to provide insight and market opportunities for the products and groups supported: Identify and target optimal prospects and customers; Execute programs and solutions that deliver against client expectations and capitalize on identified opportunities
Discover customer insights that lead thought-leadership initiatives which translate to effective marketing campaigns. Develop content to bring brand strategy and value proposition to market with the most relevant touch points.
Ensure channel message integrity for all groups and product categories supported, ensuring continuity of message and focus. Manage editorial calendar, including promotional material, digital content and equity assets library.
Effectively manage internal and external partnerships.
Compile voice of customer and customer insights, measure marketing efforts and identify ways to continuously drive marketing effectiveness. Consistently measure and communicate performance tied to business results.
Bachelor's Degree or equivalent combination of education and experience Marketing or related field Required
4-7 years Marketing experience either within a mid-tier financial services company or equivalent marketing experience in a related industry (advertising, market research, etc.) Required
Internal Number: 2111016
About Associated Bank
Associated Banc-Corp (NYSE: ASB) has total assets of $34 billion and is Wisconsin’s largest bank holding company. Headquartered in Green Bay, Wisconsin, Associated is a leading Midwest banking franchise, offering a full range of financial products and services from more than 220 banking locations serving more than 120 communities throughout Wisconsin, Illinois and Minnesota, and commercial financial services in Indiana, Michigan, Missouri, Ohio and Texas. Associated Bank, N.A. is an Equal Housing Lender, Equal Opportunity Lender and Member FDIC. More information about Associated Banc-Corp is available at www.associatedbank.com.