Vp/Digital Marketing Strategist

Develop and maintain a consistent, positive brand image across the spectrum of current social media platforms in alignment with business strategies and direction.  Manage the Bank’s website and campaign-based email strategy and execution.   

• Provides strategic leadership for and development and execution of content marketing strategy for the Bank, planning for leveraging this content across paid, owned, and earned marketing channels.
• Develops and executes social media and community management strategy.
• Maintains a consistent, positive brand image across the spectrum of current social media platforms.
• Creates engaging and professional visuals (with support from internal graphic designer and external agency partners) properly reflecting our brand with customized social media pages.
• Reviews advertising opportunities within current and emerging social media platforms.
• Leverages measurement tools, providing progress reports while finding ways to improve on those metrics through testing and new initiatives.
• Provides leadership in planning and execution of paid digital media advertising.
• Strategizes about how to most effectively communicate the Bank’s brand and offerings on website; partners with digital agency on capabilities and execution.
• Responsible for website updates through our designated content management system.
• Develops personalization plan and test & learn approach with regard to website content.
• Measures and optimizes paid and organic marketing using Google Analytics and marketing analytics reports.
• Develops campaign-based and trigger-based/automated/journey email campaign design and content while maintaining brand voice.
• Handles the creative design, delivery, customer list creation and segmentation, personalization and messaging, scheduling, analytics and test-and-learn strategies for all email marketing communications.
• Sets the email strategy and testing roadmap by staying ahead of new developments in email and other channels.
• Delivers analysis and reporting of campaign and operational email performance; communicate results and provide/implement improvement recommendations.
• Identifies enhancements needed to increase email list growth, decrease opt-out rate and increase email performance.
• Monitors website, social media and email trends, innovations, and best practices and recommends applications to the Bank’s marketing program.
• Manages Search Engine Optimization (SEO) and Search Engine Marketing (SEM) execution; determines best mix of agency support and in-house execution.
• Serves as key marketing point of contact and marketing champion for selected lines of business.
• Assists with special projects as assigned.
• In the performance of respective duties, must maintain knowledge of and ensure compliance with the Bank Secrecy Act and all other regulatory, security and bank policies.
• Performs other duties as assigned by supervisor.

• Bachelor’s degree in business communication, public relations, marketing/advertising or related discipline
• Five to ten years managing digital marketing strategy and execution, including:
• In-depth knowledge in creating and utilizing social media content and maintaining community, including on Facebook, LinkedIn, Twitter/X, and Instagram, in tandem with an understanding of personal data derived from social media vendors
• Content marketing
• Website management
• SEO
• SEM
• Knowledge of social media legal guidelines and best practices
• Multichannel digital marketing experience preferred
• Self-starter with ability to multitask and manage competing priorities
• Professional written/verbal communication skills including editing and crafting content for the digital space is essential
• PC literacy required
• Commitment to excellence and high standards
• Good judgment with the ability to make timely and sound decisions
• Creative, flexible, and innovative team player
• Ability to work independently and as a member of various teams and committees
• Acute attention to detail