At Associated Bank we strive to create an inclusive culture where different perspectives are valued and recognized as strengths critical to our success. If you thrive in an environment where your growth and development are encouraged and supported, then Associated Bank may be the right place for you.
The Senior Marketing Specialist - Total Expert Platform Admin is responsible for the implementation of the platform, related processes, and execution of marketing plans through Total Expert as it relates to the mortgage business. Responsible for working with the mortgage segment leaders to understand their priorities and strategic objectives, to provide timely support for their initiatives and marketing opportunities. Knowledge needs to focus on an understanding of the products and services sold, and how to bring initiatives to life through Total Expert.
Senior Marketing Specialist will be a subject-matter expert supporting marketing and sales teams on the delivery of Total Expert marketing initiatives. This position will lead the execution of Total Expert marketing strategies for B2C and delivering best practices to the organization, which are to be leveraged/optimized in ongoing collaboration with Marketing and Sales Teams, Operations, and IT.
Job Accountabilities

• Develop and implement effective marketing plans for the product groups and assigned sub-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 assigned business units 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.
• 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.
• Lead the content creation and execution of Total Expert marketing initiatives to optimize:
  
  • Customer loyalty, acquisition, retention, personalization, and promotional strategies
  • Referral partner loyalty, acquisition, retention, personalization, and promotional strategies
  • Create integrated Total Expert initiatives to align with individual loan officer and recruiter strategies to drive sales and recruiting goals
  • Partnered with analytics team:
    
    • Develop reporting and insights based on a clear understanding of business objectives to inform leadership
    • Maintain counts of key audience segments and monitor trends in the health of the lists, identify opportunities, and potential data quality issues
    • Ongoing analysis of customer and potential customer behavior, including email performance to provide recommendations for testing & optimization
    • Ensure marketing initiatives include measurable data points to assess objectives
    • Manage key data fields and integration between our Total Expert and marketing automation systems, and develop dashboards with key performance indicators to monitor how email and other marketing efforts are performing against goals
  • Working with Compliance, monitor legal issues surrounding customer data and privacy
  • Develop Total Expert best practices, including email deployment routes & scheduling protocols
  • Drive execution of strategy across email, including promotional, automated, and segmented/customized campaigns using Total Expert
  • Recommend and coordinate appropriate user training for Total Expert, and work directly with training team to develop and implement internal/custom staff learning that will optimize use of the Total Expert
  • Partnered with the Field Marketing Team, help lead the creation/implementation of awareness campaigns, motivation tactics, etc. to grow Total Expert adoption
  • In collaboration with Marketing and IT leadership, manage relationship with the Total Expert vendor, serving as the primary contact for system usage, performance, and enhancement exploration.
  • Ensure consistent system operation, accuracy, timeliness, and functionality.
• Build strong interpersonal relationships and promote a collaborative environment amongst corporate and branch management, with ability to balance strong & diverse personalities
• Partner with the sales operations team to understand sales funnel performance at the divisional and branch levels and identify marketing levers to improve funnel performance

Requirements
Education

• Bachelor's Degree or equivalent combination of education and experience Marketing Required

Experience

• 2-5 years Marketing, either within a mid-tier financial services company or equivalent marketing experience in a related industry (advertising, market research, etc.) Required

A Successful Person In This Role Will Also Have:

• Knowledge of the mortgage industry and how the mortgage process works is strongly desired
• Experience using Total Expert software; or similar experience developing integrated marketing strategies and integration of CRM with broader traditional and digital marketing efforts
• Experience using various email marketing platforms, and developing triggered email programs such as Journey Builder, Pardot, etc.
• Knowledge or experience using Adobe Workfront project management software.
• Technical acumen with an ability to understand IT solutions and potential tradeoffs - able to communicate technology concepts to business users
• A strong understanding of modern digital marketing principles
• Experience adapting to change; able to adjust and re-calibrate timelines, project deadlines and project oversight approach when change in strategy occurs
• Positive, approachable, personality; a problem-solver vs problem-finder mindset
• High degree of proactivity and making deadlines on or ahead of time
• Ability to collaborate across the organization and within the division

In addition to core traditional benefits, we take pride in offering benefits for every stage of life.

• Retirement savings including both 401(k) and Pension plans.
• Paid time off to volunteer in your community.
• Opportunities to connect with others through our diversity-focused Colleague Resource Groups.
• Competitive salaries with professional development and advancement opportunities.
• Bonus benefits including well-being programs and incentives, parental leave, an employee stock purchase plan, military benefits and much more.
• Personal banking, loan, investment and insurance benefits.

Associated Bank serves more than 120 communities throughout Wisconsin, Illinois and Minnesota and we consider our colleagues critical to our continued success. See why our colleagues continually vote us a best place to work in the Midwest. Join our community on Facebook, LinkedIn and X.
Compliance Statement
Associated Bank is an equal opportunity employer committed to creating a diverse workforce. We support a work environment where colleagues are respected and given the opportunity to perform to their fullest potential. 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.
Fully complies with all applicable enterprise policies and procedures. Acts in compliance with all applicable laws and regulations as outlined in training materials, including but not limited to Bank Secrecy Act. Responsible for reporting suspicious activity to Financial Intelligence. Responsible to report all customer complaints as prescribed and procedure violations to management or HR.
Responsible to report ethical concerns as needed to Associated Bank's anonymous Ethics Hotline.
Associated Bank provides additional assistance to individuals with disabilities throughout the application & interview process. Please contact leavesandaccommodations@associatedbank.com if you need an accommodation at any time during the interview process.
Associated Banc-Corp is an Affirmative Action and Equal Opportunity Employer. Associated Banc-Corp participates in the E-Verify Program. E-Verify Notice English or Spanish. Know Your Right to Work English or Spanish.
Associated Bank is Pay Transparency compliant.