Marketing/Public Relations Director

POSITION PURPOSE:

Develops and implements marketing, sales and public relations plans and strategies to achieve the strategic and financial goals of the organization. Works with every department of the bank to develop strategies and implement plans for marketing bank services through internal and external communication, advertising, public relations, promotion, research, new product development, training, pricing, customer relationship management and sales. Responsible for maintaining and enhancing the image of the bank and creating a brand strategy that supports profitable customer and community relations. Directs a staff of staff professionals who implement the day-to-day marketing functions within budget guidelines set forth by the organization. Serves as the primary media spokesperson for the bank and is charged with developing positive relationships with all local media representatives. Responsible for ensuring compliance with all regulatory agencies governing marketing activities.

DUTIES, SCOPE, RESPONSIBLIITIES & AUTHORITY: 

Develops short and long-term marketing, advertising and public relations strategies that promote products and services favorably for the bank as well as individual departments within the bank.  Maintains contact and knowledge base of marketing skills inside and outside the organization, promoting services and products, exchanging information and keeping abreast of issues, trends and developments in the marketing and financial services industries. Develops and executes annual marketing plan and budget. Maintains reports on the status of the plan and budget, and ensures accurate compliance records are kept.  Ensures the organization has competitive and complete product offerings.  Directs production and distribution of press releases, media advertising and sales literature.  Plans, directs and implements community relations activities, promotional campaigns and celebrations.  Develops and directs customer communication programs.  Advises other departments on marketing, sales and promotional strategies.  Oversees consistent implementation of the brand across all channels: branches, printed materials, letters, etc. Provides approval on all bank communications, design and advertising issues.  Coordinates all placement and approval of media advertising across channels.  Oversees marketing through alternatives delivery channels such as social media and the Internet.   Participates in community service activities to broaden the impact of the bank in the community.  Expected to take on leadership roles in the community, in public presentations, community education and customer awareness relative to the bank’s goals.  Coordinates the donation and sponsorship process for the bank.   Provides reports and analysis of marketing and public relations efforts to measure success or failure of efforts. Recommends appropriate changes to plans.  Provides informal leadership as well as marketing support to the holding company and its subsidiaries.   Directs the strategic use of a database marketing system to track and analyze the bank’s customer relationships, household service penetration, and serve as a market research tool.  Evaluates and researches consumer markets and competitive environment to determine appropriate marketing strategies.  Provides oversight in the bank’s customer relationship management process.  Consults with other senior management on reviewing activities relative to goals, customer feedback on sales contacts, prospect lists and activities, and system enhancements and changes.  Communicates regularly with the Executive Committee and all department managers to fully integrate goals and activities with their efforts. Advises management on the marketing aspects of all major bank activities. Oversees the ProsperU department and advises on program initiatives.  Serves on the following bank-wide committees in addition to leadership of the Board of Directors Marketing Committee: ALCO; Pricing; Strategic Planning; and Business Development.  Implements strategies to achieve goals assigned to the marketing department beyond the normal scope of duties.  Responsible for compliance with all banking regulations which are applicable to the job, including Bank Secrecy Act and information security initiatives.

SUPERVISORY RESPONSIBILITIES:

Responsible for supervising the activities and daily operations of the Marketing Department of Central Bank of Boone County.  Responsible for a capable and efficient staff as well as an outside network of consultants, freelance resources, agencies, to be responsive to marketing opportunities, needs and requests.  Serves in consultation with marketing efforts of the Central Bancompany as a whole. 

Qualifications:

Bachelor’s degree in public relations, marketing, journalism, communications or related field with a strong liberal arts foundation. An MBA in marketing is desirable but not essential. A minimum of three years of supervisory experience is required. In addition, at leave five years of progressively responsible marketing or public relations experience including planning, advertising, public relations, sales and budget management is required. Background and experience in financial services marketing is desirable but not required.  Organizational, analytical and interpersonal skills are essential. Flexibility and creativity as well as an ability to work well with others in teams are very important.