What are the responsibilities and job description for the Demand Generation Specialist - Marketing position at Union Savings Bank - CT?
The Demand Generation Specialist will be responsible for generating and nurturing qualified consumer and business lending opportunities through marketing automation, audience segmentation, lifecycle marketing, landing page optimization, and performance analysis. This role focuses on improving SMB/commercial lending lead quality, increasing consumer loan applications and conversions, and supporting wealth management and future new-to-bank acquisition efforts. The position works closely with Marketing leadership and business-line stakeholders to improve lead quality, strengthen nurture programs, optimize conversion paths, and better understand which marketing activities are driving results.
Lead Generation & Lifecycle Marketing
- Execute lead generation, lead nurture, and lifecycle marketing programs that improve lead quality, engagement, and conversion for consumer and business banking products.
- Build and maintain automated workflows, email campaigns, audience segments, lead scoring models, and customer journeys within marketing automation platforms.
- Partner with business-line stakeholders to improve lead quality, lead readiness, and marketing-qualified lead (MQL) performance while supporting new-to-bank acquisition efforts.
Conversion Optimization & Audience Development
- Optimize landing pages, forms, and digital conversion paths to improve lead capture, application completion, and overall campaign performance.
- Utilize customer, prospect, and behavioral data to improve audience targeting, segmentation, and campaign effectiveness.
- Support SEO, AEO, and digital experience improvements that enhance lead generation outcomes.
Reporting, Analysis & Collaboration
- Monitor campaign, lead, and nurture performance and provide actionable recommendations to improve results.
- Support source tracking, lead attribution, and reporting efforts using marketing automation, website analytics, and business data sources.
- Collaborate with internal stakeholders and external partners to ensure marketing programs are effectively executed, measured, and compliant with established governance standards.