Fifth Third Bank
Director, Brand Management – Commercial Banking
Fifth Third Bank, Cincinnati, Ohio, United States, 45208
Director, Brand Management – Commercial Banking
General Function
The Director, Brand Management – Commercial Banking is responsible for developing and delivering innovative marketing campaigns and generating effective strategies that grow market share as well as the brand's awareness and consideration, ultimately leading to client growth. The Director will work directly with Fifth Third's creative agency of record to analyze how the brand is positioned in the market and crystallize targeted client insights. The role includes risk management by adhering to policies and ensuring actions and behaviors drive a positive customer experience while operating within the Bank's risk appetite.
Essential Duties & Responsibilities
Assist in establishing strategic marketing campaigns to achieve corporate or divisional objectives.
Collaborate with marketing and line of business partners to develop campaigns, including broadcast advertising, print, direct mail, in-branch merchandising; includes major campaigns and blitzes.
Translate brand strategies into brand plans, brand positioning and go-to-market strategies.
Work with the Creative Services leader to steer creative development and motivate targeted populations to take action.
Measure and report performance of brand and advertising campaigns against goals (ROI and KPIs).
Partner with media agency to identify best-suited media platforms and combine creative thinking with analysis to reach target audiences effectively.
Monitor market trends, research client markets and competitors' marketing activities to identify opportunities and issues.
Develop and manage budgets and provide ongoing feedback.
Oversee advertising activities to ensure consistency with brand strategy.
Brainstorm new and innovative growth strategies.
Align the company around the brand's direction, choices and tactics.
Supervisory Responsibilities Provide employees with timely, candid and constructive performance feedback; develop employees to their fullest potential; build a talent pool to ensure adequate bench strength and succession planning; recognize and reward accomplishments. Assist in developing appropriate talent pools to ensure bench strength and succession planning.
Minimum Knowledge, Skills & Abilities Required
Bachelor's degree in marketing or related field, or equivalent work experience.
10+ years' experience in brand or product management with 3+ years of management responsibility.
5+ years' experience creating and producing brands and campaigns targeted toward business clients.
Prior experience in marketing strategy and budgeting.
Excellent written and verbal communication skills.
Strong research and analytical skills.
Comfort with CRM software.
In-depth understanding of the company's current products and future concepts.
Ability to think creatively and innovatively.
Professional judgment and discretion from experience in the field.
Analytical skills to forecast and identify trends and challenges.
Familiarity with latest trends, technologies and methodologies in graphic/web design and production.
Thorough knowledge of marketing principles, brand, product and service management, sales and business development.
Strong business acumen and proactive problem-solving abilities.
Superior communications and presentation skills effective for diverse audiences.
Strong organizational and planning skills with keen attention to detail.
Working Conditions
Normal office environment with limited exposure to dust, noise, and temperature variations.
Extended viewing of computer screens.
Location Cincinnati, Ohio 45202
Salary & Benefits The base salary is within the range for roles within this pay grade across the U.S. Individual salaries vary based on role, relevant skillset, experience, education, and geographic location. This role is eligible to participate in an incentive compensation plan based on company and/or individual performance. We offer comprehensive benefits designed to support physical, financial, emotional, and social well-being. Learn more on our Careers page.
Additional Information Attention search firms and staffing agencies: do not submit unsolicited resumes for this posting. Fifth Third does not accept resumes from agencies without an active agreement. This posting reflects an equal employment opportunity environment.
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The Director, Brand Management – Commercial Banking is responsible for developing and delivering innovative marketing campaigns and generating effective strategies that grow market share as well as the brand's awareness and consideration, ultimately leading to client growth. The Director will work directly with Fifth Third's creative agency of record to analyze how the brand is positioned in the market and crystallize targeted client insights. The role includes risk management by adhering to policies and ensuring actions and behaviors drive a positive customer experience while operating within the Bank's risk appetite.
Essential Duties & Responsibilities
Assist in establishing strategic marketing campaigns to achieve corporate or divisional objectives.
Collaborate with marketing and line of business partners to develop campaigns, including broadcast advertising, print, direct mail, in-branch merchandising; includes major campaigns and blitzes.
Translate brand strategies into brand plans, brand positioning and go-to-market strategies.
Work with the Creative Services leader to steer creative development and motivate targeted populations to take action.
Measure and report performance of brand and advertising campaigns against goals (ROI and KPIs).
Partner with media agency to identify best-suited media platforms and combine creative thinking with analysis to reach target audiences effectively.
Monitor market trends, research client markets and competitors' marketing activities to identify opportunities and issues.
Develop and manage budgets and provide ongoing feedback.
Oversee advertising activities to ensure consistency with brand strategy.
Brainstorm new and innovative growth strategies.
Align the company around the brand's direction, choices and tactics.
Supervisory Responsibilities Provide employees with timely, candid and constructive performance feedback; develop employees to their fullest potential; build a talent pool to ensure adequate bench strength and succession planning; recognize and reward accomplishments. Assist in developing appropriate talent pools to ensure bench strength and succession planning.
Minimum Knowledge, Skills & Abilities Required
Bachelor's degree in marketing or related field, or equivalent work experience.
10+ years' experience in brand or product management with 3+ years of management responsibility.
5+ years' experience creating and producing brands and campaigns targeted toward business clients.
Prior experience in marketing strategy and budgeting.
Excellent written and verbal communication skills.
Strong research and analytical skills.
Comfort with CRM software.
In-depth understanding of the company's current products and future concepts.
Ability to think creatively and innovatively.
Professional judgment and discretion from experience in the field.
Analytical skills to forecast and identify trends and challenges.
Familiarity with latest trends, technologies and methodologies in graphic/web design and production.
Thorough knowledge of marketing principles, brand, product and service management, sales and business development.
Strong business acumen and proactive problem-solving abilities.
Superior communications and presentation skills effective for diverse audiences.
Strong organizational and planning skills with keen attention to detail.
Working Conditions
Normal office environment with limited exposure to dust, noise, and temperature variations.
Extended viewing of computer screens.
Location Cincinnati, Ohio 45202
Salary & Benefits The base salary is within the range for roles within this pay grade across the U.S. Individual salaries vary based on role, relevant skillset, experience, education, and geographic location. This role is eligible to participate in an incentive compensation plan based on company and/or individual performance. We offer comprehensive benefits designed to support physical, financial, emotional, and social well-being. Learn more on our Careers page.
Additional Information Attention search firms and staffing agencies: do not submit unsolicited resumes for this posting. Fifth Third does not accept resumes from agencies without an active agreement. This posting reflects an equal employment opportunity environment.
#J-18808-Ljbffr