Segment Marketing Manager - Lending

Drives Consumer Lending business and segmentation marketing strategies to deliver a differentiated, omni-channel value proposition to current and prospective customers. In partnership with stakeholders, delivers successful marketing strategies and integrated marketing campaigns to increase profits and other key metrics, while maintaing awareness and strict compliance with all CRA Fair Lending best practices. Manages the testing, communication and tactical execution of programs within allocated budget. Performs in-depth analyses of key metric results and recommends revisions to strategies or campaigns.

In partnership with line of business leaders and other stakeholders, delivers successful marketing strategies and integrated marketing campaigns to drive profitable growth for retail consumer lending products and services. Manages and communicates marketing strategies that are integrated with the overall retail strategy.

• In partnership with line of business leaders and other stakeholders, delivers successful marketing strategies and integrated marketing campaigns to drive profitable growth for the retail market segments, as well as new branch expansion and innovation strategies as it relates to marketing. Manages and communicates marketing strategies that are integrated with the overall retail strategy.
• Tests, executes and manages marketing programs designed to increase market position, profitability, and client loyalty for the line of business and/or across market segments. Acts as a key contributor to help the line of business achieve its goals.
• Builds relationships and collaborates with business partners, product development, sales, relationship management teams and industry analysts to research and gather data to define industry trends, market positioning, segmentation, and product enhancements. Conducts comparative analysis against competitor products and utilizes information to influence line of business direction, products and features.
• Develops an in-depth understanding of market, customers, competitors and sales force to bring together key opportunities and risks. Helps develop differentiated omni channel marketing plans for segments utilizing the appropriate mix of product, channel, service, price and promotional tactics.
• Helps determine the most effective delivery channel, service/content providers, and leverages tools and capabilities available (website, mobile, social media, direct mail, email, branch) to produce and communicate the desired message.
• Reviews current product offerings to identify and evaluate enhancements to current features and functionality; develops marketing programs designed to enhance the customer offerings or experience.
• Develops and/or prepares financial projections and non-financial key metrics (number of customers, market share, product penetrations, etc.) to measure and monitor strategy implementation success; assesses the impact of strategies on the key business metrics.
• Each team member is expected to be aware of risk within their functional area. This includes observing all policies, procedures, laws, regulations and risk limits specific to their role. Additionally, they should raise and report known or suspected violations to the appropriate Company authority in a timely fashion.
• Performs other related duties as required.

The information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.

Synovus is an Equal Opportunity Employer supporting diversity in the workplace.

• Bachelor's Degree in Marketing, Business Administration or a related discipline or an equivalent combination of education and experience.

• Eight years of marketing experience, including four years of Consumer Lending product/segmentation marketing experience. Previous banking experience required.

  Financial services experience, preferably in consumer lending (Credit Card, HELOC, PLOC, SBLOC, and Mortgage)

• Experience with segmentation marketing and targeted marketing programs
• Ability to understand and apply analytical and statistical tools
• Demonstrated success in creating and achieving business goals
• Ability to manage multiple priorities and execute projects within timelines, budgets and quality standards
• Experience producing marketing programs utilizing various media
• Strong organizational skills and ability to prioritize activities
• Demonstrated ability to develop effective working relationships, build consensus and collaborate across functional lines
• Excellent verbal and written communication skills and ability to make effective presentations
• Proficient with Microsoft Office software, including Word, Excel, PowerPoint and Outlook

• Financial services experience, preferably in banking

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