VP, Segment Marketing Manager - Marketing

SUMMARY:

Develop cohesive marketing strategies and plans by working closely with business segment leaders to develop strategies that align with and support corporate and line of business goals. Work closely with marketing team members to plan, create and implement all campaigns, communications, website content, social media channels and materials to attract and deepen customer relationships and consistently articulate the WesBanco brand and corporate values. This position will participate in both research and projects to evaluate and improve the client experience, define audiences and align marketing efforts to appropriate channels. has primary responsibility for assigned business segment marketing support and communications.  

ESSENTIAL DUTIES AND RESPONSIBILITIES:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Develop marketing strategies and programs for business line segments that align with and support their business goals.

Drive innovation, build a positive environment, and position team as marketing experts while collaborating with lines of business.

Develop strategies to ensure consistent branding and strategies while also supporting local market initiatives.

Evaluate end-to-end customer experience across multiple marketing driven channels and customer touch points.

Partner with digital and brand teams to drive innovation for digital marketing and SEO/SEM in addition to ensuring website content remains relevant and updated.

Partner with product development and management to promote competitive, customer friendly products that are delivered within regulatory guidelines and position the company for success.

Develop strong relationships with business segment management and other marketing team members to ensure collaborative working relationships.

Work with marketing team members to develop customer acquisition, growth and retention programs that are successful, cost effective and contribute to reaching corporate strategic growth goals.

Create and implement a multi-channel marketing strategy that encompasses online and offline channels, drives lead generation while delivering best in class customer experience, where applicable.

Work with brand and channel teams and segment specialists to support business segment events and business segment sponsorships.

Work with internal/external partners to develop paid and organic campaigns that drive new household growth, where applicable.

Ensure internal and external communication of programs are timely and within brand.

Support efforts to develop, evolve and protect brand identity.

Analyze and optimize performance of all marketing campaigns and assess against goals (ROI and KPIs).

Identify trends and insights, optimize media spend and campaign strategy based on insights, and create action plans based on data results.

Collaborate with marketing team members, agencies and other vendor partners.

Responsible for strict adherence to all compliance and regulatory requirements as well as department policies and procedures.

OTHER REQUIREMENTS:

Banking is a highly regulated industry and you will be expected to acquire and maintain a proficiency in the Bank's policies and procedures, and adhere to all laws, rules and regulations that are applicable to your conduct and the work you will be performing.  This position will be responsible for maintaining and ensuring organizational compliance with the Bank Secrecy Act (BSA) regulations. 

Demonstrated ability to handle multiple projects and details simultaneously

Requires self-direction, tact, diplomacy and a clear, courteous and professional manner when dealing with team members and internal and external contacts

Strong verbal and written communications skills

Proficient computer skills, including Microsoft Office (Outlook, Word, Excel and PowerPoint)

Must have a familiarity with the setup and use of AV equipment – including projectors, microphones, screens, speakers, and cables and adaptors.

Bachelor’s degree or higher from a four-year college or university in Marketing, Advertising, or related field required.

Minimum of five years related experience supporting multiple concurrent projects required.

Bank marketing experience preferred.

Supervisory experience preferred.