Digital Marketing Director

Job Summary:

Under direction of the Senior Director of Marketing, responsible for the development of a Digital Marketing and Social Media vision and strategy as well as vision and strategy for enterprise websites and web properties. In collaboration with business and marketing partners, translate that strategy into tangible initiatives that support awareness and positive perception of Associated, customer acquisition and deepening of relationships (specifically in support of the Associated Bank's Retail Direct strategy), and other agreed upon line of business and department objectives.

Reporting to the position is a team of digital marketing, website operations, project management and social media subject matter experts who collectively form a center of expertise as a resource for the organization. Working with Business-to-Business, Business-to-Consumer, and Insurance Marketing Directors and other internal partners, ensure close alignment of and synergy between traditional and digital Marketing as well as Public Relations activities to deliver enhanced results for branding, promotions, product launches, and awareness campaigns. Reporting of key performance indicators in a dashboard format not only demonstrates accountability but serves as a critical tool in familiarizing the organization and business partners with core concepts of the digital/social space and indicators of progress.

Job Accountabilities:

Coordination of Digital execution – Translate digital trends and strategies into tangible plans and initiatives leveraging full range of channels (website and landing pages, digital advertising, search engine optimization, email marketing, social media, digital campaigns and other digital media alternatives). Assess and prioritize opportunities with marketing peers, business line managers, operations and technology, as well as legal and compliance, audit, and finance. Deploy tactics through repeatable & sustainable processes. 

Digital Marketing Thought Leadership – Develop and continuously refine a digital marketing and social media vision and strategy (including relevant policies) through a deep understanding of the digital environment and evolving tools and platforms as well as the consumer decision journeys of targeted segments for relevant financial needs. Collaborate effectively with key internal partners, specifically Operations/IT, Legal/Compliance and the other Marketing support functions (Creative Services, research, analysis, tracking and reporting (RATR).

Dissemination of Digital thinking and capabilities – Act as a center of expertise for the organization. Provide ongoing digital marketing strategic vision, program development, and budget guidance for departments and lines of business. Continuously increase the collective awareness, understanding and adoption of digital tools and practices among our colleagues.

Partnership with Digital Channels – Act as an integral part of our Digital Channels business development efforts to supplement the evolution of our on line, mobile and virtual channel capabilities with respective digital marketing approaches and resources.

Creation of digital impact - Demonstrate measurable value to the organization through consistent tracking and reporting of digital goals and metrics via identified KPIs in the categories of brand awareness, traffic and engagement, customer acquisition and deepening of relationships, loyalty and brand advocacy.

External resource leverage - Develop and manage a network of alliances and partnerships to research, keep pace with, influence, and appropriately deploy rapidly evolving digital marketing methodologies, e-technologies, targeting enhancements, and pilot projects. Maintain relationships with select vendors for non-core digital marketing activities such as media buying and placement, digital promotions, content development, app development and related tactics.

Team Development - Lead a high-performing team of digital marketing and social media specialists. Translate the organization’s talent philosophy into development and cross-organizational career opportunities for all team members.

Education:

• Bachelor's Degree or equivalent combination of education and experience
• BA or BS in marketing, communications or related field

Required Experience:

• 10-12 years marketing experience within the services industry
• 10-12 years broad digital marketing experience including work in email marketing, social media, digital marketing strategy and on line advertising
• 10-12 years of digital/internet, e-commerce marketing Required
• 10-12 years of digital content development/deployment Required
• 4-7 years team leadership and direct management experience
• 4-7 years social media leadership experience Required
• 2-4 years financial services marketing experience Required