VP, Segment Marketing Manager - Marketing

WesBanco is a financial institution seeking a VP, Segment Marketing Manager who will develop cohesive marketing strategies in collaboration with business segment leaders. The role involves planning and implementing marketing campaigns, enhancing customer relationships, and ensuring brand consistency across various channels.

Responsibilities:

• 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

Requirements:

• 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
• 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