Senior Vice President Marketing (Banking)

ABOUT US

Aspirant is a global management and technology consulting firm based in Pittsburgh, PA. A client has engaged us to assist with their recruiting efforts for a Senior Vice President of Marketing within the banking industry.

This role is located approx. 40 minutes from San Jose, CA. Relocation is offered.

JOB SUMMARY

The Senior Vice President of Marketing is a department head reporting to the CEO and is responsible for leading and managing the organization’s strategic marketing efforts. They will play a central role in developing and implementing marketing strategies, overseeing market research, and leading equity-building activities across various channels. The SVP will be accountable for establishing and projecting the Bank’s brand vision to fuel client acquisition that generates revenue growth. The SVP will function as the primary contact for local and national media and lead the Bank’s community engagement efforts. The SVP will serve as the bank’s primary spokesperson and chief storyteller, leading all public relations efforts, including media engagement and crisis communication strategies, to protect and enhance the bank’s reputation.

RESPONSIBILITIES

The Senior Vice President, Marketing:

• Design overall marketing strategy to include branding promotional campaigns, PR, and other marketing efforts across channels. (digital, press, etc.) in support of the Bank’s overall strategies and objectives.
• Oversee the development and execution of successful marketing programs geared toward new client acquisition.
• Direct all aspects of the Bank’s marketing mix including social media, website, visual identity, and brand growth.
• Develop and execute comprehensive communication strategies that align with the bank’s brand vision, ensuring consistent messaging across all channels, both internal and external.
• Oversee the creation and distribution of high-impact content, including press releases, executive and thought leadership pieces, to enhance the bank’s visibility and influence in the market.
• Oversee crisis management and communication, guiding the development of response strategies and serving as a key advisor on communication matters during sensitive or high-stake situations, representing the Bank for all media inquiries.
• Monitor and analyze marketing performance to make data-driven decisions for optimizing marketing efforts.
• Supervises the Marketing Manager for tactical implementation of defined marketing strategy.
• Establish the scope and budget for marketing, PR, community programs.
• Serve on various internal committees such as the Enterprise Risk Committee and the Innovation Committee.
• Collaborate with other department heads to guide a unified approach to client service, distribution, and product launches while meeting market demands.
• Submit marketing reports to the Board of Directors (BOD) and answer follow-up questions as appropriate.
• Oversee the design and printing of the annual report, communication and content strategy.
• Negotiate and manage all contracts related to media buys and relevant third-party service providers.
• Ensure the Bank’s community profile remains strong and positive.
• Cultivate and nurture a network of strategic community and industry partnerships.
• Oversee the Bank's community involvement and represent the Bank at networking and promotional events, including active involvement with each county Chamber of Commerce.
• Stay current with industry news / trends and competitive dynamics.

QUALIFICATIONS

• BSc/BA in business administration, marketing, communications, or relevant field.
• Minimum 10 years + of marketing experience, with at least five years in a significant leadership role.
• Extensive experience in the banking or financial services industries, including a deep understanding of banking products, services, and regulations.
• Demonstrated expertise developing efficient strategy-driven business plans that cover all aspects of marketing (brand vision, equity building, business development, etc.)
• Ability to apply marketing concepts and allocate resources across digital and traditional channels.
• Proven track record of developing and executing successful client-centric marketing strategies that drive business growth.
• History of meeting / exceeding marketing goals and KPI targets such as new client acquisition, retention, and revenue growth.
• Ability to leverage market intelligence and emerging needs into marketing initiatives that elevate brand perception with the targeted audiences.
• Strong leadership skills, with experience managing and mentoring teams.
• Previous active participation in the community.
• Strong analytical skills, with the ability to interpret complex data and make data-driven decisions.
• Excellent communication skills (verbal and written), with the ability to convey complex ideas clearly and persuasively.
• Experience with managing budgets and driving cost efficiencies.
• Ability to collaborate with C-suite executives and cross-functional teams with an understanding of different business disciplines (e.g. IT, Finance) and the ability to collaborate with subject matter experts as necessary.
• Proficient in MS Office and business software (e.g. CRM).
• High ethical standards with a strong understanding of regulatory requirements in the banking industry, including compliance and risk management.