Atlantic Union Bank
Senior Manager, Direct Marketing (HYBRID - Richmond, VA)
Atlantic Union Bank, Glen Allen, Virginia, United States, 23060
Description
Position DescriptionThis creative and data-driven marketing professional will be responsible for developing, implementing, tracking and optimizing our digital marketing campaigns across all digital channels inclusive of SEM, paid social, email and affiliate marketing. This role will span from strategy development to execution of tactics and foster efficiencies that drive conversions, business generation and support the brand.Position ResponsibilitiesDevelop and Execute Digital Campaigns:
Plan, execute and optimize digital marketing campaigns, including SEM (Google ads), email, social media (Facebook, LinkedIn, Instagram), display advertising / retargeting and affiliate campaigns with the goal of driving new accounts and deposit balance production. Set up and manage campaign tags on website using Google Tag Manager system.Content Creation and Management:
Lead creation, curation and management of published content (ads, copy, photos, videos) across different platforms. Oversee creative agencies and partners to ensure assets are compelling, compliant and adhere to all corporate Brand and Voice guidelinesAnalytics and Reporting:
Measure and report performance of digital marketing campaigns and assess against goals (ROI and KPIs) to deliver results with increasing efficiency. Use analytic tools (i.e. GA4, social media analytics), research insights, marketing trends and competitive landscape to gather data, create reports, and provide insights for future strategies.Email and Direct Mail Marketing:
Design and implement direct mail and email marketing campaigns. Measure and report on the effectiveness of these campaigns and recommendations for future campaigns and testing. Manage emails lists, manage mail shop production vendors and ensure compliance with regulations.Innovation:
Manage campaign and marketing relationships; Identify and evaluate new partnerships and opportunities, including affiliates and targeting capabilities, with recommendations on future ideas to pursueCollaboration and Partnership:
Work closely with internal teams and agencies to ensure campaigns are coordinated and executed on time, on budget and on brand with easy user experience. Partner with Data Analysts to thoroughly understand data, audience targeting, segmentation, buyer intent and full funnel marketing strategy to drive the most effective campaigns and ROI.Project Management : Deliver campaigns with strong project management discipline and processes for efficient campaign execution. Adopt and optimize A/B testing strategies in a nimble way for digital marketing efforts to improve campaign performance.Market Research:
Consume market research data, insights and trends to identify new opportunities and improve campaign performance.Brand Consistency:
Ensure all digital content is on-brand, consistent in terms of style, quality, and tone of voice, and optimized for search and user experience for all digital channels.
Organizational RelationshipThis position reports to the Director of Direct Marketing.Position QualificationsEducation & ExperienceBachelor's degree in Marketing, Communications or a business-related discipline.7+ years of proven experience in digital media and direct marketingStrong understanding of SEM and digital marketing best practicesExperience in financial services or digital marketing agency preferred, but not required
Knowledge & SkillsSEO / SEM Expertise: Hands-on experience with SEO, SEM, and PPC campaigns.Social Media Expertise: In-depth knowledge of various social media platforms and best practices.Proficiency in marketing software and tools for web analysis, email marketing and social media (i.e. Google Analytics / GA4, Google Tag Manager, HubSpot, Salesforce, etc.)Experience in negotiating with and managing various vendor partners, including creative agencies, affiliate partners, production vendors, mail shops and list vendors.Strong creative skills with an ability to develop and evaluate compelling content.Strong analytical skills and data-driven thinking with ability to influence and make data driven decisionsExcellent written and verbal communication skills.Detail-oriented, organized and able to manage multiple initiatives along with ability to prioritize work and time in a changing environment.Entrepreneurial spirit, demonstrating initiative, leadership, creativity and drive for results.Ability to serve as a change agent and bring experience with A/B testing, digital best practices and other testing metrics with a passion for emerging technology and marketing trendsWorking proficiency with Microsoft OfficePreferred Certifications: Google Analytics certification, Google Ads certification, and/or HubSpot certification.
Salary offered will be based on several factors including but not limited to education, work experience, certifications, etc. This position is also eligible to participate in either an applicable incentive compensation plan for the position or a discretionary profit sharing bonus program. General information on our comprehensive benefits package can be found by visiting https://www.atlanticunionbank.com/about/careers/benefits.
Please note: T&E is not being offered for commuting to Richmond, VA.We are proud to be an EEO/AA /Minority/Female/Disability/Veteran employer. We maintain a drug-free workplace.
Position DescriptionThis creative and data-driven marketing professional will be responsible for developing, implementing, tracking and optimizing our digital marketing campaigns across all digital channels inclusive of SEM, paid social, email and affiliate marketing. This role will span from strategy development to execution of tactics and foster efficiencies that drive conversions, business generation and support the brand.Position ResponsibilitiesDevelop and Execute Digital Campaigns:
Plan, execute and optimize digital marketing campaigns, including SEM (Google ads), email, social media (Facebook, LinkedIn, Instagram), display advertising / retargeting and affiliate campaigns with the goal of driving new accounts and deposit balance production. Set up and manage campaign tags on website using Google Tag Manager system.Content Creation and Management:
Lead creation, curation and management of published content (ads, copy, photos, videos) across different platforms. Oversee creative agencies and partners to ensure assets are compelling, compliant and adhere to all corporate Brand and Voice guidelinesAnalytics and Reporting:
Measure and report performance of digital marketing campaigns and assess against goals (ROI and KPIs) to deliver results with increasing efficiency. Use analytic tools (i.e. GA4, social media analytics), research insights, marketing trends and competitive landscape to gather data, create reports, and provide insights for future strategies.Email and Direct Mail Marketing:
Design and implement direct mail and email marketing campaigns. Measure and report on the effectiveness of these campaigns and recommendations for future campaigns and testing. Manage emails lists, manage mail shop production vendors and ensure compliance with regulations.Innovation:
Manage campaign and marketing relationships; Identify and evaluate new partnerships and opportunities, including affiliates and targeting capabilities, with recommendations on future ideas to pursueCollaboration and Partnership:
Work closely with internal teams and agencies to ensure campaigns are coordinated and executed on time, on budget and on brand with easy user experience. Partner with Data Analysts to thoroughly understand data, audience targeting, segmentation, buyer intent and full funnel marketing strategy to drive the most effective campaigns and ROI.Project Management : Deliver campaigns with strong project management discipline and processes for efficient campaign execution. Adopt and optimize A/B testing strategies in a nimble way for digital marketing efforts to improve campaign performance.Market Research:
Consume market research data, insights and trends to identify new opportunities and improve campaign performance.Brand Consistency:
Ensure all digital content is on-brand, consistent in terms of style, quality, and tone of voice, and optimized for search and user experience for all digital channels.
Organizational RelationshipThis position reports to the Director of Direct Marketing.Position QualificationsEducation & ExperienceBachelor's degree in Marketing, Communications or a business-related discipline.7+ years of proven experience in digital media and direct marketingStrong understanding of SEM and digital marketing best practicesExperience in financial services or digital marketing agency preferred, but not required
Knowledge & SkillsSEO / SEM Expertise: Hands-on experience with SEO, SEM, and PPC campaigns.Social Media Expertise: In-depth knowledge of various social media platforms and best practices.Proficiency in marketing software and tools for web analysis, email marketing and social media (i.e. Google Analytics / GA4, Google Tag Manager, HubSpot, Salesforce, etc.)Experience in negotiating with and managing various vendor partners, including creative agencies, affiliate partners, production vendors, mail shops and list vendors.Strong creative skills with an ability to develop and evaluate compelling content.Strong analytical skills and data-driven thinking with ability to influence and make data driven decisionsExcellent written and verbal communication skills.Detail-oriented, organized and able to manage multiple initiatives along with ability to prioritize work and time in a changing environment.Entrepreneurial spirit, demonstrating initiative, leadership, creativity and drive for results.Ability to serve as a change agent and bring experience with A/B testing, digital best practices and other testing metrics with a passion for emerging technology and marketing trendsWorking proficiency with Microsoft OfficePreferred Certifications: Google Analytics certification, Google Ads certification, and/or HubSpot certification.
Salary offered will be based on several factors including but not limited to education, work experience, certifications, etc. This position is also eligible to participate in either an applicable incentive compensation plan for the position or a discretionary profit sharing bonus program. General information on our comprehensive benefits package can be found by visiting https://www.atlanticunionbank.com/about/careers/benefits.
Please note: T&E is not being offered for commuting to Richmond, VA.We are proud to be an EEO/AA /Minority/Female/Disability/Veteran employer. We maintain a drug-free workplace.