Eastern Bank
Marketing Manager
Eastern Bank, Lynn, MA
Job Description
Eastern Bank Marketing team is looking for an experienced Vice President, Marketing Technology who can manage and oversee both business needs and technology implementations to deliver advanced marketing technology solutions across the bank's consumer and B2B offerings. This role encompasses aspects of a technical architect and business subject matter expertise. This marketing leader will own the design of all functional and technical aspects of marketing solutions. The success of this role is to implement and improve marketing technology, email automation and communication, data management for Eastern Bank customers, and the website functionality to improve and track engagement, brand/product awareness, B2C & B2B customer acquisition, and report the success to the leadership. This is a highly visible role that is central to our entire Marketing Department and the overall growth strategy and will report directly to the Vice President of Wealth Management & Private Banking Marketing Strategy & Marketing Technology.
This person will be responsible for evaluating, implementing, managing, and identifying opportunities for improvement for Eastern Bank's marketing technology (MarTech) stack. The main responsibilities will include overseeing the marketing automation platforms, CMS, CRM, integrations and managing the vendors. As a subject matter expert with deep knowledge of marketing technology, this individual will help Eastern Bank stay current with the latest MarTech trends, tools, technology best practices, goals, create plans, establish ROI and KPI's, and reports on tech initiatives. The ideal candidate will share ideas and latest trends across Eastern Bank divisions to ensure the technology delivers the best result when it comes to customer retention, acquisition, branding, and product awareness.
MAJOR RESPONSIBILITIES:
Managing Marketing Tech Stack:
Innovation, Data and Reporting
Reporting:
REQUIREMENTS: (Describe the typical minimum requirements to perform the job.)
Education and Experience
Skills/Knowledge
• Salesforce
• Marketing Cloud, Hubspot, Pardot or other marketing automation
• MS Office including intermediate Excel knowledge
• Data processing Drupal
About Us
At Eastern Bank, we pride ourselves on supporting our employees by offering tremendous opportunity for individual growth. As an inclusive company, we work to ensure that our valued employees are treated fairly, recognized for their individuality, and encouraged to reach their fullest potential. These values have earned us a reputation as a great place to work and provide a strong reason why you should consider a career with us. We are proud to offer comprehensive compensation plans and a benefits program called Total Rewards that includes medical, dental, vision, life and disability insurance, retirement, vacation and tuition reimbursement.
Eastern Bank is an Equal Opportunity Employer of women, people of color, LGBTQIA+, religion, national origin, citizenship, neurodivergence, age, Veterans, individuals with disabilities, or any other characteristic protected by law.
At Eastern Bank, we are dedicated to building a diverse, equitable, inclusive and authentic workplace. If you're excited about this role but your experience doesn't fully align with every qualification, we still encourage you to apply! You may be just the right candidate for this position or others across the company. Our Recruitment team is waiting to chat with YOU.
Eastern Bank Marketing team is looking for an experienced Vice President, Marketing Technology who can manage and oversee both business needs and technology implementations to deliver advanced marketing technology solutions across the bank's consumer and B2B offerings. This role encompasses aspects of a technical architect and business subject matter expertise. This marketing leader will own the design of all functional and technical aspects of marketing solutions. The success of this role is to implement and improve marketing technology, email automation and communication, data management for Eastern Bank customers, and the website functionality to improve and track engagement, brand/product awareness, B2C & B2B customer acquisition, and report the success to the leadership. This is a highly visible role that is central to our entire Marketing Department and the overall growth strategy and will report directly to the Vice President of Wealth Management & Private Banking Marketing Strategy & Marketing Technology.
This person will be responsible for evaluating, implementing, managing, and identifying opportunities for improvement for Eastern Bank's marketing technology (MarTech) stack. The main responsibilities will include overseeing the marketing automation platforms, CMS, CRM, integrations and managing the vendors. As a subject matter expert with deep knowledge of marketing technology, this individual will help Eastern Bank stay current with the latest MarTech trends, tools, technology best practices, goals, create plans, establish ROI and KPI's, and reports on tech initiatives. The ideal candidate will share ideas and latest trends across Eastern Bank divisions to ensure the technology delivers the best result when it comes to customer retention, acquisition, branding, and product awareness.
MAJOR RESPONSIBILITIES:
Managing Marketing Tech Stack:
- Oversee MarTech stack and integration with bank's various platforms including Salesforce CRM and the bank's core systems, work with vendors, evaluate new technology and alternatives, manage MarTech cost and implementation.
- Translate business needs into technology solutions that make the best use of the Bank's marketing platform capabilities.
- Collaborate with Information Technology & Info Security to maintain and enhance the platforms to ensure the technologies are functioning well and optimized.
- Manage the Salesforce implementation and platform as it relates to the marketing tech stack including solving any data synchronization issues
- Develop documentation of the marketing technology processes, integrations and trainings.
- Onboard and warm new, email sending domains and landing pages for Eastern Bank (Consumer, Business Banking and Commercial) and Cambridge Trust (Wealth and Private Banking) business units
- Help support the Marketing strategy team develop and optimize the lead nurturing cycle through data field creation, synchronization, lead scoring, marketing platform workflow creation and continuous test and learn opportunities
- Manage the CMS platforms working closely with the SEO & Web Operations Manager
- Manage user access, security, and compliance.
- Responsible for all applicable compliance and regulatory reviews are done timely.
- Responsible for price negotiation, onboarding, invoicing and billing for marketing tech applications and tools.
Innovation, Data and Reporting
- Design cross-channel solutions that involve the integration of various marketing technology. Manage and update data in Eastern Bank's tech stack including Salesforce, Marketing Cloud, HubSpot, Pardot, internal and core databases and others. Develop email templates, personalization, automation and nurture to improve campaign and email marketing effectiveness. Assist with developing the lead nurturing cycle pertaining to sourcing/attribution.
- Lead innovative technology conversations with the marketing team and senior management to present innovative tech strategies including new technology adoption, upgrades of existing technology tools to improve overall operational efficiencies and satisfaction.
- Support the Digital Marketing Manager in the creation and maintenance of Eastern Bank marketing lists and email channel management to deliver the email messages and promotions to acquire new business or existing customers.
- Increase understanding of our core data set, what platforms our data lives in and become an expert transferring, reading, and using data to increase KPI's across the company.
Reporting:
- Create reports and presentations for measurement of MarTech performance, including KPIs and acceptable ROI and leverage the analytics to continually optimize marketing technology. Track and report performance to executive leadership and cross-functional stakeholders.
- Responsible for data management and reporting on data issues (inaccurate, inconsistent, bounced email addresses, unsubscribes etc) sharing with business lines to improve data in CRM
- Other Duties as Assigned
REQUIREMENTS: (Describe the typical minimum requirements to perform the job.)
- 7+ years of experience in marketing technology and automation (marketing operations, MarTech, product marketing or related field).
- Expertise in CRM, CMS platforms, marketing automation tools, software and web tools
- Experience working with Salesforce, Marketing Cloud, Hubspot, Pardot, Drupal, Kentico
- Expert reading, using, and transferring data. Understanding core data and external data for marketing
- Familiarity with marketing principles, digital marketing tools, platforms and web best practices as well as an aptitude to learn new technologies.
- Strong project management, and excellent written and verbal communication skills required with experience presenting to C-suite executives.
- Successful prior experience working independently, managing multiple projects with on-time deliverables, and effective stakeholder management in a fast-paced environment
- Strong analytical skills, ability analyze and present data. Advanced MS Excel, PivotTables, PowerPoint
- Prior experience in B2B marketing and Financial services industry or FinTech highly preferred
- Deep attention to detail, strong technical skills, well-developed organizational skills, and ability to adapt quickly to change with a high degree of independent decision making with minimal supervision.
- Ability to work in a fast paced, dynamic environment while carrying multiple projects at any given time. Strong problem-solving skills with an exceptional ability to prioritize and willingness to roll up one's sleeves to get the job done.
- Successful track record in leading and collaborating with internal and external teams. Ability to "sell" or gain buy-in across function or organization.
Education and Experience
- Bachelor's degree in marketing, computer science or technology related field.
Skills/Knowledge
• Salesforce
• Marketing Cloud, Hubspot, Pardot or other marketing automation
• MS Office including intermediate Excel knowledge
• Data processing Drupal
- Kentico
About Us
At Eastern Bank, we pride ourselves on supporting our employees by offering tremendous opportunity for individual growth. As an inclusive company, we work to ensure that our valued employees are treated fairly, recognized for their individuality, and encouraged to reach their fullest potential. These values have earned us a reputation as a great place to work and provide a strong reason why you should consider a career with us. We are proud to offer comprehensive compensation plans and a benefits program called Total Rewards that includes medical, dental, vision, life and disability insurance, retirement, vacation and tuition reimbursement.
Eastern Bank is an Equal Opportunity Employer of women, people of color, LGBTQIA+, religion, national origin, citizenship, neurodivergence, age, Veterans, individuals with disabilities, or any other characteristic protected by law.
At Eastern Bank, we are dedicated to building a diverse, equitable, inclusive and authentic workplace. If you're excited about this role but your experience doesn't fully align with every qualification, we still encourage you to apply! You may be just the right candidate for this position or others across the company. Our Recruitment team is waiting to chat with YOU.