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Brand Marketing Manager

General Electric Credit Union


Location:
Blue Ash, OH 45242
Date:
03/08/2020
2020-03-082020-04-07
Categories:
  • Management
  • Marketing
  • Financial Services
General Electric Credit Union
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Job Details


General Position Summary 


The Brand Marketing Manager (BMM) will play an essential role to help us grow awareness and project our message and positive reputation in the market to appeal to a larger audience. Theyll develop and ensure the consistency, integrity, and strategy of our brand. The BMS will work to analyze consumer and member insights, develop guidelines to promote our company across various channels, and ensure our new branch builds (as well as transformation of existing branches) have a consistent look and feel. Ultimately, this position will work with the Marketing team, the agency, and necessary parties to ensure our brand message and tone are consistent across all channels and is increasing awareness across the Greater Cincinnati area utilizing campaign development and public relations opportunities.


 


Our Brand Marketing Manager will:


         Have demonstrated the ability to dive deep in understanding our business, products, and the competitive landscape.


         Conduct competitive research to find answers about brand growth and marketing activities in the industry.



  • Develop a thorough understanding of credit union/banking industry as well as specific marketing and applicable federal and state compliance regulations.



         Possess experience overseeing agencies, creative and media budgets, and campaign measurement.


         Maintain focus and keep a strong eye on details in a regulated yet rapidly changing environment.


         Possess the ability to take knowledge and transform it into exciting and useful messages and disseminate it to the right audiences through the best distribution channels.


         Have high energy, maturity, and ability to serve as a unifying force.



  • Have exceptional writing and grammar skills with the ability to translate high-level thinking into digestible speak relevant to the audience.

  • Demonstrate excellent project management, communication, organizational, and problem-solving skills.



 


Summary of Functions, Duties, and Responsibilities 


         Directs and guides our vision and the strategy behind our brand through planning and driving innovation from identifying consumer and industry insights, while translating into irresistible propositions with a differentiation strategy.


o    Contributes to foundational brand and product strategy documents.


o    Analyzes the brand at its current state and highlights areas of weakness, opportunities, or conflicting messages. Assists in the development and refinement of graphic and image standards.


         Dives deep and perform day-to-day functions, while seeing the 30,000-foot view to manage our strategy for our transformation and the long haul. You are the visionary for bringing the GECU brand to life. Leads, drives, and energizes our strategy for consumer and business engagement and brand positioning to achieve growth goals living up to our mission and vision.


o    Defines brand goals and develop strategies based on consumer insights, trend analysis and business objectives.


o    Acts as brand owner, leveraging existing strategic frameworks in setting overall brand strategy.


o    Grows our reputation in the market and appeal to a larger audience.


o    Identifies consumer, shopper, and member insights and execute marketing tactics that will continue to grow our brand profitably. 



  • Anticipates trends, putting us ahead of the curve by investing in the right areas as we manage our brand.



o    Oversees new and ongoing signage/visual branding and awareness needs for new and existing branches.


o    Develop public relations initiatives including press releases and build relationships with media outlets in the area.  



  • Creates and manages the brand budget.

  • Develops and maintains messaging, visual identity, value propositions, and style guidelines for our brand and communicates and advocates for it throughout the organization.



o    Provides the strategic voice across all platforms; ensures our brand message and tone are consistent across all online and offline channels.


o    Generates on-brand concepts, content and designs for all marketing vehicles and brings key insights to life.


o    Develops out-of-the box thinking that inspires the team and impacts the creative product.


         Performs research, competitor analyses, and delves into member surveys and insights. Conducts competitive research to identify our strengths and weaknesses and analyzes market trends to identify new opportunities and challenges.


         Develops and maintains a reporting/tracking system for all marketing assets related to brand awareness initiatives. Assesses the performance of our campaigns, events, and of all awareness efforts.


o    Presents measurement reports, key findings, and insights, and proposes actionable recommendations.


o    Uses performance data to drive strategy, execution, and optimization.


o    Ensures return on investment with communications and marketing initiatives through a measurement strategy.



  • Cultivates and manages working relationships with external partners, including our agency, printer, and other suppliers.



         Continually deepens understanding and overall alignment on promotions, pricing, and value proposition to develop and drive brand positioning and promotional planning, as well as intangible elements to include the experience the member takes away and lends to the relationship they have with GECU.


 


Youre a Great Fit for this Position If:



  • You take pride in your work, thriving in a dynamic, flexible environment with shifting priorities.

  • You have exceptional time management and organizational skills with the ability to have your hand in multiple projects and events concurrently with sometimes aggressive deadlines while maintaining high-quality output.

  • Youre results-oriented, with a focus on quality and attention to detail. 

  • You take control of projects, ask questions, and provide feedback or suggestions to improve processes and workflows. 

  • You have exceptional business ethics taking initiative and accountability for defined responsibilities.

  • You thrive working independently with little supervision, but also love being a part of a team and have a team-first attitude.

  • You ensure team member service excellence when working cross-departmentally.

  • You can appropriately respond to constructive feedback from supervisors.



 



  • Qualifications:     Bachelors degree with marketing focus preferred with 5+ years of work experience as a brand strategist; passion for brand building, developing, and executing through multi-channels supporting organizations strategies and objectives. Possesses a strong fundamental knowledge of brand building and architecture including marketing segmentation. Must possess excellent follow through, judgment, and common sense and maintain grace under pressure and has comfort with ambiguity. Demonstrated high level of strategic ability necessary to formulate short and long-range plans is required. Must be a creative thinker with open-mindedness and a self-starter with excellent written and verbal communication skills. Essential skills include being detail oriented, organized, and a go-getter capable of managing conflicting and shifting priorities thriving in fast paced, highly dynamic environment. Having a positive attitude while demonstrating a persistent drive for results and being accountable and reliable is essential.



 


Duties and responsibilities may be added, deleted, or changed at any time at the discretion of management, formally or informally, either verbally or in writing.

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