Managing Director, Enterprise Marketing Programs

If you’re looking for a meaningful career, you’ll find it here at Webster. Founded in 1935, our focus has always been to put people first--doing whatever we can to help individuals, families, businesses and our colleagues achieve their financial goals. As a leading commercial bank, we remain passionate about serving our clients and supporting our communities. Integrity, Collaboration, Accountability, Agility, Respect, Excellence are Webster’s values, these set us apart as a bank and as an employer.  

Come join our team where you can expand your career potential, benefit from our robust development opportunities, and enjoy meaningful work!

Position Summary

This role is responsible for leading marketing strategy, planning, execution, and measurement, with a heavy emphasis on performance marketing, demand generation, digital marketing, multi-channel direct response marketing, sales enablement, and content marketing strategy to align with line of business goals and company revenue targets. Responsible for providing marketing leadership, demonstrating subject-matter expertise, and serving as a consultative and strategic partner to various departments with a focus on business banking and other specialty line of business and corporate focused initiatives. This role will lead the development, planning and execution of marketing programs, campaigns and special projects will reflect go-to-market strategies for new client acquisition, lead generation, client deepening, retention, and digital adoption. This role will serve as a thought leader in marketing and lead internal staff, external agency and vendor partners for effective and efficient execution. This position will be responsible for driving growth, brand awareness, and client engagement within the B2B segments while meeting financial, marketing, regulatory, legal, operational, product, project, and strategic objectives.

Key Responsibilities

Marketing Strategy & Planning 

• Drive marketing strategy and develop marketing plans that align with company and/or business segment revenue targets and segment goals

• Cultivate and apply market research and analysis to assess consumer/business trends and landscape to identify actionable insights and opportunities

• Partner with line of business and data/analytics/BI team partners to determine KPIs, reports, and analysis to provide campaign insights and results

• Define and document campaign requirements that support marketing campaigns and automation

• Partner with brand to develop cross-channel content strategy as needed to support marketing programs and ensure brand standards are met. 

• Determine content, creative, and channel selections to target the right audiences and produce valuable marketing assets relevant to the market in alignment with business goals and objectives

• Align content themes and assets to the needs of target audiences, infusing the brand voice and personality.

• Responsible for content creation and content distribution aligned with strategic objectives, including management of external vendors to ensure content and design work is developed on schedule and in-line with budget. 

Marketing Execution & Analysis

• Lead the development, execution, and ongoing optimizations of marketing programs, with responsibility of meeting financial, marketing, regulatory, legal, operational, product, projects and strategic objectives

• Host department and inter-departmental meetings, where appropriate to provide business and marketing department updates along with reporting on campaign performance and results

• Lead A/B testing strategies and execution across all channels and routinely optimize campaigns and programs based on real time engagements

• Create and manage campaign calendars and project plans mapped to business goals and objectives

• Oversee marketing budget and spend management in collaboration with Finance and Business partners, including forecast and ROI reporting and readouts

• Leverage marketing automation and lead management to streamline, automate and measure all marketing tasks and workflows

• Analyze and report on the performance of marketing campaigns, gain insight and routinely optimize to improve effectiveness of campaign and programs

• Evaluates plans regularly, formally on a quarterly basis, to ensure plans align with current market conditions and evolving business strategies. Ensure clear communication to the field for all marketing campaigns

• Partner with content writers to produce content to be used for multiple channels that support marketing plans and program objectives.

• Leads external vendors and partner with internal marketing team and channel experts to achieve excellent and efficient results

• Support special projects as needed to meet the priorities of the business.

• Measure and report on the performance of marketing campaigns, gain insight and assess against goals

• Ensure clear communication to the field for all marketing programs

Marketing Team Leadership

• Exhibit leadership of marketing in all forums and serve as an expert marketing voice to provide financial advocacy and content to partners, staying updated on industry trends, establishing thought leadership and best practices

• Manage and mentor a combination of internal and external resources who support all revenue-generating business segments and corporate functions

• Leads external vendors to achieve excellent and efficient results

• Communicates marketing plans consistently and appropriately to various levels of the organization.

• Influences others to be engaged in planning and supporting marketing programs

Compliance & Regulatory Review Process & Documentation

• Work closely with legal and compliance teams to ensure compliance with all regulations, policies, and procedures 

• Responsible for maintaining all marketing communications and content documentation and for providing reports and samples for all internal and external audits, legal and compliance reviews

Requirements

• 10+ years of relevant professional marketing experience

• 7+ years of direct management experience and/or experience managing large cross-functional teams with dotted line reporting structures

• Bachelor’s Degree in Communications, Marketing, Public Relations, or related field preferred or equivalent in related work experience

• B2B, B2C and B2B2C in the financial category experience

• Extensive knowledge of digital, direct response and content marketing

• Strong analytical skills and experience in segmentation, testing, targeting, and experience building complex marketing programs and reporting on the results

• Hands-on experience in ideation and management of integrated marketing campaigns

• Superior communications skills, both written and verbal, to effectively address all levels within the organization

• Strong project management skills and proven ability to prioritize high volumes of work from a multitude of sources while maintaining the highest quality standards, exceptional organizational skills

• Strong leadership qualities and a collaborative attitude

• Accountability and drive to achieve results

• Articulate and creative communicator; ability to explain complex concepts to a wide range of audiences.

• Natural drive for innovation and creative problem solving

The estimated salary range for this position is $160,000USD to $180,000USD. Actual salary may vary up or down depending on job-related factors which may include knowledge, skills, experience, and location. In addition, this position is eligible for incentive compensation.

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All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.