Within established policies and department procedures, the Marketing Officer, Brand Specialist charged with developing, implementing and leading marketing programs and initiatives to support the bank’s expanding business and service network.
As the brand guardian, the Marketing Officer, Brand Specialistis responsible for executing the brand strategy and ensuring the integrity of the brand across all company marketing communications initiatives, monitoring that the brand has a consistent look and voice, and that the brand is unique and differentiated in the marketplace. The Marketing Officer, Brand Specialist will be responsible for leading the creative team (agencies or in-house) in the production of materials including developing and implementing new creative solutions that will enhance the bank's image, directing the phases of the creative work, and will work closely with channel managers to drive a consistent and quality representation of the brand in the market.
ESSENTIAL FUNCTIONS
• Oversees and guides brand presence in creative development and in branch merchandising to ensure adherence with brand guidelines.
• Leads development of creative strategy to concept through final artwork including major campaigns and initiatives, print and digital advertising, social media, video, promotional materials, email, direct mail, photography, and in-branch marketing support such as posters, collateral materials, electronic displays, and video, to support marketing activities and bank-wide initiatives.
• Leads creative agency and freelancer relationships, including establishing and meeting deadlines, budget, and project scope parameters. Assigns creative projects to appropriate creative agency or other department team members.
• Applies innovative, strategic, and creative thinking to new and existing projects, balanced with pragmatic hands-on action that delivers on deadline and budget.
• Expert knowledge of all steps required in the creative development process, including providing clear creative direction, giving timely and helpful coaching to team members to improve creative development, and educating team members on applying the brand guidelines appropriately.
• Oversees development and production of in-branch large-format display content and manages vendor relationships.
• Responsible for Chinese copy adaptation, translation and proofreading for department materials, such as, press releases, website content, and advertising. Directs translations by assigning to vendor or in-house resource.
• Formulates creative strategies and prepares creative briefs; assists Department management in preparing marketing plans and strategies, reports and presentations to senior management and the Board.
• Serves as back-up for website maintenance, including text and graphic content updates.
• As assigned, identifies, develops, and executes bank-wide or regional promotions/campaigns or new marketing initiatives, projects, and programs.
• Recommends innovations and best practices for marketing to improve efficiencies and effectiveness under areas of responsibility and within department.
• Manages vendor relationships for various marketing initiatives and the department, including contract negotiation and securing bank approvals.
QUALIFICATIONS
• Education: College degree in Marketing, Communications, or related discipline preferred.
• Experience: At least 5-7 years of experience in marketing, advertising, or related areas, including brand management or creative brand oversight.
• Skills/Ability: Excellent verbal & written communication skills including ability to articulate brand and creative concepts and rationale to other team members, agencies, and executive management. Proven track record with marketing programs and project management. Budget management skills and proficiency. Ability to work in a fast-paced environment, prioritize multiple tasks and consistently meet deadlines. Ability to quickly learn and apply new technologies, methodologies, and creative trends. Strong organizational, project management and prioritization skills necessary. Strong problem-solving, resource management, and time-management skills. Highly organized, results-oriented with strong attention to detail and good follow-through skills. Team player ensures team and department goals are met or exceeded. Highly energetic, enthusiastic, and self-motivated. Speak, read, and write English and Chinese. Financial services marketing a plus. Proficient in Word, Excel, and PowerPoint. Knowledge and practical application of graphic design and website CMS desired.
