GENERAL SUMMARY

Be responsible for the overall development and marketing of EverTrust Bank’s products and services, to include: effectively maintain and manage the Bank’s current product offerings; create or identify innovative but feasible new product/service alternatives and perform the necessary research and documentation of product requirements, risks, and implementation process for newly approved products/services; collaborate with internal colleagues and outside resources to plan and coordinate the marketing activities required for promoting the Bank's products/services and its image, vision, and overall brand positioning.

ESSENTIAL FUNCTIONS

Work with management to establish marketing goals, target market share, and profitability of products and/or services for each business line. Develops and executes short-range and long-range marketing plans and programs to ensure the profitable growth and expansion of the Bank’s products and/or services.
Research, analyze, and monitor financial, technological, and demographic factors which may be used to capitalize on market opportunities and/or minimize the effects of competitive activity. Conducts marketing and customer surveys to evaluate customer acceptance and satisfaction levels for current and/or proposed products/services.
Identifies and creates potentially feasible new products to serve target markets, generate market share growth, and/or to assure ETB's product offerings are competitive. For each potential new product, identifies and defines opportunities, business cases, success criteria, business requirements, applicable risks, and project implementation/staffing plans. Works with project managers, technical teams, other impacted departments, vendors, and key business unit managers to ensure adoption of the new bank products and services. Responsible for product performance before transitioning over to managing units.
Evaluates market reactions to promotional programs to ensure the timely adjustment of marketing strategies for changes in market and competitive conditions and to analyze/prepare marketing activity reports reflecting the effectiveness of the marketing programs.
Plans and oversee the organization's advertising and promotional activities including traditional media channels (newspaper, radio, television, etc.), internet-based channels (social media, blogs u-tube, etc.), and electronic/direct mail. Designs promotional campaigns (including posters, flyers and gift items); design and update bank brochures (products and fees). Manages work assigned to outside agencies and oversees copywriting, design, and production of promotional materials. Coordinates media contracts and ad buys. Tracks promotional activities bank-wide and provides periodic marketing status reports to the ALCO/Pricing Committee.
Develop and recommend pricing strategies for the Bank to achieve market share, growth and profitability goals over the long run. Responds to general and specific trends within industry and the economy, ensures effective control of marketing results and initiates corrective action to achieve marketing objectives within approved budgets.
Works with the Bank’s Compliance/CRA Officer to ensure bank products and marketing material comply with applicable laws and regulations, such as but not limited to Reg DD (advertising rules), UDAP/UDAAP, and Fair Lending.
Assist in the planning of bank-wide employee events/celebrations, to include but not limited to, annual holiday parties, grand openings and other bank-related functions.
Manages/maintains the content of the Bank’s website, intranet, and social media presence. Ensures that content/information is periodically refreshed, accurate, current, relevant, in compliance with applicable regulations.
Manage internal and external communications programs such as newsletters, special announcements, press releases, etc.
Perform other duties as assigned.

REQUIRED SKILLS AND QUALIFICATIONS

Education: College degree required.
Experience: Minimum of five years of direct work experience of a commercial bank.
Skills/Ability: Excellent verbal, written and interpersonal communication skills. Must be well organized and have excellent computer skills in both software and hardware applications. Effectively demonstrate the ability to synthesize business information and to think strategically and proactively. Be resourceful, work quickly to solve problems and effectively provide options. Can build partnerships and collaborate across teams to achieve sustainable results. Can manage details and multi-task projects.

SPECIFICATIONS

It is the individual responsibility of every employee to maintain a current awareness and understanding of appropriate banking laws, regulations, internal policies and procedures, and to comply fully with those laws, regulations, policies and procedures.

The above statements are intended to describe the general nature and level of work being performed. They are not intended to be construed as an exhaustive list of all responsibility, duties and skills required of personnel so classified.

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Marketing & Product Officer