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Marketing Brand Specialist
Auburn Hills, MI
Job Description
Brand Specialist -- Wealth Management Marketing
Responsible for managing the development and implementation of assigned brand marketing programs including, but not limited to, the creation and execution of advertising and marketing messaging, campaign and frontline marketing materials, and media programs for designated business lines. Ensures that all brand messaging and related activity is executed in a timely, compliant and cost-effective manner, and that all such activity is aligned to the Comerica Promise. Complexity and scope of projects are often at a medium to high level.
Responsible for managing the development and implementation of assigned brand marketing programs including, but not limited to, the creation and execution of advertising and marketing messaging, campaign and frontline marketing materials, and media programs for designated business lines. Ensures that all brand messaging and related activity is executed in a timely, compliant and cost-effective manner, and that all such activity is aligned to the Comerica Promise. Complexity and scope of projects are often at a medium to high level.
Position Responsibilities:
Marketing & Communications Planning
- Implement the strategic annual marketing plan specific to each line of business (Retail, Business & Wealth) to support priority business objectives, sales campaigns and customer impacts -- including a roadmap for marketing resource allocation, defined scope of projects and tactical communications plans.
- Manage marketing initiatives and direct the implementation of those programs, including developing tactical plans and collaborating with Marketing department colleagues.
- Engage and provide direction to internal partners as required to develop strategies and implement tactics within our proprietary customer-facing communications channels (i.e., call centers, social sites, web site, web banking, portals, etc.).
- Works with creative agency partners as required to develop strategies and implement tactics for paid communications channels (i.e., targeted traditional and online media; direct mail and email outside of ongoing campaigns, etc.) .
- Serve as the customer's advocate in the marketing process, leveraging behavioral insights and customer data to influence and recommend marketing actions when available.
Marketing Asset Development
- Develop strong, highly responsive working relationships with our agency partners through constant dialogue to ensure efficient execution and deployment of our marketing assets -- including keeping them informed of marketing activity and managing to adequate project lead times.
- Accountable for the creation of Brand-right marketing assets that reflect the Comerica Promise, maintain consistency of the brand voice and look, and represent the diversity of the communities we serve.
- Manage the development of engaging, Brand-right content by leveraging relationships with subject matter experts in the line of business to ensure accuracy, relevance to target customers and competitive differentiation.
- Manage the development of effective, brand-right creative assets required to support the marketing plan for assigned line of business, including crafting messaging strategies and successfully briefing our creative resource partners to ensure efficient execution and deployment.
- Contribute to customer experience dialogue by developing/authoring and deploying non-promotional, brand-right notifications to address customer impacts.
- As needed, support Marketing team partners by developing brand-right creative assets to populate their plans (Digital team: .com content; TAPB: content & graphics for 3rd party sites; Social: graphics; Data: onboarding & evergreen campaigns; Field: events & sponsorships; Corp Comm: events & sponsorships; etc.).
- Ensure that all newly developed marketing assets are compliant and archived per departmental procedures.
- Serve as the front line's advocate in the marketing process, leveraging knowledge of the sales and service processes to influence and recommend marketing tactics when possible.
- Develop strategic call-to-actions (CTAs) and work with all necessary internal partners to establish lead routing logistics.
- Inform front line of marketing activity via leveraging relationships with LOB's internal communications specialists.
Creative Asset Management
- Maintain content accuracy & compliance of all existing assets related to assigned line of business, retiring assets as needed.
- Provide direction to agency partners to support creative asset management responsibilities as possible.
- Support Digital team with content updates as needed to support their asset management procedures when content SMEs need to be engaged.
- Manage promotional messaging mix in proprietary customer-facing communications channels (i.e., .com, web banking, customer portals, banking centers, merchandising, marketing TVs, etc.).
Adherence to Compliance and Risk Processes
- Oversee monitoring of assigned project/program creative assets and website content for the assigned line of business/products to ensure they are current and compliant, utilizing CAMP for asset archiving and management..
- Adhere to Corporate Marketing process/procedures including Compliance review processes, utilizing Workfront system to document creative and review processes.
- Represent Marketing from a brand, creative and campaign management and processes perspective for all internal and external audits and exams (i.e. Compliance, Audit, Federal Reserve Board (FRB) and Consumer Financial Protection Bureau (CFPB) etc.).
Position Qualifications:
- Bachelor's Degree from an accredited university
- 6 years of experience managing the creative development and production process within a marketing department or advertising agency; OR 6 years of experience in the sale or development or financial services products - wealth management preferred
- Preferred experience in the management of the creative process
- Particular focus on the ability to distill business goals/input into effective creative strategies that can be leveraged by agency partners to create compelling and differentiated brand messaging in the marketplace
- Ability to effectively manage multiple detailed tasks simultaneously; deep understanding of intradepartmental and interdepartmental relationships; strong sense of accountability for performing responsibilities in a timely and high-quality manner; highly collaborative work style
- Experience with wealth management services and solutions: planning, investments, lending and/or trust preferred
- Excellent written and verbal communications skills
- Proficiency in MS Word, Excel, PowerPoint and Outlook
- Proficiency or at minimum working knowledge of Sales Force, Workfront and Adobe Experience Manager
Comerica is proud to be an Equal Opportunity Employer - veterans/individuals with disabilities, committed to workplace diversity.
Job Summary
Start Date
As soon as possible
Employment Term and Type
Regular, Full Time
Required Education
Bachelor's Degree
Required Experience
6+ years
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