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Marketing Director

Bank of the Bluegrass & Trust Co

This is a Full-time position in Lexington, KY posted November 30, 2021.

Job Title: Marketing Director Job Code: 800 FLSA Status: _X__ Exempt ___ Non-Exempt ___Part-Time _X_ Full-Time EEO Job Category: 1 Reports to: President Job Grade: 18 Revision Date: 8/19/2021 Supervisory Responsibility: None Basic Function: Direct the bank’s marketing activities, events and communications.

Oversee Salesforce and Pardot software systems.

Administer and monitor the bank’s Social Media channels.
Administer the bank’s website.

Essential Duties & Tasks:
• Oversee the system & sales process build and functionality of the bank’s CRM system, Salesforce, while ensuring data imports and mapping maintain data integrity; develop analytical tools for management; provide ongoing training to engage employees as they engage clients.

As Salesforce system administrator, manage users, update system changes, and continually make improvements to improve efficiency, analytics and add value to the user experience.

Utilize Salesforce’s lead functionality to increase incoming leads and support our digital marketing programs, apply that functionality so it supports the banks goals.

• Engage all the features in Pardot Marketing Automation to increase leads generation and nurturing, improve client communications, develop and implement campaigns, develop collateral for use by marketing and all Salesforce users by collaborating with department managers and educate others.
Utilize CSI to create reports and targeted lists to be used for marketing activities and utilize CSI reports to update internal reporting used to monitor/benchmark new accounts, closed accounts, etc.

Engage team members to use “Householding” to view entire relationship values and enable reporting of same, to support other areas of marketing.

• Coordinate with department heads developing and implementing marketing plans in support of their goals which may include video creation, digital campaigns, radio, website, social media and any other internal and external campaigns and provide bank wide communications of same.

• Oversee the quarterly tracking of the Elite clients, reporting to the team and focus marketing events, activities and campaigns to continually engage them, as well as coordinating events, activities and campaigns for other clients, prospects and COIs.

• Update Top 100 clients quarterly and manage lists, including them in marketing events, activities and campaigns to build and retain their business.

• Post and monitor to the bank’s Social Medial Channels.
Post and monitor the bank’s website, keeping it current and in compliance.

• Plan and itemize marketing spend quarterly to stay within budget.

• Develop and run client surveys and share results.

• Update Marketing policies annually, monitor staff training and keep Do Not Call/Can Spam lists current and available as directed in the policies.

• Ensuring compliance in BSA, OFCA, Privacy, Information Security and all other regulations as applicable to the position.

Failure to ensure compliance can result in Civil and Criminal Penalties, as well as corrective actions up to and including termination.

• Staying knowledgeable on the bank’s products and services and looking for opportunities to make recommendations to customers based on need.

• Fostering the spirit of teamwork in supporting the bank’s goals and mission statement.

• Additional duties as assigned.
Knowledge, Skills and Abilities:
• Excellent knowledge of Salesforce and Pardot software and administration.

• Basic knowledge of data mapping, code implementation and data flow associated with digital marketing, Pardot and Salesforce.

• Strong knowledge of financial institution operations, core systems and procedures.

• Excellent knowledge of financial products and services, including features and benefits and how to market them through traditional and digital channels.

• Strong knowledge of the compliance regulations that impact advertising and other customer communications.

• Excellent oral and written communication skills.

• Proficient in the use of Microsoft applications with ability to quickly adapt to various software applications and teach others.

• Good organizational skills and ability to multi-task.

Education, Training & Experience
• Bachelor’s degree or Associate’s degree in marketing, business administration or related field; and/or five to seven years of related marketing experience for a financial institution and/or training, related banking diplomas or certifications.
Physical & Mental Factors/Requirements:
• Must possess auditory, verbal and visual capabilities in order to adequately communicate via phone, or in person.

• Requires occasional bending, reaching and stretching.

• Required to travel to other company or customer locations.

• Must be able to stay focused in a variety of areas at the same time; multi-tasking.

• Must be capable of working under pressure as well as organizing and planning efficiently.

• Must have effective analytical skills for assessing and evaluating.

• May be required to sit for long periods of time while performing job duties.

Receives and/or follows detailed instructions.

• Must be able to concentrate for extended periods of time, paying attention to detail.

• Must have high level of interpersonal skills to communicate policies, procedures and objectives effectively throughout the bank and to represent the bank positively in the community.

Working Environment: Professional Office Environment and Travel to other locations.