Manager, Commercial & Business Banking Marketing (HYBRD - Richmond / Glen Allen, VA)

Position Description

As a Marketing Manager for Commercial and Business Banking, this position will play a crucial role in developing and executing marketing strategies to promote and enhance the brand presence and sales effectiveness of our business-related banking services. This role involves a deep understanding of the financial industry, market trends and effective communication skills to engage and attract commercial and business banking clients.

Position Accountabilities

Marketing Strategy and Plan Development: Responsible for establishing a marketing strategy and comprehensive marketing plan aligned with commercial and business banking goals and objectives. This will be a hybrid of identifying new and amplifying existing marketing opportunities and then managing to the delivery of that plan and calendar.

Content Creation: Identify and oversee the development of compelling and informative content, including client testimonials and custom articles, to demonstrate category thought leadership for various channels, including website / digital platforms, print materials, conferences / events and pitch decks / presentations, while ensuring content adheres to industry regulations and compliance standards.

Campaign Management: Plan, execute and interpret for marketing campaigns to drive awareness and lead generation for commercial and business banking products and services. Monitor campaign performance and adjust strategies based on data insights and input from line of business partners.

Market Research: Interpret primary and secondary market research to identify industry trends, competitor activities, and client needs / preferences. Utilize research findings to inform marketing strategies and actionable plans stay ahead in the commercial and business banking landscape.

Collaboration with Commercial & Business Banking Teams: Work closely with Line of Business stakeholders to understand priorities and objectives, diagnose challenges and opportunities, identify target audiences and messaging in order to align marketing efforts to support business development and client retention.

Digital Marketing: Partner closely with other Marketing leads to understand digital marketing initiatives, including website content, email campaigns, social media presence, brand building efforts and their results. Work to enhance customer engagement and brand visibility by providing a pipeline of content and messaging to feature.

Brand Management: Provide oversight to ensure consistent branding across all marketing materials and channels. Work with Bankers to strengthen the branding of their teams and individual profiles through social media and advertising.

Event Coordination: Oversee the planning and execution of events, webinars, and seminars to showcase commercial and business banking offerings. Deliver a calendar of recommended marketplace events that AUB bankers should be a part of and identify ideas for hosting our own custom events. Ensure logistics and promotional activities are coordinated for successful events that deliver a great customer experience and stay on budget.

Performance Metrics: Establish key performance indicators (KPIs) to measure the success of marketing initiatives. Analyze data to provide insights and recommendations for continuous improvement.

Organizational Relationship

This position reports directly to the Chief Marketing Officer with dotted line to Line of Business Leadership.

Position Qualifications

Education & Experience

• Bachelor's degree in Marketing, Business or related field required
• Seven or more years of marketing / agency experience; At least five of those years within the financial industry, preferably in commercial banking, or business-to-business role.
• Experience in managing advertising agencies and other partner agencies / vendors
• Experience working within a CRM to facilitate strong campaign effectiveness
• Strong understanding of commercial and business banking products and services.
• Strong breadth of experience across marketing channels
• Analytical mindset with the ability to interpret data and make data-driven decisions.

Knowledge & Skills

• Strong organizational and management skills, including people leadership
• Excellent interpersonal skills with the ability to effectively influence
• Strong verbal and written communication, including the development and delivery of presentations
• Ability to work within white space to assess priorities and how best to respond to them
• Ability to handle multiple tasks with strong attention to details under limited supervision
• Flexibility to travel within role approximately 10% of time
• Proficient with Microsoft Office

Salary offered will be based on several factors including but not limited to education, work experience, certifications, etc. This position is also eligible to participate in either an applicable incentive compensation plan for the position or a discretionary profit sharing bonus program. General information on our comprehensive benefits package can be found by visiting .

We are proud to be an EEO/AA employer, Minority/Female/Disability/Veteran. We maintain a drug-free workplace.