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Senior Brand and Strategy Specialist

Location: Burnsville
Posted on: June 25, 2022

Job Description:

LOCATION: Plymouth or BurnsvilleJOB SUMMARYThe Senior Brand and Strategy Specialist has primary responsibility for the management of the TruStone brand, ensuring a consistent and dynamic presentation across all channels and platforms, internally and externally. In collaboration with senior and executive leadership, this position will develop and maintain a strategic, innovative and effective marketing program designed to build brand equity and strengthen member loyalty. The position is responsible for the creation and execution of compelling creative design that resonates and helps engage our members.

  • Manages all graphic design for TruStone in print, digital, online, mobile, out of home, direct mail, e-marketing, point of purchase, signage, newsletter, etc. Offers consult as requested to television and radio production. Prioritizes and delegates design requests from all areas of the credit union.
    • Develops promotional materials as needed, which includes involvement in any or all tactical phases of development (i.e. ideation, photo/art direction, typography, design, electronic and print production details).
      • Responsible and accountable for the creative management of the TruStone brand across all channels, internal and external, while keeping work aligned with brand and strategy. Ensures brand consistency as well as dynamic presentation of the TruStone name, logo, imagery/photography, and all related brand assets.
      • Responsible and accountable for the presentation of the subsidiary TruStone brands (e.g. TruStone Home Mortgage, TruStone Foundation) as well as co-brand opportunities (e.g. TruStage, LPL Financial, etc.) across all channels, internal and external, and in all formats. Ensures consistency with the larger TruStone brand as well as dynamic presentation of all names, logos, imagery/photography, and related brand assets.
      • Makes decisions and/or recommendations to senior/executive leadership regarding design, style and presentation of the TruStone brand, as well as all subsidiary brands and co-brands with an understanding of strategic intent of projects and audience/consumer goals.
      • Ability to see the big picture and vision to drive unique design solutions, while being responsible for the creation, publishing and maintenance of TruStone's Brand Guidelines.
      • Partners with marketing leadership to oversee the creative strategy and positioning by leveraging research and data to drive creatively-focused brand marketing initiatives.
      • Collaborates with marketing leadership and market research team to analyze and report brand awareness and effectiveness.
      • Leads and inspires the brand work of department and third-party designers to ensure brand is presented consistently with TruStone guidelines and standards.
      • Collaborates with senior and executive leadership in the development and presentation of information to the TruStone executive team, board of directors, current/future strategic partners, etc.
      • Maintains a comprehensive knowledge of design hardware and software, including various complex graphic design programs, animation software, administrative tools of vendors/partners, etc. Recommends new systems and software as appropriate. Trains/mentors others in the optimal use of design software and systems.
      • Works closely with product and channel owners, as well as with other departments (lending, IT, compliance) in the creation of content.
      • Demonstrates and lives TruStone Financial's Core Values and Mission in all interactions with all internal and external members.
      • Safeguards and protects member information while maintaining total confidentiality at all times.
        • Develops and implements processes for the timely delivery of all marketing output for all product lines and channels. This includes the creation and management of tools used by all members of the marketing team - including senior and executive leadership - to ensure efficiency and consistency. Tools include, but are not limited to, annual and quarterly marketing planning, production guidelines and assignments, deadline calendars, month-end procedures, etc.
        • Works directly with senior and executive marketing leadership to identify various process improvements and project management opportunities. Creates and implements process and project solutions.
        • Provides comprehensive department training/mentoring in the effective use of various process and project tools. Delivers team presentations, creates necessary guides/instructions, and ensures consistent use across all members of the team.
        • Serves as the editor of various TruStone publications, including our member newsletter, e-news, and other current/future publications.
        • Consults regularly with senior and executive leadership on overall marketing strategy, planning, and execution. Makes recommendations as it pertains to marketing strategy and budget.
        • Serves as product line owner for LPL Wealth Management program, CBSI Wealth Management program, and deposit services (including money market, certificate of deposit and IRA programs).
        • Serves as a marketing subject matter expert on this product line and will lead the acquisition, lifecycle strategy and execution through market research and competitive analysis to identify new growth opportunities and relevant/necessary enhancements.
        • With the oversight of the SVP/Director of Product Line Marketing, responsible for the creation and implementation of the strategic plan for this product line. This includes direct marketing annual strategy and calendar, month-to-month planning, budgeting, automated (trigger) campaigns, pre-approval campaigns, channel priority and selection, content creation and management, compliance, and scheduling. Also serves as a key contributor to the mass media strategy for this production line, including television, radio, digital, and out of home content creation and placement.
        • Partners and establishes key relationships with leadership outside of Marketing with ownership in this product line (e.g. Director of Consumer Lending) to ensure consistency with their goals, priorities, etc. and optimize marketing spend by pursuing additional strategies to meet dynamic growth plans.
        • Drives program by effectively working with marketing team members to ensure consistency in brand messaging, to mitigate overlap with other campaigns, to properly leverage data, and to ensure efficient processes.
        • Collaborates with other leadership in preparation and execution of campaigns, including managing legal and compliance requirements.
        • Collaborates with leadership (marketing and otherwise) to maintain comprehensive campaign records (including costs, outcome, ROI, segmentation insights, etc.).
        • As needed, works with vendors and other third-parties in the creation and execution of product line strategies and tactics.
        • Responsible for all phases of the tactical implementation of strategic marketing plans as it pertains to this product line. This includes brainstorming, conception, copywriting, proofing, editing, etc.
        • Understands and follows all policies.
        • Other duties and/or special projects as assigned.
          JOB REQUIREMENTSTo perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations will be made to enable individuals with disabilities to perform any essential functions.
          • Bachelor's degree, preferably in Graphic Design, Marketing, Communications or related, or equivalent work experience.
          • 3+ years of relevant work experience in marketing and/or design industry.
          • Solid understanding of graphics industry software programs, including the CS3 suite: InDesign, Illustrator, Photoshop.
          • Excellent organizational and written communication skills.
          • Ability to communicate complex information in a clear, concise and professional manner to a wide variety of audiences. Create professional correspondence using the appropriate communication medium, including editing ability.
          • Must be able to lead small teams as well as participate and contribute in team environments.
          • Excellent public speaking and verbal communication skills.
          • Ability to handle multiple projects simultaneously and work with regular and changing deadlines.
          • Maintain compliance with the Bank Secrecy Act and all its provisions.
          • Ability to pass all pre-employment drug test and various background checks.
          • Responsible for regular and reliable attendance at the workplace.HOURS: 40 hours, Monday through Friday between standard business hours 8:00am to 5:00pm, Exempt.TruStone Financial Credit Union is an Affirmative Action and Equal Opportunity Employer of Protected Veterans, Individuals with Disabilities and all Protected Classes

Keywords: TRUSTONE FINANCIAL CREDIT UNION, Burnsville , Senior Brand and Strategy Specialist, Other , Burnsville, Minnesota

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