Senior Brand and Strategy Specialist
Company: TRUSTONE FINANCIAL CREDIT UNION
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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