Director, Brand Management – Commercial Banking

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GENERAL FUNCTION:

The Director, Brand Management – Commercial Banking is responsible for developing and delivering innovative marketing campaigns and generates effective strategies that grow market share as well as the brand's awareness and consideration, ultimately leading to client growth. The Director, Brand Management- Commercial Banking will also work directly with Fifth Third's creative agency of record to analyze how the brand is positioned in the market and crystalizes targeted client insights.

Responsible and accountable for risk by openly exchanging ideas and opinions, elevating concerns, and personally following policies and procedures as defined. Accountable for always doing the right thing for customers and colleagues and ensures that actions and behaviors drive a positive customer experience. While operating within the Bank's risk appetite, achieves results by consistently identifying, assessing, managing, monitoring, and reporting risks of all types.

ESSENTIAL DUTIES & RESPONSIBILITIES:

• Assist in establishing strategic marketing campaigns to achieve corporate or divisional objectives.
• Work in collaboration with marketing and line of business partners to develop marketing campaigns, which may include development of broadcast advertising, print, direct mail, in-branch merchandising; includes both major campaigns and blitzes.
• Translates brand strategies into brand plans, brand positioning and go-to-market strategies.
• Works with the Creative Services leader to steer creative development and create motivating stimulus to get targeted population to "take action".
• Measures and reports performance of brand and advertising campaigns, and assesses against goals (ROI and KPIs).
• Works with media agency to identify which media platforms would best suit Fifth Third's brand or products. Combines creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach Fifth Third's target audiences as effectively as possible.
• Monitors market trends, research client markets and competitors' Marketing activities to identify opportunities and key issues.
• Develop and manage budget and provide feedback on an ongoing basis.
• Oversees advertising activities to ensure consistency with brand strategy.
• Brainstorms new and innovative growth strategies.
• Aligns the company around the brand's direction, choices and tactics.

SUPERVISORY RESPONSIBILITIES:

Responsible for providing employees timely, candid and constructive performance feedback; developing employees to their fullest potential; developing the appropriate talent pool to ensure adequate bench strength and succession planning; recognizing and rewarding employees for accomplishments. Assist in the development of appropriate talent pool to ensure adequate bench strength and succession planning.

MINIMUM KNOWLEDGE, SKILLS & ABILITIES REQUIRED:

• Bachelor's degree in marketing or related field, or equivalent work experience.
• 10+ years' experience in brand or product management with 3 or more years of management responsibility.
• 5+ Years experience creating and producing brands and campaigns targeted towards business clients.
• Prior experience in marketing strategy and budgeting.
• Excellent written and verbal communication skills.
• Strong research and analytical skills.
• Comfort with CRM software.
• In-depth understanding of the company's current products and future concepts.
• Ability to think creatively and innovatively.
• Professional judgment and discretion that comes from years of experience in the field.
• Analytical skills to forecast and identify trends and challenges.
• Familiarity with the latest trends, technologies and methodologies in graphic design, web design, production, etc.
• Thorough knowledge of marketing principles, brand, product and service management, sales and business development.
• Must have strong business acumen and proactively find solutions.
• Superior communications and presentation skills which are effective and impactful to a range of audiences.
• Strong organizational and planning skills with keen attention to detail.

WORKING CONDITIONS:

• Normal office environment with little exposure to dust, noise, temperature and the like.
• Extended viewing of CRT screen.

Fifth Third Bank, National Association is proud to have an engaged and inclusive culture and to promote and ensure equal employment opportunity in all employment decisions regardless of race, color, gender, national origin, religion, age, disability, sexual orientation, gender identity, military status, veteran status or any other legally protected status.