Senior Marketing Manager

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The American Bankers Association is the banking industry's champion. Joining ABA makes you part of a team that: • has Extraordinary People - ABA experts are the "go to" sources for bankers, policy makers and the media for credible information and insights for the banking industry. • has Unmatched Scope and Scale - ABA's unparalleled information and services keep members current, knowledgeable and prepared. • is Impact-Driven - ABA has a proven record of bringing about positive change for our members and the industry. We take action and achieve results. Plus competitive pay, an outstanding benefits package, a convenient DC location, a professional collegial work environment and an opportunity to work on issues of national significance equals a winning combination!

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Employer of Choice: ABA is recognized with a 2023 Great Company Culture Award and 2024 Great Place to Work designation!

Job Description:

Reporting to the Senior Director, Marketing, the Senior Marketing Manager develops and implements marketing strategies and campaigns for ABA products, resources, and initiatives. The Senior Marketing Manager develops messaging, targeted email campaigns, and marketing content and collateral for print, online advertising, web, social media, direct mail, and other channels.  This role focuses on marketing for ABA’s online training, certifications, and webinars in risk, compliance, retail and lending verticals, including messaging, data strategy, email campaigns, social, print, and digital advertising. The Senior Manager manages an annual marketing budget and works closely with colleagues in the Office of Member Engagement to develop strategies to meet an annual revenue budget. The Senior Manager will work regularly in ABA’s email platforms, Stensul and Salesforce Marketing Cloud, and serve as a ‘power user’ to assist the Senior Director and team members on email campaign execution. The position analyzes and reports campaign results and applies learnings to direct future campaigns and strategy. The Senior Manager also leads marketing for ABA Communities, online forums for members to collaborate with bankers across the country. Other responsibilities include marketing support for ABA departments as needed, such as Public Relations, State Association Division, Communications, and Human Resources. Regular contact with ABA staff and external vendors is required, and the ability to manage multiple projects independently is essential.

Functions and requirements of the Senior Marketing Manager role:

• Project Management - Manage multiple projects independently with minimal supervision, providing strategic direction to in-house designers and copywriters.

• Liaison Work - Collaborate extensively with internal clients and external vendors to ensure plans and projects meet program goals.

• Campaign Analysis - Monitor, review, and report on all marketing campaigns, analyzing performance against goals and providing recommendations to improve effectiveness.

Key Responsibilities: 

Develop and execute marketing strategy for designated business lines within OME (compliance, risk management, financial crimes, retail, lending and payments).

• Create and implement comprehensive marketing plans based on strategic priorities identified by OME for online training, webinars, certificates, and certifications.

• Initiatives may include email campaigns, online and print advertising, web content, social media, direct mail, and sales collateral.

• Manage a $40K annual marketing budget and develop strategies to meet a $6M annual revenue budget.

Create and implement marketing strategy for ABA Communities.

• Develop a comprehensive, multi-channel marketing plan to encourage registration and engagement with ABA Communities among ABA member bankers.

• Collaborate with the marketing lead for ABA membership marketing to identify and leverage communications and other opportunities.

• Consistently report to ABA stakeholders from Communications and the Office of Member Engagement on plan initiatives.

Manage advertising for ABA products and resources in ABA marketing channels.

• Run meetings with Marketing, PR, and Web team to schedule placement of advertising in email bulletins, magazines, and website.

• Collect and place copy and graphics on ABA.com and in email bulletins.

• Liaise with ABA Banking Journal and ABA Risk and Compliance owners for print ads. 

Manage marketing projects and campaigns for ABA departments, products, and initiatives.

• Collaborate with colleagues to develop marketing strategies and resources including email newsletters, webpage content, and materials to promote workshops and webinars.

Assist the Senior Marketing Director with Email Marketing within the Stensul and Salesforce Marketing Cloud Platforms.

• Support marketers as an SFMC Power User, including uploading approved emails from Stensul to SFMC, activating single-send emails and journeys, and designing emails in Stensul.

• Implement initiatives to attract new prospects and clean data, such as online lead generation forms and outreach to update records.

• Create analysis on email marketing campaigns and support the Senior Marketing Director as directed.

Qualifications: 

• Bachelor’s degree in Marketing, Communication, Business or related field.

• 5-7 years of related professional experience.

• Experience with Marketing Automation Platforms.

• Experience working in a digital marketing environment.

• Familiarity with Google Analytics.

• Experience using MS Office Suites and an advanced use of Excel with the ability to perform data sorting and analytics.

• Ability to develop and manage campaigns, data segments, emails, forms, and report on results with high accuracy.

• Excellent project management skills and the ability to prioritize and manage multiple clients and projects simultaneously.

• Ability to collaborate with colleagues to develop marketing strategy and communicate information concisely to stakeholders, and work collaboratively on cross-functional teams.

• Ability to provide superior customer service to both internal and external customers.

• Must be able to work independently in a fast-moving team environment and successfully manage multiple projects simultaneously.

• Strong written and verbal communication skills, including copyediting and business writing.

• Strong analytical and organizational skills and attention to detail.

Target Salary Range: $90,000 - $97,000

Salary Band Range:

$68,177.00 - $95,477.00 - $122,777.00

American Bankers Association (ABA) is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, age, sex, marital status, gender identity, sexual orientation, disability, protected Veteran status, personal appearance, political affiliation, family responsibilities, or any other characteristic protected by applicable law.