Director of Marketing

Horizon's Director of Marketing will be responsible for overseeing all aspects of the organization's marketing program. The Director of Marketing will lead the strategy of the marketing department and supervise the direction of the marketing managers and other staff. The role will establish department policies and procedures and take the lead role in driving marketing strategy, planning and brand development for Horizon. The Director of Marketing will take ownership of guiding major marketing campaigns and branding initiatives. Additionally, the candidate will establish and monitor annual budgets and spending plans, and negotiate contracts with major partners, vendors, advertising agencies and other service providers.

Strategic Leadership

• Develop and execute comprehensive marketing strategies aligned with company objectives. Provide visionary leadership to the marketing team, fostering a culture of innovation and excellence.
• Collaborate with executive leadership to align marketing efforts with overall business goals.
• Collaborate closely with Digital banking team for acquisitions/cross-sell initiatives.
• Collaborate with Operations on the transition and strategic direction for debit/credit card marketing programs for Horizon Bank.
• Develop local marketing plans for Horizon major market where we have established a regional/market president role.

Team Leadership and Development

• Recruit, coach and oversee the marketing team to achieve performance goals.
• Conduct regular performance reviews in a timely and fully documented manner, set objectives, and identify professional development opportunities.
• Build a cohesive and high-performing marketing team.

Brand Development & Positioning

• Oversee the creation and implementation of multi-channel marketing campaigns.
• Drive brand awareness and customer acquisition through targeted and effective campaigns.
• Ensure consistent messaging across all channels and campaigns.
• Create plan to continually refresh Horizon's brand identity in terms of brand voice, color pallet and creative to align with our Commercial Banking core business model and highly engaged local advisors.

Market Research & Insights

• Analyze and measure brand awareness in our core markets. Create plans to increase awareness and differentiate from competitors to capitalize on opportunities for growth.
• Conduct regular market research to stay abreast of industry changes and consumer preferences.
• Provide insights to guide product development and market positioning.

Cross-Functional Collaboration

• Collaborate with Sales, Product Development, and other teams to ensure cohesive messaging.
• Foster strong cross-functional relationships to drive integrated marketing initiatives.
• Communicate marketing strategies and results to relevant stakeholders.

Budget Management

• Manage and optimize the marketing budget to maximize ROI. Monitor campaign expenses, ensuring adherence to budgetary constraints.
• Provide financial reports and insights to executive leadership.

Performance Metrics

• Utilize data-driven insights to measure campaign effectiveness and make strategic adjustments. Prepare regular reports on key performance metrics for executive review.
• Implement continuous improvement strategies based on performance analysis.
• Responsible for the implementation and ongoing optimization (ROI and KPI) of the organization's marketing automation platform(s) providing lead generation to increase sales.

Digital Marketing

• Identify, develop, execute and optimize online marketing programs to ensure high impact results, including Paid Search; Natural Search and Link-building; Email, Syndication Programs, Webinars, social media (Facebook, Linked In, Google, etc.)
• Responsible for leading website development and ongoing improvements to UX and ensuring content drives engagement and increases sales opportunities and revenue (KPIs).

Public Relations & Social Media

• Create, maintain, and implement social content to engage members and the community: this includes responding and overseeing engagement from the organization to enhance our online brand reputation.

Compliance & Risk Management

• Ensure all marketing efforts comply with regulatory guidelines, industry standards, and internal policies.
• Collaborate with legal and compliance teams to review marketing materials and advertising content to minimize risk.
• Accountable for adherence to compliance standards including Bank Secrecy Act (BSA) with the ability to exercise prudent judgment for solutions from unexpected situations that arise.
• Actively protect confidentiality of customer and account information.

• Bachelor's degree in marketing or a related business field
• MBA or similar advanced degree is often preferred
• 10+ years in marketing, banking preferred
• 5+ years in leadership role managing teams and budgets
• Significant brand development/refresh experience including brand awareness measurement
• Experience with Key Performance Indicators (KPIs) to measure return on marketing investments
• Experience with direct management of agency relationships
• Proven experience with digital marketing acquisition, measuring cost to acquire and key productivity measurement of funding, client usage and attrition
• Well versed in debit/credit card programs to include acquisition, usage and activation marketing efforts

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions in compliance with the Americans with Disabilities Act (ADA)

Horizon Bank is a proud Equal Opportunity Employer | Disability | Veteran Employer.

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