Job Overview
The Brand Manager ensures that every brand touchpoint reinforces Citadel’s key differentiators and value proposition, builds credibility across its footprint, and reflects its community-focused values.
Key responsibilities include
- Defining and evolving Citadel’s brand positioning, messaging architecture, and strategic differentiation in partnership with marketing leadership
- Creating differentiation for the Citadel brand and its products in the market through insights and competitive intelligence
- Planning campaigns to support the growth of awareness and consideration of the Citadel brand
- Providing strategic direction and evaluating creative against approved brand positioning and messaging frameworks
- Developing and distributing guidelines and governance for efficient brand and product message creation
- The Brand Manager reports to the VP of Brand and works in close collaboration with teams across the organization.
Key Responsibilities
- Brand Insights
- Partner with Insights & Analytics team to develop deeper insights into the drivers of brand and product consideration.
- Create benchmarks and manage ongoing research waves to guide the Brand team in the development of positioning concepts
- Monitor competitive, consumer, and category trends to identify opportunities and risks that influence brand and product messaging strategy.
- Synthesize market and performance insights into actionable recommendations that guide messaging, campaign, and brand strategy decisions
- Educate the organization on drivers of brand health and consumer choice
- Brand Management
- Work with the Brand team to refine and solidify clear guidelines for:
- Company and product positioning, including detailed product messaging direction
- Communications style, including tone and brand personality
- Brand identity
- Create and maintain a centralized brand resource library to enable users across the organization to access brand insights, guidelines, key messages and visual assets.
- Provide active governance for the effective and efficient development of all brand touchpoints
- Develop and maintain a set of assets that can be quickly customized by retail branch staff, such as signage, collateral, sponsorship ads, and staff incentive kits.
- Identify efficient resources for enabling self-serve customizations within brand guidelines and locked templates.
- Marketing Campaigns
- Lead development of brand and product marketing strategy, positioning, and messaging.
- Provide clear direction through briefs to the Director of Brand Creative, who leads creative strategy, development and execution.
- Work with Channel marketing team to identify the optimal channel mix to drive consumer awareness and consideration.
- Partner with the Copywriter & Content Strategist, who authors messaging systems and frameworks across brand and product.
- Collaborate closely with Performance Marketing team to ensure direct response campaigns and tactics reflect the brand and reinforce key product messaging.
- Ensure Performance Marketing has all necessary guidance and assets to craft direct response tactics that drive results.
- Measurement:
- Partner with Channel and Insights & Analytics team to identify and track key brand success metrics, such as:
- Non-member and member brand consideration
- Direct traffic to Citadel
- Banking.com
- Traffic to branches
- Awareness
- Campaign message delivery and engagement
Qualifications and Education
- Bachelor’s degree in one of the following fields (or closely related discipline):
- Marketing or Marketing Communications
- Brand Management
- Business Administration
- Advertising5-8+ years of experience in brand management, marketing strategy, integrated marketing communications, or consumer or product marketing
- Proven ability to partner with marketing, insights/analytics, sales/distribution, and product management functions
- Background in developing brand and product positioning frameworks
- Experience leading cross-functional teams in development of marketing campaigns
- Strategic brand thinking and message creation
- Strong written and verbal communication skills
- Additional Skills/Notes
- Must possess very strong interpersonal and communications skills Willingness to participate as a team player and leader, at various organizational levels
- Ability to develop and sell new ideas convincingly
- Passion to learn and accept responsibility
- Ability to manage multiple projects and meet tight deadlines, as well as strong organizational skills
- Ability to represent Citadel as a professional, demonstrate adaptability when interacting with internal clients, maintain confidentiality, promote integrity, and support the corporate mission Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities This employer is required to notify all applicants of their rights pursuant to federal employment laws.
- For further information, please review the Know Your Rights notice from the Department of Labor.
