Director, Marketing

Unclassified - Washington, DC

Full-time - Mid Level

Washington, DC

About the position

The Director of Marketing at the American Bankers Association (ABA) is a pivotal role responsible for developing and executing marketing strategies that promote ABA's products, services, and initiatives. This position requires a strategic thinker who can work collaboratively with various stakeholders, including those in ABA's Policy and Political Engagement divisions. The Director will manage marketing deliverables and serve as the project manager for ABA and industry-wide campaigns, ensuring that all timelines are met and deliverables are achieved. In this role, the Director will support ABA's Card Policy Council initiatives by creating and executing marketing and advertising campaigns focused on payments. This includes working closely with subject matter experts to develop effective strategies, messaging, and creative content aimed at government agencies, regulators, and bankers. The Director will also lead marketing efforts for ABA's free expert webinars, developing promotional campaigns and guiding SMEs on presentation materials. The position involves regular collaboration with the Communications team, including Design, Copywriting, Public Relations, and Social Media, to create integrated marketing campaigns across various channels such as social media, email, direct mail, and digital platforms. The Director will monitor and analyze campaign performance, making necessary adjustments to optimize results. Additionally, the role includes managing budgets for marketing projects and ensuring compliance with ABA's branding guidelines. The Director will also participate in the Webinar Editorial Board, assisting with the review and approval of webinar proposals and identifying opportunities for cross-promotion with paid webinars and trainings.

Responsibilities

• Develop and execute marketing strategy for ABA's advocacy-related products and initiatives.
• Support ABA's Card Policy Council initiatives by developing and executing payments-focused marketing and advertising campaigns.
• Lead marketing efforts for ABA's free expert webinars, including developing copy and promotion campaigns.
• Guide SMEs on scheduling and presentation materials for webinars.
• Develop and execute marketing strategy for ABA training products in the retail banking vertical.
• Regularly review and adjust strategy to meet revenue goals.
• Collaborate with Communications team members to create marketing content.
• Develop and implement integrated marketing campaigns through various channels.
• Monitor and analyze campaign performance, modifying as needed for optimal results.
• Build and execute email journeys in Salesforce Marketing Cloud.
• Identify ways to increase and optimize Salesforce Marketing Cloud to drive results.
• Work with internal SMEs and Creative Services to update web content.
• Facilitate meetings with stakeholders to establish project goals and objectives.
• Set, allocate, and monitor budget for marketing projects.
• Manage and enforce ABA's branding guidelines with the VP and SVP of Marketing.
• Participate on the Webinar Editorial Board and assist with webinar proposal reviews.
• Identify opportunities for cross-promotion with paid webinars/trainings.

Requirements

• Bachelor's degree in marketing, communications, or related field preferred or commensurate experience.
• 8-10 years of marketing experience executing multi-channel marketing campaigns.
• Experience with an email marketing automation platform such as Eloqua, Salesforce, or Marketo required.
• Experience analyzing performance-based metrics and implementing data-driven insights.
• Experience presenting information to internal and external stakeholders.
• Experience with Google Analytics and digital advertising, including targeting tactics.
• Strategic thinker with demonstrated ability to conceptualize and implement marketing plans.
• Highly organized with the ability to combine strategic direction with tactical execution.
• Knowledge of creative processes and ability to provide clear direction to creative teams.
• Strong project management skills and ability to drive consensus across teams.
• Experience managing multiple projects in a fast-paced environment.
• Excellent verbal and written communication skills, including copy editing and proofreading.
• Excellent attention to detail.

Nice-to-haves

• Experience in the banking or financial services industry.
• Familiarity with regulatory compliance issues related to marketing.
• Proficiency in additional marketing tools and platforms.

Benefits

• Competitive pay
• Outstanding benefits package
• Convenient DC location
• Professional collegial work environment
• Opportunity to work on issues of national significance