Marketing Brand Specialist

Comerica - Auburn Hills, MI

Full-time

Auburn Hills, MI

Credit Intermediation and Related Activities

About the position

The Brand Specialist in Wealth Management Marketing is responsible for managing the development and implementation of brand marketing programs. This includes creating and executing advertising and marketing messaging, campaign materials, and media programs for designated business lines. The role ensures that all brand messaging is executed in a timely, compliant, and cost-effective manner, aligning with the Comerica Promise. The position involves medium to high complexity projects and requires collaboration with various internal and external partners.

Responsibilities

• Implement the strategic annual marketing plan for each line of business to support business objectives and sales campaigns.
• Manage marketing initiatives and direct the implementation of programs, developing tactical plans and collaborating with colleagues.
• Engage with internal partners to develop strategies and implement tactics within customer-facing communications channels.
• Work with creative agency partners to develop strategies for paid communications channels.
• Serve as the customer's advocate in the marketing process, leveraging insights and data to recommend actions.
• Develop strong relationships with agency partners to ensure efficient execution of marketing assets.
• Create Brand-right marketing assets that reflect the Comerica Promise and maintain brand consistency.
• Manage the development of engaging content by collaborating with subject matter experts.
• Contribute to customer experience dialogue by deploying non-promotional notifications.
• Support Marketing team partners by developing creative assets for their plans.
• Ensure compliance and archiving of newly developed marketing assets.
• Develop strategic call-to-actions and establish lead routing logistics.
• Inform the front line of marketing activity through internal communications specialists.
• Maintain content accuracy and compliance of existing assets and retire them as needed.
• Provide direction to agency partners for creative asset management responsibilities.
• Support the Digital team with content updates as needed.
• Manage promotional messaging mix in customer-facing communications channels.
• Oversee monitoring of project/program creative assets for compliance and currency.
• Adhere to Corporate Marketing processes and represent Marketing in audits and exams.

Requirements

• Bachelor's Degree from an accredited university.
• 6 years of experience managing the creative development and production process within a marketing department or advertising agency, or in the sale or development of financial services products, preferably in wealth management.
• Preferred experience in managing the creative process.
• Ability to distill business goals into effective creative strategies for agency partners.
• Ability to manage multiple detailed tasks simultaneously and understand interdepartmental relationships.