This position leads the marketing for the array of financial services products and services made available to NEA members. Starting with a thorough understanding of member, the incumbent collaborates with colleagues and partners to develop marketing strategies, plan campaigns, and execute marketing communication that result in the achievement of participation goals and drive member satisfaction and loyalty.
Member Understanding and Engagement: Thoroughly understands members and their financial needs & behaviors. Interprets persona behavior, member research and member feedback to further insights about members. Recommends improvements in the member’s experiences around financial programs by defining member journeys, identifying improvements, and shepherding the needed changes. Monitors member feedback to identify enhancements to the experience that will ultimately create member satisfaction and loyalty.
Product Management: Thoroughly understands financial services products made available to members. Helps evaluate the competiveness of the products by surveying like products available in the market place. Builds day-to-day relationships with partner and agency staff. Helps partners achieve an understanding of NEA MB’s member experience strategy and members’ behavior.
Marketing Strategy & Planning: Using auspice of NEA MB’s member experience strategy, leads development of marketing strategies that move members through the expected experience. Reviews with manager, partner, and agency for their understanding and approval. Works with partners to design campaigns that employ multi-channel, multi-touch approaches.
Campaign Development and Execution: Takes lead to implement planned campaigns by teaming with internal departments, partners, and/or agencies for their understanding and support of the campaign. Ensures marketing activities achieve participation and engagement goals defined.
Analytics & Interpretation: Collaborates with manager to develop longitudinal analysis on marketing performance and member behavior, and ensures all parties involved in marketing understand and apply the insights to improve member communications. During the campaign and upon its conclusion, collaborates with the analytics staff and partners to develop insightful reports. Discusses insights with internal teams and partners. Shares findings with manager and adapts marketing plans to incorporate learnings and innovative thinking which enhance the member experience, improve KPIs, and/or produce more efficient marketing spend.
Budgeting and Financial Management: Takes the lead to draft budgets that correlate to the defined strategies and marketing schedules. Tracks and monitors spending to ensure expenses remain within budget. Proactively communicate deviations to manager. Provides manager with appropriate information to promptly process invoices. Ensures appropriate use of financial resources, and that company’s financial policies are followed.
The incumbent should possess an extensive body of knowledge in the area of integrated marketing principles, campaign development and execution, and results analysis along with a keen eye for evolving digital marketing technologies. Formal training and experience performing a wide variety of tasks in order to execute multichannel marketing programs are required.
Specific experience & skills required