NEA Member Benfits

  • Senior Marketing Specialist, Financial Services Programs - A

    Job ID
    2018-1046
    Category
    Marketing
    Union Position
    Yes
  • Overview

    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.

    Responsibilities

    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. 

    • Ensures marketing result reporting and participation reporting is received from the partner and accurately interpreted. Shares marketing results with partners including explanations of how NEA MB is delivering value. 
    • Communicates product features to NEA MB staff, including MSC and Affiliate Relations staff and develops Frequently Asked Questions, as needed.
    • Makes recommendations on product improvements that will better meet member needs.
    • Resolves product and partner concerns.
    • Resolves member issues by serving as a key liaison with partners, and ensures member concerns are addressed in a timely fashion.

     

    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. 

    • Develops value propositions to ensure the targeted audiences are appropriate for the message, offer and channel.
    • Teams with manager to define KPIs and baseline measurements, and actively uses KPIs to monitor the success of the marketing and overall success of the product.
    • Plans ways to engage members with relevant and welcome solutions financial services programs. Ensures campaigns include an appropriate blend of member-relevant content and offers as well as an appropriate use of off-line and on-line channels to drive traffic, engagement, and leads that deliver sales and retention. Leverages content marketing to drive traffic, engagement, and leads that result in participation and member satisfaction. 
    • Understands the financial implications of marketing strategy, and makes recommendations that results success for both the partner and NEA MB. Assists manager in explaining the solution strategy to partners.

    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.

    • Develops intake briefs for agency to initiate the campaign, or when an agency is not available, develops the engagement brief to define the campaign objectives.
    • Collaborates with NEA MB staff to implement campaigns. Manages project timeline and ensures thorough communication occurs amongst all parties to meet project milestones.
    • Collaborates with internal staff, partners and agencies to design promotional material and develop copy and messaging that engages the member and has a defined call-to-action. Applies different language styles that appeal to various targeted audience.
    • Reviews campaign material for accuracy, consistency, adherence to corporate brand identity, and member persona alignment. Ensures experience and messaging align with the defined engagement brief.  Obtains partner approval on creative and ensures material complies with financial regulations.

    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.

     

    Qualifications

    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

    • BA/BS degree in marketing, business or a related concentration, or equivalent experience in lieu of degree.
    • Seven years successfully managing integrated marketing programs within the area of financial services with experience in:
      • Leveraging direct response channels (mail, email, print) as well as digital engagement using social media, SEO/SEM, mobile, and remarketing/retargeting tactics.
      • Developing creative strategy, managing print production, audience targeting (modeling and segmentation) and budgeting.
      • Content marketing that drives traffic, engagement, and leads.
      • Developing creative and writing copy that effectively engages audience.
      • Analyzing marketing performance and longitudinal customer activity analytics.
    • Independently manage multiple projects to completion while working to timelines and within a highly regulated atmosphere.
    • Critically analyze results and make informed decisions that are justified with data and insights.
    • Effectively communicate with various organizational levels, both internally and externally, and digest detailed information for the audience’s understanding.
    • Demonstrated proficiency with the standard software tool suite such as Unica, Spotfire, Google Analytics, MS Office, and Skype.

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