Marketing Strategists at Lake Trust are responsible for partnering closely with their assigned internal business units to understand and identify goals, objectives, opportunities, and challenges then applying this knowledge to develop appropriate product, pricing, marketing and communications strategies and tactics aligned with Lake Trust's overall business objectives. Marketing Strategists will cultivate a deep understanding of relevant member, market, industry, and competitive trends, and will partner closely with internal groups such as Business Intelligence to identify specific consumer, business and/or market segments to target. Each strategist will create marketing plans/briefs and collaborate in setting integrated marketing and communications strategy. These key team members will use their knowledge and experience in marketing, communications, brand building and media trends to formulate impactful strategies for Lake Trust and the business units they support. Each strategist is responsible for the vision and oversight of appropriate research, advertising, marketing, email, internal + external website content strategy, social media, and media purchases and more.
The Lake Trust Marketing & Brand Management team is driven to maximize the credit union's growth and brand equity; and to further its relationship with its members and communities. Each Lake Trust Marketing Strategist will have an understanding of these organizational and department objectives and use their powers of thoughtfulness and creativity to best align Lake Trust's marketing and communications programs to these goals.
What You'll Do
Collaborate. Listen, understand, and partner closely with assigned business units and other teams throughout Lake Trust. Build successful relationships across teams to drive impactful storytelling that inspires action.
Strategize. Evaluate the needs of Lake Trust business units and recommend effective solutions; prepare comprehensive marketing/creative briefs to empower the creative group to develop on-brand, on-strategy solutions.
Analyze. Dig into the science behind things, ask questions, and interpret the "why" behind member and market behavior.
Forecast. Use tools and experience to project potential outcomes of recommended strategies, and act accordingly.
Plan. Create "journey maps" to evaluate the member (and prospective member) experience tied to each marketing strategy; identify gaps and propose solutions.
Monitor. Anticipate and track trends in data to better influence current and future decisions; review and optimize marketing strategies and tactics based on results.
Influence. Help to build an understanding of the integrated marketing and communications practice within the team and the organization.
Innovate. Think outside the box. Don't settle for the expected approach. Blaze new trails.
Propose. Identify possible solutions beyond the scope of marketing programs/initiatives and partner with other internal teams (such as Strategic Innovation) to propose answers.
Communicate. Always keep internal partners and stakeholders informed of thoughts, concerns and/or desired outcomes.
Lead. Work with teams of diversely skilled individuals to produce integrated marketing and communications solutions that drive thought and produce results.
Simplify. Distill complex ideas, logistics, and parameters into easy-to-understand concepts and deliverables always keeping the end audience in mind.
Prioritize. Partner with other marketing strategists and team leadership to align strategies and jointly prioritize projects and effective use of the team's resources.
Review & Guide. Provide strategic direction to the creative team, review concepts and provide relevant feedback to ensure creative work is aligned with marketing strategy.
Vendor relationships. Collaborate in selecting external partners where appropriate, and managing/evaluating the work and relationships to ensure these key partners serve as an extension of our internal teams.
Report. Prepare and share regular insights; conduct regular post-campaign conversations looking at results and lessons learned to inform a culture of constant improvement.
Skills + Abilities.
Strong aptitude for collaborating, listening, understanding, and building positive relationships.
Passion for making a positive difference and working in a mission-driven culture.
Significant experience developing and implementing integrated marketing and communications strategy.
Ability to recognize and identify member, market, industry, and competitive trends; ability to perform research and analysis.
Ability to apply both analytical and creative thinking to business challenges.
Ability to translate marketing "jargon" into "plain English" and to collaborate with a variety of internal teams to implement agreed-upon strategies and tactics.
Knowledge of digital/interactive marketing channels and strategies.
Experience with inbound and outbound marketing strategies; both direct marketing and retail marketing.
Experience with owned, paid, and earned media channels; appreciation for the role each plans in the modern marketing communications mix.
Ability to develop both acquisition and retention based strategies.
Multi-channel and multi-media experience.
Excellent communication, collaboration and organizational skills.
Goal-focused and detail-oriented.
Self-starter comfortable working independently or collaboratively.
Ability to thrive in a fast-moving environment.
What You'll Bring
Bachelor's Degree in Marketing required. Advanced Degree preferred.
5+ years of experience in marketing with at least 3 years of experience in developing strategy required.
Financial services or professional services marketing experience preferred.
B2C marketing required; for some positions, B2B in addition preferred.
Experience compiling and analyzing campaign data and metrics and making adjustments regarding campaign direction.
Experience partnering with external providers including research agencies, advertising agencies, PR agencies, media buying services, web design firms.
Experience coordinating multi-media campaign(s) with appropriate internal and external partners.
Proficiency in Microsoft Office software is preferred.
Operate on MAC and/or PC platforms.
Strong understanding of all media platforms, including digital and new media:
Basic web technologies
Social media platforms and practices
Digital analytics and marketing automation tools (Hubspot and Google Analytics preferred)
Experience working within a CMS and building content
Understanding of search engine marketing (SEM), search engine optimization (SEO), and social/digital paid advertising
What You'll Get
We know that pay and benefits are important. And, we've really got that covered. But, we also know that those are not the only things that you need to decide if this is the place for you. Join our team of Lake Trusters and you'll enjoy:
Working with an energetic team focused on making our members wildly successful
An opportunity to work with others that have your back every step of the way
Opportunities to make a difference both inside and outside of our walls
Being treated like you are more than the work you do.
Lake Trust Credit Union