VP, Marketing

JOB SUMMARY:

The VP, Marketing will be responsible for the hands-on development, coordination, reporting and analysis of campaign tactics (B2B & B2C) to support the company mission in the areas of mortgage lead generation, brand management, advertising, websites, Pay-Per-Click (PPC), Social Media and offline collateral campaigns. This individual will spearhead both brand and marketing strategy and delivery of the agreed upon objectives. As the head of Marketing, he/she will be responsible for overall:

• Revenue Marketing: Demand generation, customer and lead management, marketing OKR's and KPI's.

• Corporate Marketing: Brand, awareness, communications, design, distribution, engagement.

• Product Marketing: Strategy, positioning, messaging, enablement, competitive analysis, customer needs.

ESSENTIAL RESPONSIBILITIES:

• Help drive key marketing decisions like spend allocation by channel, forecasting volume and cost metrics and evaluate the overall success of each marketing campaign.

• Collaborate with technology to scope, build and maintain an analytics infrastructure to measure effectiveness of marketing efforts.

• Build and maintain response and conversion models to support various performance marketing functions (e.g., portfolio recapture, old leads campaigns etc.).

• Develop OKR's and KPI's with supporting reports and dashboards.

• Create test scenarios for specific marketing campaigns and conduct A/B testing.

• Perform audits to identify gaps in web analytics, website tagging, tracking, retargeting, functionality, and analytical reporting capabilities and make recommendations for improvement.

• Optimize the value of digital marketing programs in terms of leads generated, conversion, acquisition costs, and return on marketing investment.

• Utilize and synchronize various data sources to develop fact-based and data-supported recommendations.

• Perform ad hoc analysis and key strategic project management as needed.

• Analyze click and conversion data, expenses, return on investment (ROI) and other key performance indicators.

• Apply various analytic methods to discover and interpret information from multiple data sources.

• Produce weekly/monthly performance summaries by tracking, measuring, and analyzing website traffic patterns and online buying behavior. Recommend changes based on noted trends in data.

• Recommend website changes and modifications that will attract more customers, increase sales, and improve customer satisfaction.

• Continuously research peer group and various retail and wholesale mortgage lenders and make recommendations on product viability, pricing, and go to market strategy based on findings.

• Consults with Senior Management, business units, and staff to obtain overall business feedback on strategy recommendations and executed campaigns.

• Provide insights for sales and operations team to identify opportunities to improve pull through at each stage of the funnel - from lead to post-fund and help improve overall economics of the business.

• Consistently evaluate additional opportunities which support strategic objectives and sales goals.

• Conduct or assist in conducting portions of market research activities to identify target audiences, market trends, competitors, and the appropriate media for communicating our message.

• Oversee and manage all external ad agencies, marketing firms, lead providers, printer vendors, and other media vendors.

EXPERIENCE REQUIREMENTS:

• 10+ years' marketing experience.

• Mortgage lending marketing experience is REQUIRED.

• Strong oral and written communication skills with the ability to create, compose, and edit written materials.

• Excellent interpersonal skills with the ability to interact professionally with a diverse group of individuals (internal and external) at all levels.

• Results and deadline oriented with strong time management and prioritization skills.

• Proficiency with MS Office programs (Word, Outlook, PowerPoint).

• Advanced use of MS Excel including pivot tables, formulas, v-lookups & reporting.

• Ability to gather data, compile information, and prepare reports.

• Proficiency in using specific marketing analytics programs such as Google Analytics, Google AdWords, Power BI, etc.

• Hands-on experience with Website content development and promotion.

• Hands-on experience with social media campaigns and analytics.

• Hands-on experience managing basic SEM/PPC campaigns.

• Ability to work within a fast-paced and ever-changing environment.

• Ability to build and lead development of marketing strategies, processes, and available resources.

• Ability to use independent judgment and to manage information flow to a range of clients.

• Ability to plan, organize and coordinate media activities and special events.

• The ability to work under pressure and meet deadlines is a must.

EDUCATION AND CERTIFICATION REQUIREMENTS:

• Bachelor's degree in Marketing is preferred.
• MBA is a plus.