Brand Marketing Manager

Brand Marketing Manager, onsite in Exton, PA, drives brand positioning, messaging architecture, and strategic differentiation for Citadel Federal Credit Union.

Responsibilities

• Define and evolve Citadel's brand positioning, messaging framework, and strategic differentiation in collaboration with marketing leadership.
• Create differentiation for the Citadel brand and its products through insights and competitive intelligence.
• Plan campaigns to grow brand awareness and consideration for Citadel.
• Provide strategic direction and assess creative work against approved brand positioning and messaging frameworks.
• Develop and distribute guidelines and governance to streamline brand and product message creation.
• Collaborate with the Insights & Analytics team to deepen understanding of drivers of brand and product consideration; establish benchmarks and manage research waves to inform positioning concepts.
• Monitor competitive, consumer, and category trends to identify opportunities and risks that influence brand and product messaging strategy; translate market and performance insights into actionable recommendations for messaging, campaigns, and brand strategy decisions.
• Educate the organization on drivers of brand health and consumer choice.
• Refine guidelines for company and product positioning, including detailed product messaging direction, and align communications style with brand personality.
• Build and maintain a centralized brand resource library with insights, guidelines, key messages, and visual assets accessible across the organization.
• Provide governance to ensure effective and efficient development of all brand touchpoints.
• Develop and maintain assets quick to customize by retail staff, such as signage, collateral, sponsorship ads, and staff incentive kits; identify resources that enable self-serve customization within brand guidelines and locked templates.
• Lead the development of brand and product marketing strategy, positioning, and messaging; guide briefs to the Director of Brand Creative for strategy and execution.
• Work with the Channel Marketing team to identify the optimal channel mix to drive awareness and consideration.
• Partner with the Copywriter & Content Strategist who creates messaging systems and frameworks across brand and product.
• Collaborate with the Performance Marketing team to ensure direct response campaigns reflect the brand and reinforce key product messaging, providing guidance and assets for effective tactics.
• Coordinate with Channel Marketing and Insights & Analytics to identify and track key brand success metrics, including non-member and member brand consideration, direct traffic to CitadelBanking.com, branch traffic, and campaign message delivery and engagement.

Requirements

• Bachelor's degree required in Marketing, Marketing Communications, or a related field.
• Field areas include Marketing, Marketing Communications, Brand Management, Business Administration, or Advertising.
• 5 to 8+ years of experience in brand management, marketing strategy, integrated marketing communications, or consumer/product marketing.
• Proven ability to partner with marketing, insights/analytics, sales/distribution, and product management functions.
• Background in developing brand and product positioning frameworks.
• Experience leading cross-functional teams in the development of marketing campaigns.
• Strategic brand thinking and capability to create compelling messages.
• Strong written and verbal communication skills.

Experience

• Preferred 5 to 8 years: The Brand Manager ensures every brand touchpoint reinforces Citadel's differentiators and value, builds credibility across its footprint, and reflects its community-focused values.

Skills

• Brand Management
• Brand Insights
• Brand Strategy
• Brand Measurement
• Brand Awareness