Marketing Jobs in Exton, PA

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3d ago

Brand Marketing Manager

Citadel Federal Credit Union Exton, PA

Exton, PA

3d ago

Full time Manager Marketing Brand Management

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Job Description

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

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