Brand Marketing Strategist III

Overview

Effectively promote the brand to members and prospective members in support of member-centric enterprise strategy and to achieve business goals. Act as media & partnerships lead on complex issues requiring in-depth knowledge of organizational objectives and competing priorities. Build a differentiated, defensible positioning for Navy Federal brand and service offerings and messaging platforms to inform execution of results-driven marketing communications. Demonstrate good judgement and works on problems of diverse scope where analysis of data requires evaluation of identifiable factors.

Responsibilities

• Drive and own the brand portfolio to plan and deliver marketing programs - champion brand and member, develop positioning, value proposition, messaging, competitive differentiation, and go-to-market strategy for specific brand and service offerings
• Own partnership marketing efforts providing strategic leadership and direction based on business needs. Partner with internal teams and external agencies to plan a roadmap for growth and development. Identify and cultivate strategic partnerships with external companies to develop and execute co-marketing campaigns
• Lead annual media planning across all paid channels for the year, collaborating closely with the media agency team to optimize targeting, review media platforms, manage budgets, monitor campaign performance, and deliver impactful results aligned with brand objectives.
• Partner with external advertising agencies to achieve brand and product annual performance goals. Ensure integrated strategies/campaigns are executed and delivered efficiently.
• Provide portfolio inputs to Marketing leadership for the departmental marketing roadmap Collaborate with analytics, segmentation and member insights teams to represent the member and market (including customer journey and target personas/segments) generated from consumer and competitive insights, driving the messaging, testing, and evaluation to achieve best in class customer experiences and engagement
• Contribute to quarterly portfolio planning for Membership alongside product marketing team, providing prioritization and business context to delivery teams while keeping key stakeholders informed of any changes in strategy, approach, timing, challenges, or opportunities, to include, marketing leadership, business unit, and internal cross-functional scrum teams
• Build relationships with key corporate stakeholders and act as the face of brand marketing to advocate, educate, and drive macro marketing strategies and facilitate execution of such marketing strategies
• Partner with customer journey owners, lead marketing related epics and feature prioritization; including value proposition design, campaign planning and execution, operational readiness, in addition to contributing to targeting identification and campaign analysis
• Evaluate and report on campaign performance, test results/learnings, data insights, etc. to business units, cross-functional partners and all levels leadership
• Deliver compelling and effective communications/presentations to departmental and executive management, as well as socialization into all marketing activities
• Build and maintain thorough knowledge of Navy Federal's brand, products and services, research and competitive trends as well as member insights; provide thought leadership and recommendations for portfolio Business Units and external third-party partners
• Evaluate marketing progress through iterations with creative and messaging, or other delivery components, by developing acceptance criteria for delivery team
• Lead and assist special projects
• Mentor lower level team members
• Perform other duties as assigned

• Extensive experience in leading large brand, product and/or marketing campaigns with business risk and impact; to include strategy, execution, innovation, problem solving and decision making
• 8-10+ years of experience working in paid media with an emphasis on full funnel media and campaign optimization.
• Extensive experience in partnership marketing (8-10+ years) working with external organizations (e.g. sport leagues, teams, brands etc.) and agency partners to bring programs to life from inception to execution.
• Proven experience in managing agency and partner relationships, providing feedback, and overseeing performance to ensure high-quality deliverables.
• Extensive experience in client management, product marketing, and project leadership, including initiatives with marketing, advertising, product strategy, cross-functional teams and external partner team members
• Extensive experience leading, shaping and developing marketing plans and innovative solutions that drive results toward business priorities and goals
• Ability to multi-task and prioritize with minimal direction and assertiveness to change team processes quickly
• Significant experience in collaborating across organizational boundaries and building partnerships
• Advanced knowledge of state and federal financial and advertising laws, industry regulations, principles, and practices
• Advanced knowledge of financial and marketing industry trends, products, and services
• Advanced knowledge of product roadmap scoping and planning; experience working within agile frameworks
• Advanced experience with PCs and related software packages as well as learning different collaboration and product management tools
• Advanced skill influencing, guiding strategic thinking, synthesizing recommendations and building consensus with business partners based on data, insights, research available
• Advanced verbal, written, and interpersonal communication skills to deliver effective recommendations and presentations to groups of various sizes
• Advanced organizational, planning, and time management skills
• Advanced skill interacting with staff, management, vendors, and members diplomatically and tactfully
• Bachelor's Degree in a related field such as Marketing, Strategy, Business, Finance, or the equivalent combination of education, training, and/or experience

• Advanced knowledge of NCUA regulations that govern the activities, products and services of the business unit
• Working knowledge of Navy Federal products, services, programs, policies and procedures
• Advanced knowledge of Navy Federal's functions, philosophy, operations, and organizational objectives
• Product Owner certification or equivalent training/experience
• Working towards customer Experience Foundations and/or Journey Mapping certifications or equivalent training/experience
• Master's degree in a related field such as Marketing, Strategy, Business, Finance, or the equivalent combination of education, training, and/or experience