Brand Marketing Manager

Job Overview

The Brand Manager ensures that every brand touchpoint reinforces Citadel’s key differentiators and value proposition, builds credibility across its footprint, and reflects its community-focused values.

Key Responsibilities

• Defining and evolving Citadel’s brand positioning, messaging architecture, and strategic differentiation in partnership with marketing leadership.
• Creating differentiation for the Citadel brand and its products in the market through insights and competitive intelligence.
• Planning campaigns to support the growth of awareness and consideration of the Citadel brand.
• Providing strategic direction and evaluating creative against approved brand positioning and messaging frameworks.
• Developing and distributing guidelines and governance for efficient brand and product message creation.
• Working closely with the Brand team to refine and solidify clear guidelines for company and product positioning, including detailed product messaging direction and communications style.
• Creating and maintaining a centralized brand resource library to enable users across the organization to access brand insights, guidelines, key messages, and visual assets.
• Providing active governance for the effective and efficient development of all brand touchpoints.
• Developing and maintaining a set of assets that can be quickly customized by retail branch staff for signage, collateral, sponsorship ads, and staff incentive kits.
• Leading development of brand and product marketing strategy, positioning, and messaging, and providing clear briefs to the Director of Brand Creative.
• Collaborating with Channel marketing and Performance Marketing teams to identify optimal channel mix, ensure direct response campaigns reflect the brand, and provide necessary guidance and assets.
• Partnering with Insights & Analytics to identify and track key brand success metrics such as brand consideration, direct traffic to CitadelBanking.com, traffic to branches, and campaign message delivery and engagement.

Qualifications and Education

• Bachelor’s degree in Marketing, Brand Management, Business Administration, Advertising, or a closely related discipline.
• 5-8+ 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 message creation.
• Strong written and verbal communication skills.
• Very strong interpersonal and communication skills.
• Willingness to participate as a team player and leader at various organizational levels.
• Ability to develop and sell new ideas convincingly.
• Passion to learn and accept responsibility.
• Ability to manage multiple projects, meet tight deadlines, and strong organizational skills.
• Ability to represent Citadel professionally, demonstrate adaptability, maintain confidentiality, promote integrity, and support the corporate mission.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

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