Brand & Content Marketing Manager

Tompkins Community Bank•Passau, New York

About The Position

The Brand & Content Marketing Manager is responsible for leading and evolving the Bank’s brand strategy and content marketing efforts across all channels to support business growth, customer engagement, and long-term franchise value. This role ensures the Bank’s brand is consistently represented, clearly communicated, and effectively differentiated in a competitive financial services environment. This position combines strategic brand leadership with hands on content execution, leveraging data driven insights to strengthen brand awareness, enhance customer trust, and support demand generation and relationship-based growth. The ideal candidate brings strong storytelling capabilities, a disciplined approach to brand governance, and experience operating within a regulated or highly scrutinized industry.

Requirements

Bachelor’s degree in Marketing, Communications, Journalism, or a related field.
A minimum of ten (10) years of experience in brand marketing, content marketing, or related roles.
Proven experience developing and executing content strategies for B2B and/or B2C audiences.
Strong videography skills.
Strong writing, editing, and storytelling skills with a portfolio of published work.
Experience managing multiple projects, deadlines, and stakeholders.

Responsibilities

Strengthen and Protect the Bank’s Brand - Establish, maintain, and continuously evolve a consistent, trusted, and differentiated brand that reflects the Bank’s community values, relationship based approach, and regulatory responsibilities across all channels and touchpoints.
Deliver High‑Quality, Compliant Content that Drives Engagement - Develop and oversee integrated, customer focused content strategies that support business objectives, enhance customer trust, and meet all regulatory and compliance standards.
Support Business Growth Through Strategic Marketing Enablement - Provide effective brand and content support for demand generation, product marketing, sales enablement, and relationship‑building initiatives across Retail, Commercial, Wealth, and Digital lines of business.
Optimize Marketing Performance Through Data and Insights-Leverage analytics, brand metrics, and performance data to monitor effectiveness, inform decision‑making, refine messaging, and continuously improve marketing outcomes.
Team Development and Operational Excellence- Lead a team, manage budgets and resources, and partner cross functionally to ensure timely, cost effective execution of marketing initiatives while upholding governance, risk management, and operational excellence.
Brand Stewardship and Governance-Lead and protect the Bank’s brand identity by ensuring consistent voice, messaging, and visual standards across all internal and external channels, while serving as a trusted advisor to stakeholders on brand best practices.
Integrated Content Strategy and Execution-Develop and execute a comprehensive, compliant content strategy that supports marketing objectives, business lines, and customer segments, overseeing high‑quality content creation and editorial planning across multiple formats and channels.
Digital Optimization and Performance Management-Optimize content for search, engagement, and conversion across owned digital platforms, using analytics and performance data to measure effectiveness, refine messaging, and improve marketing outcomes.
Cross‑Functional Collaboration and Business Support- Partner with Marketing, Retail, Commercial, Wealth, Digital, Compliance, and Leadership teams to align brand and content initiatives with business priorities, supporting demand generation, product marketing, and relationship‑based growth.
Leadership, Operations, and Risk Management-Provide leadership to team members, manage budgets and resources, and ensure all marketing activities comply with regulatory, legal, and governance standards, while promoting an inclusive, high‑performance work environment.
Special Projects & Additional Duties-Contribute to special initiatives and ad hoc assignments that support evolving business needs and personal professional development.