Market Planner I

KeyBank • Brooklyn, OH

5d • Hybrid

About The Position

The Market Planner collaborates with support partners across Key Consumer Bank, Corporate Real Estate, Finance, Compliance, Community Responsibility, and Analytics to strategically plan KeyBank’s physical network of branches and ATMs. The role assesses markets and physical distribution inside and beyond KeyBank’s footprint; develops and supports delivery of short- and long-term distribution plans with quantified financial targets; identifies performance opportunities; and improves analytical models and tools for trade-area development, closure and new-build analysis, competitive benchmarking, mapping, and market sizing. The Market Planner also monitors physical-distribution trends, opportunities, and threats and develops recommendations for addressing them.

The position develops and drives multi-year physical-channel plans for assigned markets, prioritizes opportunities against Consumer Bank goals, and prepares business cases for proposed locations, relocations, lease renewals, and functionality additions. It contributes to capital planning and works with partners to align priorities and spending with market plans. The role reviews performance against business cases, develops Low-Moderate-Income and Majority Minority Tract distribution action plans, and maintains relationships with field leadership, business partners, and third-party providers.

The Market Planner integrates internal and external consumer, client, market, competitive, government, and land-development data to inform decisions and assess market growth. The role uses ESRI ArcGIS, supports trade-area and micro-market methodologies, fulfills mapping requests, conducts competitive and industry benchmarking, partners with Real Estate on branch formats, and researches how changing customer behavior affects physical networks.

Requirements

• Bachelor’s degree in Business Administration, Real Estate Management, or a related field.
• At least 3 years of experience in analysis, development, communication, and implementation of network-distribution strategies or plans.
• Demonstrated experience with GIS or mapping software and ability to explain GIS or spatial information to nontechnical audiences.
• Strong analytics background and demonstrated ability to synthesize data from multiple sources into meaningful conclusions and actionable strategic plans that support business objectives.
• Strong interpersonal, written, and verbal communication skills, including the ability to communicate simple and complex concepts and strategic recommendations to audiences at varied levels, from managers to senior executives.
• Influencing skills, including the ability to demonstrate understanding and empathy while persuading others to consider a new perspective.
• Ability to build and leverage cross-functional and external stakeholder relationships to obtain information and facilitate execution of strategic direction.
• Ability to manage multiple projects simultaneously while prioritizing business-critical issues.
• Expert knowledge of Microsoft Word, PowerPoint, and Excel.

Nice To Haves

• Advanced degree.
• Experience in the financial services or retail industry.

Responsibilities

• Develop, gain buy-in for, and drive execution of multi-year physical-channel market plans for assigned markets.
• Analyze data about markets, KeyBank, and competitors and turn findings into actionable recommendations to optimize the physical network.
• Prioritize opportunities using Consumer Bank financial goals and objectives.
• Create and deliver business cases for proposed new locations, relocations, lease renewals, and functionality additions to obtain approval from the Investment Review Committee and senior leaders.
• Contribute to annual capital planning and provide strategic oversight to Real Estate, Marketing, and Branch/ATM Channel partners so priorities and spending align with market plans.
• Review performance against business cases with Branch Analytics and use the findings to course-correct and inform future actions or model changes.
• Develop, manage, and execute Low-Moderate-Income and Majority Minority Tract physical-distribution action plans grounded in market research and parity analysis.
• Build and maintain collaborative relationships with field and segment leadership, client partners, and third-party providers.
• Coordinate partner activities to build stakeholder understanding and buy-in, and collaborate with Real Estate, Channel, and Analytics on strategy and tactical plans.
• Monitor execution status and results and serve as the primary point of contact for field leadership on physical-channel requests, questions, and status updates.
• Integrate external consumer, internal client, market and competitive, government-agency, and land-developer data to identify development opportunities, validate market-growth predictions, and support Consumer Bank strategy.
• Use ESRI ArcGIS to develop well-supported recommendations and fulfill ad hoc GIS and mapping requests from other Key business lines.
• Support development of trade-area and micro-market methodologies to focus resource deployment, including staffing support and marketing campaigns.
• Analyze competitive benchmarks across markets, including market-share changes, competitor branch activity and formats, and operating hours and days.
• Identify best practices and conduct global and industry benchmarking for physical channels.
• Partner with Real Estate to apply retailing best practices to new, innovative physical-channel formats that use new technologies, improve revenues, and align with Key’s value proposition.
• Research the effects of changing customer behavior on physical networks and respond to ad hoc leadership requests.

Benefits

• Eligible for incentive compensation, which may include production, commission, and/or discretionary incentives.
• Flexible options in circumstances where roles can be performed effectively in a mobile environment.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level