Marketing Channel Strategist - Next Best Action

Regions•Charlotte, NC

3d•$83,954 - $112,670•Onsite

About The Position

At Regions, the Marketing Channel Strategist acts as an advocate for marketing to the channels as it relates to centralized decisioning. This position gathers, consolidates, and provides input/direction on business needs, program requirements, and marketing strategies to the Decisioning Program leadership team.

Requirements

Bachelor's degree in a related field
Five (5) years of experience in marketing, banking or sales
Working knowledge of outbound, inbound, and digital marketing tools, technologies, and strategies
Ability to consume, synthesize, and present key data-driven insights related to outcomes of marketing technology initiatives
Ability to develop plans which are data and research driven, founded in strong assumptions, and which have a positive return on investment
Ability to research, analyze data, and derive facts
Extensive planning skills: ability to manage multiple initiatives, planning the details while seeing, and working toward the big picture
Proficiency in Microsoft Office (Excel, Word, PowerPoint, Outlook, etc.)
Strong verbal, written communication, and organizational skills
Strong work ethic and self-motivation

Nice To Haves

Master of Business Administration (MBA) or relevant Post Graduate Degree
Experience working with next-best-action, personalization, customer decisioning, or journey orchestration platforms such as Pega, Adobe Experience Manager, Salesforce Marketing Cloud/Journey Builder, or similar technologies.
Strong understanding of customer journey management, including audience segmentation, channel strategy, message sequencing, and cross-channel campaign execution.
Proven ability to bridge marketing strategy and technical implementation, effectively partnering with developers, technology teams, data analysts, and business stakeholders.

Responsibilities

Grows and evolves in understanding of channels and channel business objectives and serves as partner and advocate
Assists in the development of channel strategies and marketing tactics, including one-to-one personalization and customer journeys
Partners and effectively collaborates with key program stakeholders (Marketing, Marketing Technology) and channel constituents (Channel Owner, Channel Leads, Channel Subject Matter Experts) in identification, documentation and implementation of key Decisioning Program capabilities and marketing strategies into channels (including but not limited to channels, teller, interactive voice response, contact center, platform, automated teller machines/video teller machines, digital, and emerging channels)
Articulates and advocates for Decisioning Program development needs and works with partners to ensure implementation and communication plans are in place for capabilities and strategies
Assists in regular reviews and solicitation of feedback on the customer and banker experience with the Decisioning Program
Reviews, prioritizes, and recommends features, functions, and process improvement needs to Decisioning Program leadership team on behalf of the channels
Assists in the development of requirements, dependencies, and operational needs of all relevant roles, functions, and capabilities within channels
Grows and evolves in understanding of Marketing performance and analytics and adapt channel marketing strategies based on performance metrics
Assists in the definition, implementation, and delivery of Decisioning Program success metrics and insights on behalf of the channels; tracks performance against goals and budget
Assists in development of test-and-learn strategies as appropriate to test new opportunities or to evaluate value of marketing strategies
Facilitates intake, assessment, and implementation planning for new decisioning, personalization, and customer engagement capabilities, ensuring alignment with business objectives, channel needs, and platform capacity.
Applies a systems-thinking approach to identify cross-channel impacts, dependencies, and optimization opportunities across customer experiences, business processes, and enabling technologies.
Drives stakeholder alignment by evaluating tradeoffs, resolving ambiguities, and communicating recommendations to support effective delivery of decisioning program priorities.