Marketing Director

WestStar Bank•El Paso, TX

35d

About The Position

The Marketing Director provides strategic leadership for WestStar Bank's marketing, branding, communications, client engagement, digital marketing, and market-positioning initiatives. The role develops and executes an enterprise-wide marketing strategy that supports the Bank's strategic plan, revenue growth, client acquisition and retention, community reputation, and long-term franchise value. The Marketing Director advises executive leadership and business-line leaders, translating organizational goals into measurable marketing strategies and maintaining consistent brand positioning across products, services, markets, channels, and client segments. The position oversees marketing governance, performance measurement, budget administration, and resource allocation, and leads the Marketing Manager and overall marketing function. It directs enterprise branding, communications, advertising, public relations, digital marketing, sponsorships, events, and client-engagement activities. The Director works with business-line leaders to support growth, leads relationships with agencies and other vendors, and ensures marketing communications align with regulatory requirements, disclosure standards, corporate policies, accessibility expectations, and brand-governance standards. The role works in an office setting with extended computer use and frequent interaction with executive leadership, clients, community leaders, vendors, and business partners. Periodic travel to branch locations, community events, business-development functions, and industry meetings is expected. Attendance at events outside normal business hours may be required.

Requirements

Bachelor's degree in Marketing, Communications, Business Administration, Public Relations, or a related field required.
Minimum of ten years of progressive marketing experience, preferably in financial services, banking, or another highly regulated industry.
Minimum of five years of leadership experience managing teams, strategic initiatives, budgets, and organizational planning.
Demonstrated success leading enterprise marketing strategy, integrated campaigns, brand initiatives, communications, and growth-oriented programs.
Experience overseeing digital marketing, public relations, community engagement, sponsorships, agencies, vendors, and marketing technology.
Knowledge of strategic marketing planning and execution; financial services products, markets, and client segments; brand development, market positioning, and reputation management; digital marketing and client-experience strategy; marketing analytics, dashboards, and ROI measurement; executive communication, presentation, and influence; budget administration, vendor management, and resource allocation; market research and competitive analysis; marketing compliance, required disclosures, accessibility, and approval processes; and leadership, coaching, relationship management, and organizational skills.

Nice To Haves

Master's degree or MBA.
Marketing experience in financial services, banking, or another highly regulated industry.

Responsibilities

Develop, implement, and maintain the Bank's enterprise marketing strategy and annual marketing plan.
Participate in strategic planning and advise executive leadership on market trends, client behavior, competitive positioning, and growth opportunities.
Translate strategic business objectives into integrated marketing programs, campaigns, and measurable initiatives.
Direct enterprise branding, communications, advertising, public relations, digital marketing, sponsorships, events, and client-engagement activities.
Establish and maintain brand-governance standards, messaging frameworks, visual identity requirements, and quality-control processes.
Lead marketing strategies supporting deposit and loan growth, treasury management services, digital adoption, client acquisition, retention, and referrals.
Partner with business-line leaders to identify market opportunities and develop targeted marketing solutions, content, data, and research for marketing assets.
Support Commercial Banking with banker visibility programs, thought leadership, client success stories, industry-specific campaigns, centers-of-influence strategies, and prospect events.
Provide strategic oversight of website content and strategy, social media, email marketing, digital advertising, search marketing, marketing automation, and online reputation management.
Direct public relations, media responses, executive communications, and significant client communications.
Develop communication protocols for operational disruptions, fraud or cybersecurity events, acquisitions, leadership transitions, and other reputation-sensitive situations.
Evaluate sponsorships and community initiatives based on strategic value, relationship development, community impact, and market visibility.
Establish dashboards and executive reporting to measure growth, client engagement, commercial support, digital performance, brand health, community impact, execution, risk, and internal partnership.
Prepare and present strategic recommendations, performance results, and budget analysis to executive leadership.
Develop, administer, and monitor the annual marketing budget and resource allocation.
Oversee marketing agencies, consultants, technology providers, media partners, and other third-party vendors.
Provide leadership, coaching, development, and performance management to the Marketing Manager.
Ensure alignment between strategic priorities and departmental execution by the Marketing Manager and supporting specialists.
Foster collaboration among Marketing, Retail Banking, Commercial Banking, Treasury Management, Information Technology, Compliance, Human Resources, and other stakeholders.
Ensure marketing communications follow applicable regulatory requirements, disclosure standards, corporate policies, accessibility expectations, and brand-governance standards.
Perform other duties and special projects assigned to support organizational goals, including cross-functional initiatives and evolving business needs.