Marketing Director

Reading Co-Operative•Reading, MA

About The Position

Reporting to the Director of Marketing and Community Development, SVP, the Marketing Director is responsible for leading the Bank’s marketing strategy, translating enterprise priorities into day-to-day plans, campaigns, and performance management to drive growth, product adoption, and brand visibility. This role oversees campaigns, product positioning, digital marketing, analytics, and promotions using data-driven approaches to support short- and long-term goals, enabling the Director of Marketing and Community Development to focus on enterprise strategy and external leadership. Success requires analytical skills, marketing expertise, cross-team collaboration, and senior leadership partnership.

Requirements

Proficient with marketing automation platforms, CRMs, and data visualization tools.
Strong understanding of digital advertising, SEO/SEM, and social media marketing.
Experience with campaign measurement, ROI tracking, and data-driven decision-making.
Proficient knowledge of financial products and consumer marketing best practices.
Strategic, results-oriented thinker who can translate strategy into actionable plans and consistent execution with a collaborative leadership style.
Ability to lead, coach, and develop a team.
Strong project management skills with the ability to manage multiple priorities and cross-functional teams.
Excellent analytical, creative, and problem-solving abilities.
Clear communicator able to present data and insights effectively to senior leadership.
Think independently, solve problems and exercise sound judgment.
Excellent written, verbal, and presentation communication skills.
Strong initiative, creativity, and follow-through in executing marketing campaigns.
Ability to balance strategic planning with hands-on execution.
High degree of professionalism, accountability, adaptability, and attention to detail.
Bachelor’s degree in a related field and at least 8 years of progressive marketing experience, including leadership of integrated campaigns and product marketing in financial services, and managing and developing team(s); or equivalent combination of education and experience.
Proven track record of driving measurable growth through marketing and digital strategies.

Responsibilities

Develop and implement the Bank’s comprehensive marketing strategy into annual and quarterly plans that support growth, sales goals, and product penetration.
Align marketing initiatives and execution with the organization’s business objectives and established strategic priorities.
Monitor and report on marketing performance, market positioning, and emerging trends in customer behavior and financial services to inform senior leadership.
Plan and execute integrated marketing campaigns across digital, traditional, and in-branch channels.
Oversee creative development, messaging, and design alignment for marketing materials.
Lead go-to-market strategies for new products and services ensuring proper targeting, promotion, and measurement.
Collaborate with internal teams to deliver coordinated campaigns that drive measurable action and satisfaction.
Lead the digital marketing strategy, including paid media, SEO and local search optimization, social media, website, and email marketing initiatives.
Manage analytics and performance dashboards to evaluate campaign ROI.
Leverage data insights to refine segmentation, targeting, and personalized marketing efforts.
Ensure digital content aligns with brand standards and regulatory requirements.
Oversee product marketing, including development of promotional materials, positioning statements, and lifecycle marketing strategies.
Conduct competitive analysis and market research to identify growth opportunities and customer needs.
Partner with internal stakeholders as required teams to drive cross-sell initiatives and deepen customer relationships.
Develop and manage the annual marketing budget within guidelines established by the SVP and executive team, ensuring efficient allocation of resources for maximum impact.
Provide recommendations and supporting analysis for significant spend decisions; final approval for major budget allocations and brand-level investments resides with the SVP/executive leadership.
Oversee vendor and agency relationships, including creative, media buying, and digital partners ensuring performance, contractual compliance, and brand consistency..
Support SVP and CEO with the execution and cadence of internal communications, including drafting messages, coordinating channels, and ensuring brand and tone alignment.
Partner with the SVP and executive leadership on external communications and public relations activities (e.g., press releases, media inquiries, community announcements), ensuring consistency with brand standards and regulatory requirements.
Collaborate with the SVP on public relations and media activities; this role supports marketing-related content and execution rather than owning PR strategy.
Ensure all marketing campaigns and materials comply with regulatory guidelines including UDAAP, Fair Lending, and Truth in Savings.
Act as point of contact for audit related requests ensuring required information is provided by the necessary due date.
Collaborate with Compliance to review content, disclosures, and campaign materials.
Attends Bank sponsored events, which may occasionally require early mornings, late evenings, and weekends.
Provide support and guidance to internal departments for Marketing-related requests.
Partner with Project Manager and lead Marketing department engagement project initiatives as assigned for new and ongoing initiatives.
Perform other related duties as assigned.
Manages, coaches, directs and evaluates assigned team members; including interviewing hiring, training, planning, assigning and directing work, appraising performance, rewarding and disciplining team members, addressing complaints and resolving problems, carried out with the Bank’s policies and applicable laws.