Multicultural Marketing Manager

Metro Credit Union•Chelsea, MA

7d•Hybrid

About The Position

As Metro expands its commitment to serving diverse communities, this role provides the dedicated expertise required to connect, serve, and grow its relationship with Latino communities. The Multicultural Marketing Manager will develop and execute marketing strategies, campaigns, PR, and community outreach that drives awareness, engagement, conversion, and loyalty with Latino audiences. This role is both strategic and hands-on, requiring deep understanding of Latino culture and market trends, strong leadership skills, excellent communication abilities, and a proven track record of successful Latino marketing initiatives. This role will also drive additional sub-brand initiatives for the organization as they develop and support the broader Marketing function as necessary.

Requirements

Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
7+ years of marketing experience with a focus on Latino or multicultural markets, preferably within banking, credit unions, or financial services.
Fluency in Spanish and English, with strong written and verbal communication skills in both languages.
Deep understanding of Latino culture, media consumption habits, purchasing behavior, and Hispanic market trends.
Demonstrated ability to develop and execute successful marketing strategies and campaigns from both the creative and media planning side.
Solid understanding of traditional, and digital marketing channels, including TV/Video/CTV, Radio/Audio, OOH, Print, SEM, Social, Display, Email, and Content.
Strong analytical skills and experience using data-driven marketing insights and performance metrics to optimize campaigns.
Excellent project management, attention to detail, interpersonal, and collaboration skills, with the ability to manage multiple priorities and deadlines.

Nice To Haves

Financial services experience.
Agency experience.

Responsibilities

Create and implement marketing strategies and campaigns specifically designed for Latino audiences, aligning with broader company goals and objectives.
Develop, implement, manage, and monitor marketing campaigns across various channels, including digital, social media, email, content, traditional, and other channels to drive awareness, engagement, and conversion.
Oversee creative development, media planning, and overall project management of marketing efforts to ensure effective campaign delivery.
Monitor and evaluate the effectiveness of marketing efforts, using data-driven insights to make informed recommendations for optimization and improvement.
Conduct in-depth research and analysis of Hispanic market trends, consumer behavior, and competitive landscape to inform marketing strategies and initiatives.
Oversee the development of culturally relevant content and messaging for various marketing channels, including digital, social media, print, and events.
Work closely with the branding team to ensure consistent and culturally appropriate brand positioning and messaging across all marketing materials.
Build and maintain relationships with Latino community organizations, media outlets, influencers, and other key stakeholders to enhance brand visibility and engagement.
Collaborate with cross-functional teams, including sales, business development, product, and member support, to ensure a unified approach to Latino marketing initiatives.
Develop and manage the marketing budget for Latino initiatives, ensuring effective allocation of resources and cost control.
Drive strategy and execution of PR to support Metro’s Latino sub-brand, Metro Contigo, and help serve as a PR spokesperson for Metro’s Latino marketing efforts.
Manage selected vendor and agency relationships.
Drive additional sub-brand initiatives for the organization as they develop.
Support the broader marketing team on additional projects and initiatives as necessary.