Senior Manager, Multicultural Brand Marketing - Bilingual (English / Spanish)

PNC•Washington, DC

2d•$50,000 - $204,490•Onsite

About The Position

At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are all united in delivering the best experience for our customers. We work together each day to foster an inclusive workplace culture where all of our employees feel respected, valued and have an opportunity to contribute to the company’s success. PNC is seeking a Senior Manager, Multicultural Brand Marketing to lead brand building efforts, with priority emphasis on the U.S. Hispanic segment, one of the fastest growing customer segments in the country. This role is responsible for shaping and executing a long term brand strategy that increases awareness, relevance, and consideration of PNC as a bank of choice within Hispanic communities nationwide. A successful candidate will develop marketing campaigns that contribute to PNC’s growth agenda as a top national bank. Our established Brand Platform, Brillantemente Aburrido, is uniquely positioned to differentiate PNC. With our unbank-like tone and empathy advantage, the work we do for our customers is steady, dependable and reliable. Simply put, we aim to be boring with our customers’ finances so they can live bolder, more fulfilling lives. The Senior Manager will lead a small, dedicated bilingual team and act as both a creative brand builder and a strategic operator, balancing culturally fluent storytelling with rigorous measurement and performance narratives for senior leadership.

Requirements

Must be fluent in English & Spanish (verbal and written)
Successful candidates must demonstrate appropriate knowledge, skills, and abilities for a role.
Bachelors
At least 5 years of prior management experience is typically required.
In lieu of a degree, a comparable combination of education, job specific certification(s), and experience (including military service) may be considered.

Nice To Haves

Higher level education such as a Masters degree, PhD, or certifications is desirable.
Industry experience is typically 8+ years.
Advertising
Competitive Advantages
Content Marketing
Customer Solutions
Digital Marketing
Marketing Programs
Marketing Strategies
Negotiation
Results-Oriented

Responsibilities

Must have a thorough understanding of the overarching PNC brand and expertise in branding, leading the Hispanic brand-building strategy, translating PNC’s broader brand platform into culturally resonant, Spanish first and bilingual storytelling.
Learn and understand PNC’s business imperatives, translating those objectives into actionable initiatives that resonate with multicultural audiences.
Lead development of high quality creative across channels, with a strong emphasis on traditional and digital advertising tactics, delivered with production excellence.
Own all external multicultural agency relationships and partner closely with internal creative, media and sponsorship teams to deliver work that feels authentic, modern, and culturally grounded.
Ensure creative work reflects deep understanding of Hispanic cultural nuances, language, values, and financial realities and appropriately upholds and elevates the PNC brand
Further build upon PNC’s focused Hispanic marketing strategy to unlock national awareness over time, using priority geographies as proof points for broader investment.
Help define and evolve a 5 year growth narrative for Hispanic brand investment—balancing near term progress and KPIs with long term business objectives.
Serve as a strategic thought partner to Line of Business Growth marketing, helping shape how multicultural marketing ladders into PNC’s overall growth strategy, supporting enterprise business objectives.
Establish clear brand KPIs (awareness, consideration, favorability, etc.) for the Hispanic segment and track performance rigorously.
Translate results into clear, credible performance stories for executive audiences—connecting brand investment to long term business value.
Use insights and results to help advocate for increased and sustained investment over time.
Lead, develop, and support a bilingual team by setting clear priorities while actively investing in individual growth, development, and career paths.
Cultivate an inclusive, collaborative team environment where people feel valued, supported, and genuinely enjoy working together.
Build strong, trusted partnerships grounded in respect, transparency, and shared goals.
Partner closely across media, analytics, retail, corporate communications, and regional teams to align efforts, listen to diverse perspectives, and deliver meaningful impact.
Leads the strategy and team that executes and implements integrated, multi-channel, strategic marketing plans for one or more products/initiatives/channels.
Formulates plans that acquire grow, and retain customers in support of the product life cycle and line of business goals and objectives.
Leads a team to define and drive alignment on business and marketing objectives, develop value propositions and target segments leveraging competitive intelligence and insights to drive growth strategies.
Contributes thought leadership to build consensus among partners.
Ensures team adapts to and optimizes for a changing business environment.
Leads team to translate desired business outcomes into marketing strategy and execute complex, integrated marketing programs/ initiatives that may include advertising, sales content and internal communications.
Leads and influences complex multi-functional program teams.
Ensures data collected is synthesized and leveraged effectively to provide appropriate business intelligence.
Influences the budget while ensuring all operating activities are optimized and delivered within the established budget framework.
Establishes the budget and has the capability to apply policies and practices for planning and administering a budget.
Manages activities including coordination with legal, compliance, finance, risk and other key partners.
Responsible for performance management, continuous coaching and development of employees to ensure that they can achieve business results and adapt to evolving business marketing strategies and financial industry changes.

Benefits

medical/prescription drug coverage (with a Health Savings Account feature)
dental and vision options
employee and spouse/child life insurance
short and long-term disability protection
401(k) with PNC match
pension and stock purchase plans
dependent care reimbursement account
back-up child/elder care
adoption, surrogacy, and doula reimbursement
educational assistance, including select programs fully paid
a robust wellness program with financial incentives
maternity and/or parental leave
up to 11 paid holidays each year
9 occasional absence days each year, unless otherwise required by law
between 15 to 25 vacation days each year, depending on career level; and years of service.