The objective of this role is to lead the development, execution, and promotion of the C&F Focused on You brand’s digital strategy, including digital media/advertising placement, management of bank websites, customer email programs, and social media sites in order to achieve key metric goals and customer service excellence. The Digital Marketing Analyst is responsible for organizing and analyzing priority digital metrics in order to work with internal stakeholders on strategic imperatives and initiatives.In addition, knowledge of ADA Acessibility is preferred to ensure that cffc.com is ADA compliant.
Essential Duties and Responsibilities: % of Time
Execution of Retail Bank Strategic Plan – Digital Marketing and Promotion
§Ensure measurement, analysis, and performance reporting of digital marketing programs to include digital advertising and email solicitations.
§Manage the usability, design, content and overall performance of cffc.com; work closely with our web host to create new pages and modify current pages.
§Track overall performance of digital campaigns including conversion rates and retargeting; make improvements to the websites as a result of analytics.
§Measure and report performance of all digital marketing campaigns and assess against goals. Identify trends and insights and optimize spend and performance based on the insights.
§Manage implementation and analysis of the Bank’s social media strategy to include two social channels (Facebook and Twitter) and others that are added in the future. Measure the impact of all social media results, compare with our peers in the industry and adjust as needed.
Build Effective Partnerships
§Work closely with all internal Department Managers as appropriate to effectively implement new digital strategies, products, and upgrades/releases.
§Plan and implement digital marketing initiatives to support strategic goals
§Manage execution of the C&F Brand through partner relationships
§Manage day-to-day involvement between digital marketing and compliance to support marketing initiatives
§Maintain personal knowledge of all relevant C&F Bank policies and procedures
§Maintain personal knowledge of all industry regulations related to digital marketing and eCommerce; partner with Compliance Department to ensure adherence.
Deliver on the Brand
Teamwork and Influence
§Build collaborative, results-oriented relationships with key partners
§Maintain brand and graphic identity standards per the C&F Bank Graphics Guide
§Act as digital marketing liaison to other divisions within C&F Financial Corporation
§Manage relationships with digital marketing/advertising communications service providers
Knowledge: One to two years of previous digital marketing experience required; previous digital marketing experience in banking or related industry preferred. Demonstrated knowledge of digital marketing to include demonstrable experience leading and managing SEO/SEM, marketing databases, website, email, social media and/or display marketing campaigns.
Abilities: Able to work closely with the Director of Marketing to effectively lead the bank’s digital strategy. Communicate effectively with others and able to lead or influence others. Demonstrates responsibility for providing timely and accurate information, responses and decisions to internal and external customers. Willingly accept and embrace constructive coaching and feedback as needed.
Education: Bachelor’s degree is required, preferably in marketing, finance, banking, or a related field; a combination of experience and education will be considered.
Equal Employment Opportunity Statement C&F Bank (the Bank) is committed to providing equal employment opportunity to all qualified persons and reaffirms in policy and practice that it shall not discriminate against applicants or employees because of race, color, religion, gender, age (over 40), disability, genetic information, veteran status (disabled veterans, recently separated veterans, active duty wartime or campaign badge veterans, Armed Forces service medal veterans, and Vietnam era veterans), national origin, or any other consideration protected by applicable federal, state, or local law. This applies to all areas of employment, including promotion, transfer, layoff, termination, compensation, benefits, recruitment advertising, recruitment, and selection for training.