Job Description
JOB SUMMARY: The VP, Marketing will be responsible for the hands-on development, coordination, reporting and analysis of campaign tactics (B2B & B2C) to support the company mission in the areas of mortgage lead generation, brand management, advertising, websites, Pay-Per-Click (PPC), Social Media and offline collateral campaigns. This individual will spearhead both brand and marketing strategy and delivery of the agreed upon objectives. As the head of Marketing, he/she will be responsible for overall:
- Revenue Marketing : Demand generation, customer and lead management, marketing OKR’s and KPI’s.
- Corporate Marketing: Brand, awareness, communications, design, distribution, engagement.
- Product Marketing: Strategy, positioning, messaging, enablement, competitive analysis, customer needs.
ESSENTIAL RESPONSIBILITIES: - Help drive key marketing decisions like spend allocation by channel, forecasting volume and cost metrics and evaluate the overall success of each marketing campaign.
- Collaborate with technology to scope, build and maintain an analytics infrastructure to measure effectiveness of marketing efforts.
- Build and maintain response and conversion models to support various performance marketing functions (e.g., portfolio recapture, old leads campaigns etc.).
- Develop OKR’s and KPI’s with supporting reports and dashboards.
- Create test scenarios for specific marketing campaigns and conduct A/B testing.
- Perform audits to identify gaps in web analytics, website tagging, tracking, retargeting, functionality, and analytical reporting capabilities and make recommendations for improvement.
- Optimize the value of digital marketing programs in terms of leads generated, conversion, acquisition costs, and return on marketing investment.
- Utilize and synchronize various data sources to develop fact-based and data-supported recommendations.
- Perform ad hoc analysis and key strategic project management as needed.
- Analyze click and conversion data, expenses, return on investment (ROI) and other key performance indicators.
- Apply various analytic methods to discover and interpret information from multiple data sources.
- Produce weekly/monthly performance summaries by tracking, measuring, and analyzing website traffic patterns and online buying behavior. Recommend changes based on noted trends in data.
- Recommend website changes and modifications that will attract more customers, increase sales, and improve customer satisfaction.
- Continuously research peer group and various retail and wholesale mortgage lenders and make recommendations on product viability, pricing, and go to market strategy based on findings.
- Consults with Senior Management, business units, and staff to obtain overall business feedback on strategy recommendations and executed campaigns.
- Provide insights for sales and operations team to identify opportunities to improve pull through at each stage of the funnel – from lead to post-fund and help improve overall economics of the business.
- Consistently evaluate additional opportunities which support strategic objectives and sales goals.
- Conduct or assist in conducting portions of market research activities to identify target audiences, market trends, competitors, and the appropriate media for communicating our message.
- Oversee and manage all external ad agencies, marketing firms, lead providers, printer vendors, and other media vendors.
EXPERIENCE REQUIREMENTS: - 10+ years’ marketing experience.
- Mortgage lending marketing experience is REQUIRED.
- Strong oral and written communication skills with the ability to create, compose, and edit written materials.
- Excellent interpersonal skills with the ability to interact professionally with a diverse group of individuals (internal and external) at all levels.
- Results and deadline oriented with strong time management and prioritization skills.
- Proficiency with MS Office programs (Word, Outlook, PowerPoint).
- Advanced use of MS Excel including pivot tables, formulas, v-lookups & reporting.
- Ability to gather data, compile information, and prepare reports.
- Proficiency in using specific marketing analytics programs such as Google Analytics, Google AdWords, Power BI, etc.
- Hands-on experience with Website content development and promotion.
- Hands-on experience with social media campaigns and analytics.
- Hands-on experience managing basic SEM/PPC campaigns.
- Ability to work within a fast-paced and ever-changing environment.
- Ability to build and lead development of marketing strategies, processes, and available resources.
- Ability to use independent judgment and to manage information flow to a range of clients.
- Ability to plan, organize and coordinate media activities and special events.
- The ability to work under pressure and meet deadlines is a must.
EDUCATION AND CERTIFICATION REQUIREMENTS: - Bachelor’s degree in Marketing is preferred.
- MBA is a plus.
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